New vs. returning visitor
Whether a session comes from someone visiting for the first time or coming back.
What it means
A new visitor is someone whose browser has no prior recorded visit; a returning visitor has been seen before, based on a cookie set on their first visit. It's a device/browser-level distinction, not a login-based one.
Why it matters
A surge in new visitors after a campaign is a reach signal; a surge in returning visitors is a loyalty signal. Mixing the two together in one number can hide which one you're actually getting.
ask datanephew
Can datanephew tell me if people are coming back?
Yes — ask it what share of your traffic is returning versus new, and over what period, and it'll break that out for you.
Is a low returning-visitor rate a problem?
For some businesses, yes; for a once-a-year purchase, no. Tell datanephew what your business is and it'll help you read the number in context rather than against a generic benchmark.