TLDR
Understanding new vs returning visitors in GA4 helps brands tailor their marketing, optimize their websites, and improve conversions. This blog breaks down the differences, how to track them in GA4, what ratios to aim for, and how to optimize experiences for both audiences.
Introduction
In Google Analytics 4 (GA4), distinguishing between new and returning visitors is crucial for understanding your audience, optimizing your website, and boosting your marketing performance. Whether you’re running an eCommerce store, content site, or B2B platform, this data can reveal insights about your customer journey, conversion pathways, and user engagement. In this blog, we’ll demystify the concept of new vs returning visitors in GA4, explore their behavioural differences, show you how to analyze this data, and share actionable strategies to optimize both user types, all while highlighting how ASK BOSCO® can streamline your reporting.
New vs returning visitors: Key differences & why they matter
Understanding the distinction between new and returning visitors can help tailor your marketing efforts, improve content strategies, and increase sales. Google Analytics 4 offers tools to help you identify these groups but knowing what to do with that data is where the magic happens.
What are new and returning visitors in Google Analytics?
New visitors
A New visitor in GA4 is someone who visits your site or app for the first time, or appears to. GA4 identifies new visitors via cookies and device identifiers. However, there’s a catch: if a user clears their cookies, uses a new device, or switches browsers, GA4 may count them as “new” even if they’ve visited before.
Returning visitors
Returning visitors are those who have previously visited your site or app. GA4 identifies them by tracking cookies or device IDs left during prior sessions. For logged-in users, especially on platforms like Shopify, a unique user ID can help match activity across multiple devices, providing more accurate cross-device tracking.
New and returning visitors: Key differences
Behavioural differences
- New users: Often researching, comparing options, or browsing for the first time. They may bounce quickly if the site isn’t engaging.
- Returning users: More familiar with your brand, they might come back to finalize a purchase or explore more content.
Engagement patterns
- New users typically have lower engagement rates and shorter session durations.
- Returning users usually spend more time on-site, engage with more pages, and show higher loyalty.
Conversion tendencies
- New visitors may convert immediately if your site is persuasive and easy to navigate.
- Returning visitors often convert after multiple sessions, especially in industries with longer decision cycles. Retargeting ads and remarketing emails can nudge them towards conversion.
What is a good new vs returning visitor ratio?
There’s no one-size-fits-all answer. A new brand may have a high proportion of new visitors, while an established brand like Amazon could see 90%+ returning visitors.
To find this data in GA4:
- Navigate to Explore in GA4.
- Use the New vs Returning dimension.
- Combine with Sessions and Total Users to calculate ratios.
Be mindful that GA4 may sample data, especially when combining new vs returning user metrics with conversions or revenue data.
How to analyze new vs returning users in GA4
Step-by-step to view the data
- Go to Explore in GA4.
- Create a new exploration.
- Add the New/Returning dimension.
- Include metrics like Sessions, Purchases, and Revenue.
- Visualize the data using pivot tables or charts.
Alternatively, use the Audience Overview report or create custom dashboards.
Key insights & dashboards to build
- Conversion rates by visitor type
- Engagement metrics (e.g., Avg. Session Duration)
- Revenue contribution
- Device breakdown for new vs returning users
Using platforms like ASK BOSCO® allows for more accurate reporting, minimizing the sampling issues common in GA4.
How to optimize for new and returning users
For new users
- Clear navigation: Ensure site structure is intuitive.
- Strong CTAs: Guide them towards key actions.
- First-time experience: Include onboarding prompts, live chat support, or special offers.
For returning users
- Personalization: Tailor product recommendations based on prior activity.
- Loyalty programs: Incentivize repeat visits with exclusive rewards.
- Remarketing: Use email marketing, abandoned cart campaigns, and dynamic retargeting ads.
Our Head of Data and Analytics Michael Thompson, says that email marketing is a “money button”, push it effectively, and a portion of your returning audience is likely to convert.
Final thoughts
Understanding and optimizing new vs returning visitors in GA4 can supercharge your digital marketing efforts. But analyzing this data natively in GA4 can be complex and often sampled. That’s where ASK BOSCO® shines, it stitches together data across multiple sources (including GA4) for more accurate insights without sampling discrepancies.
By integrating your SEO, PPC, and analytics through ASK BOSCO®, you can create targeted strategies for both new and returning users, ensuring better engagement, smarter ad spend, and higher ROI. For more insights and tailored strategies for new and returning customers in GA4, please get in contact with our team, at ASK BOSCO®, or you can email us at, team@askbosco.com.
