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What report shows the percentage of traffic that previously visited a website?

New vs returning report under the Behavior, shows the percentage of traffic that has visited your site before.

  • Behavior > Frequency and Recency report
  • All traffic > Referrals report
  • Interests > Affinity categories report
  • Behavior > New vs returning report

The correct answer is: Behavior > New vs returning report

New vs returning report under the Behaviour shows the percentage of traffic that has visited your site before. The “New vs Returning” report breaks out acquisition, behavior, and conversion goal metrics for new and returning users.

You can look at this comparison over time to see how audience loyalty may be shifting. Consider your website objectives, as well as your marketing activities, when evaluating the mix of new and returning users to your site.

The use of the dimension offers an insight into user behavior not provided in the overview report: it’s clear that new users are spending more time on your site than returning users.

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