What Report Shows the Percentage of Traffic that Previously Visited a Website?

by Mohammed March 03, 2021
What Report Shows the Percentage of Traffic that Previously Visited a Website

The answer to the question: “What report shows the percentage of traffic that previously visited a website?” is:   Behavior > New vs returning report

Behavior > Frequency and recency report is a wrong answer because “frequency” tells you how often a visitor came to your webpage in a specific duration, while “Recency” tells you how long it has been since a user visited your website.

All traffic > referrals report is a wrong answer because it lets you know which site referred your site to visitors. The referrals report doesn’t include traffic from search engines as well as traffic from paid ads.

Interests > Affinity categories report is also a wrong option as this report is used to target people based on their lifestyle, interests, and so on. A marketer uses this report to make users aware of a brand or product.

Let’s discuss each type of report in Google Analytics to give you a better understanding.


What Does Returning Visitor Mean & Which Report Shows Returning Visitors Statistics?

Returning visitor, as the name suggests, is a visitor that lands on your website more than once.

Google Analytics tracks every user that visits your website using a tracking code. It could be a unique visitor (first time), or it could be a returning visitor (more than one visit).

The report that allows you to track a returning visitor is “Audience” > “Behavior” > “New vs Returning”.

What Report Shows the Percentage of Traffic that Previously Visited a Website

The report tells the following things about new as well as returning visitors:

What Report Shows the Percentage of Traffic that Previously Visited a Website

      • Number of sessions in a specific duration
      • Bounce rate (No interaction with the page)
      • Page/session (Average pages visited in a session)
      • The average session duration
      • The goal conversion rate
      • Goal completion and goal value


What are Reports in Google Analytics and How to Set Them?

Google Analytics reports provide you with user data to let you make data-driven marketing decisions.

Google Analytics reports are broadly classified as Default, custom, and saved reports.

You can access default reports in the “reports” section of Google analytics.

Default reports have further categories. Let’s take a look at each one of them in detail.

Real-time report

real time report in google analytics

Real-time reports, as the name suggests, tell you what your audience is doing on your website in real-time.

You can also use these reports to check whether your Google Analytics tracking code is working or not. Plus, you can verify your UTM parameters, event tracking, and goal tracking.


Overview under real-time reports gives you an overview of live users on your site. It also shows top social sites where your traffic is coming from, and top referral sites, top keywords, and top active pages.


real time report google analytics

You can see the locations your audience is visiting in real-time. It shows active users from different countries.

Traffic Sources

traffic sources google analytics

Traffic sources, as the name suggests, tell you which sources and mediums your website visitors used to get to your website. “Source” means the origin of a visitor, for instance, a search engine or manual search. Medium is more of a general source, for example, referral and CPC (cost per click ad).


content report google analytics

The content report part is great for identifying which pages or URLs on your website are getting more viewers. You can then optimize them for more conversions.


events reports google analytics

Events reporting lets you set goals based on events. The event could be anything like a link click.


conversions google analytics

Conversions report lets you track conversion events. A conversion event can be anything from a sale to a registration.

Audience reports

What Report Shows the Percentage of Traffic that Previously Visited a Website

Audiences are groups of people that you combine based on certain attributes for better targeting.

This section lets you take a deep dive into your audiences. Let’s briefly see each one of them.

Active users

active users google analytics“Active users” tell you how many people visited your website in the last day, 7 days, 14 days, and 28 days.

Moreover, the lifetime value report provides revenue per user. It’s beneficial for tracking ecommerce acquisitions.

In addition, the “Cohort Analysis” report gives you information about the group of visitors with a similar characteristic. It’s great for analyzing user-retention at different times.

Audience Demographics

demographics and interest reports google analyticsUnder the demographics section, you can view the age, gender, and interest category of your audience. This lets you understand what age group and gender are interested in your business.

age demographics and interest reports google analytics

Geo Reports

What Report Shows the Percentage of Traffic that Previously Visited a WebsiteGeo reports tell you the location and language of your website visitors. They help you realize which part of the world is more interested in your business.

Of course, this is only beneficial if you are targeting international users.

Behavior >New vs Returning Visitor

This is the most relevant part of our discussion today. The new vs returning visitor report shows the percentage of traffic that previously visited your website.

What Report Shows the Percentage of Traffic that Previously Visited a WebsiteThe report shows different metrics about both types of visitors. For instance, you get to know the total number of users, their sessions, bounce rate, average session duration, and goal conversion rate.

Behavior > Frequency and Recency

Frequency essentially means how often a person visits your website. Recency means when a person visited your website lastly.

“Engagement” informs you about the level of engagement and time spent on your pages.


“Technology” report tells you which technology your visitors used to land on your website. For instance, if someone is using the Firefox browser, he or she will be added to that metric.

technology google analytics

The technology section also includes:

      • OS
      • Network
      • Hostname
      • Screen resolution

Mobile reports

devices google analytics

“Mobile reports” list the type and model of the mobile devices that visitors used to land on your site.

Moreover, you can use custom reports to define a variable and measure its performance.

“Benchmarking” gives you information about your competitors. You can also compare your marketing results with industry standards using benchmarking.

Acquisition reports

Acquisition reports are meant to collect information about user acquisition.

acquisition report google analytics

“Overview” shows a summary of user acquisition. “All traffic” provides stats about where the traffic comes from. “Google Ads” and Search console tell you about acquisition through the two platforms.

And, if you have attached any social platforms with your account, the “social” report tells you whether you are getting traffic from them or not.

Lastly, the “Campaigns” report is for tracking the users that land on your site using an ad URL with UTM tags.

Behavior report

behavior report

Behavior report tells you the following:

      • Pages that your users visit
      • Page load speeds
      • User search
      • Which pages users land and exit
      • Purchases, clicks, or subscriptions
      • Publisher report

Conversion reports

In conversion reports, you can track the goals you set. For instance, the report tells you the goal completion rate.

conversions reports google analytics

If you have an e-commerce website, I recommend using the “e-commerce”report to get the stats about your revenues, transaction rate, and more.

The “Multi-channel funnels” report gives you a deeper insight into your conversion goals. You can know which channels your users interacted with before converting.

You can also find out how much time it took to convert them.


Benefits of Using Reports?

Data-driven decisions allow you to keep up with what your customers want and continuously evolve your product/service for the better.

Google Analytics reports can provide you with a lot of relevant data on your website, which you can use for growing your business.

A prominent benefit of using Google Analytics is conversion tracking. It lets you craft your future marketing strategies based on what worked in the past.

You can also target visitors from a particular country or people that speak a particular language.

Every marketer or website owner should use Google Analytics tool because it tells you whether your website is performing the way it should. It tells you a lot about your prospects, helping you in converting them.

All in all, a data-driven marketing approach can save your marketing budget by giving you the right path and allowing you to make correct decisions.


Why Should You Keep Tracking Returning Visitors?

Keeping track of returning visitors is essential because the probability of a person taking a profitable action (such as buying) is quite low on the first visit.

People tend to take their time before buying anything. Usually, the first visit is just a consideration visit. So, you don’t want to leave a person after the first visit. Retargeting ads will serve your business well in such cases.

Tracking a returning visitor is important because you can help them in making a buying decision if they are not sure about it.

Plus, offering excellent service/product to a customer repeatedly can make him or her loyal to your brand.


Final Thoughts

“What report shows the percentage of traffic that previously visited a website?” The answer is:

Behavior > New vs returning report

Google analytics behavioral report lets you track new as well as returning website visitors, allowing you to maximize conversions. This is because most first-time website visitors don’t take action.

By tracking returning visitors, you can also make them your loyal customers. And, loyal customers are a great asset when it comes to word of mouth marketing.



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