analytics-dictionary / term / tracking & measurement

New vs returning users

New users are visitors who are recorded for the first time; returning users have been seen before.

Written by Reflective Data experts · updated Oct 5, 2026

The split helps you judge whether content attracts fresh audiences or builds loyalty. Both groups behave very differently, so conversion rates and engagement should be compared separately.

Cookie limits and consent choices make the split less accurate than it looks: a returning visitor with cleared cookies counts as new.

Cookie Session User ID

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Direct traffic

Direct traffic is visits where the source could not be determined, often because the visitor typed…

leading-vs-lagging-indicators.md

Leading vs lagging indicators

Leading indicators predict future results, while lagging indicators confirm results that have already happened.

conversions-api.md

Conversions API

A conversions API sends conversion events from your server directly to an ad platform, such as…

session-recording.md

Session recording

Session recording captures a replay of how an individual visitor interacts with your site, including clicks,…

cta.md

Call to action (CTA)

A call to action is a prompt that tells visitors what to do next, such as…

conversion-rate.md

Conversion rate

Conversion rate is the percentage of visitors or sessions that complete a desired action.

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