February 15, 2024
What report shows the percent of site traffic that visited previously?

What report shows the percent of site traffic that visited previously? - Illustration

Are you wondering; what report shows the percent of site traffic that visited previously? Have you been seeking for a direct answer to that question? Here, we’ll discuss about few Google analytics reports.

It is very important to understand how much of your website traffic consists of returning visitors because this is an important metric to track. Tracking this metric can provide useful insights on how effective your marketing efforts are and the average engagement and loyalty of your audience.

In Google Analytics (GA), the “Returning Visitor” report can be used to check the percentage of site traffic that has visited your site previously.

How to track returning visitors?

To access the Returning Visitor report in Google Analytics, follow these steps:

  1. Sign in to your Google Analytics account.
  2. Select the website you want to view.
  3. Click on “Audience” in the left-hand menu.
  4. Under “Audience”, click on “Behavior”.
  5. Under “Behavior”, click on “New vs Returning”.

The report will show you the percentage of new visitors and the percentage of returning visitors for the selected date range. You can use the date range selector at the top of the page to view data for specific time periods, or use the default setting to see data for the past 30 days.

It’s important to note that the Returning Visitor report only counts visitors who have previously been to your site and have cookies enabled in their browser. If a visitor has cleared their cookies or is using a different device or browser, they will be counted as a new visitor even if they have visited your site before.

Types of reports for tracking

In addition to the Returning Visitor report, there are a few other reports in Google Analytics that can provide insight into the behavior of returning visitors.

1. Frequency and Recency Report.

The “Frequency and Recency” report, for example, shows the number of times a visitor has returned to your site within a specific time period, as well as the length of time between visits.

This report can help you understand how frequently your visitors are returning to your site, and whether they are returning on a regular basis or just occasionally.

2. Engagement Report.

Another useful report for understanding the behavior of returning visitors is the “Engagement” report. This report shows the average number of pages viewed and the average length of time spent on the site for both new and returning visitors.

By comparing the behaviour, engagement and activities of returning visitors to that of new visitors, you can get a sense of how interested and engaged your audience is.

You need to understand the amount of site traffic that consists of returning visitors is important for a variety of reasons.

The first reason is, it can help you to measure the effectiveness of your marketing efforts and identify the available opportunities for improvement.

If you are able to increase the percentage of returning visitors, it will surely lead to increased revenue for a monetized site, as returning visitors will most likely make purchases or take other desired actions on your site.

Additionally, tracking the behavior of returning visitors can help you understand what content or features are most appealing to your audience, and allow you to tailor your site and marketing efforts accordingly.

By analyzing the data provided in the Returning Visitor report and other related reports in Google Analytics, you can gain valuable insights into the preferences and habits of your audience, and use this information to improve the user experience and drive more engagement and conversions.

Overall, the Returning Visitor report in Google Analytics is a valuable tool for understanding the makeup of your website traffic and for identifying opportunities for improving the effectiveness of your marketing efforts.

By analyzing this report and related data, you can gain valuable insights into the preferences and habits of your audience and use this information to drive more engagement and conversions.

Advantages of tracking returning visitors

We’ve previously brushed through the advantages of tracking returning visitors but let’s highlight them clearly:

  1. It helps you to examine your contents quality.
  2. It gives room for improvement.
  3. It helps you to gauge your website strategies effectiveness.
  4. Increased revenue.
  5. Helps you to gain insight about your audience and visitors habits, preferences and behaviours.
  6. It causes increase in engagements and conversions when action takes place after the examination of each report.


Tracking the reports and engagements of your website is as important as publishing contents on the website itself as it allows you to know your users behaviour and how they interact with your website to make it better.

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