Retention
Understand why the split between new and returning visitors matters, and learn how to identify healthy vs. concerning retention rates.
What retention rates actually mean
This metric is pretty straightforward—tracking the split in traffic between visitors who have never been to your website before and visitors who have been to your website at least once before. The ratio between the two is your retention rate.
There is a level of estimation involved in this metric, with visitors typically being identified by their browser or device. Someone may clear their browser cache or visit your site from a new device and would fail to be recognized as a returning visitor. However, the metric is accurate enough to be used to identify broad trends in behavior differences and retention rates.
Why retention rates are important
Having a consistent or growing volume of new users indicates your website's reach and discovery—impacted through active efforts such as paid ads, referral marketing, and search engine optimization.
Having a consistent or growing volume of returning users indicates your website's trust, loyalty, quality of experience, and ongoing relevance.