New Visitors: First-Time Store Visitors

The count of visitors identified by the Upstack pixel as first-time visitors to your store.

Formula

New Visitors = COUNT ( Visitors ) WHERE first_visit = true

Formula Components

Metric	Definition
Visitors	Individual people identified by the Upstack pixel’s identity resolution
first_visit = true	Filters to visitors on their first-ever tracked visit to your store

Metadata
Type	Number
Data Source	Upstack Pixel
Aggregation	Count

Example

Your store attracted 8,420 new visitors last month from acquisition campaigns:

Source	New Visitors	Share
Paid Social	4,210	50%
Organic Search	2,526	30%
Direct	1,684	20%

How It Works

The Upstack pixel identifies first-time visitors using browser fingerprinting and cookie data. A visitor is counted as “new” only once—their first session on your store. Returning visitors are excluded from this count.

When to Use

Scenario	Action
Measuring acquisition reach	Track how many net-new people your campaigns attract
Evaluating ad platforms	Compare which channels bring the most new traffic
Seasonal planning	Identify when new visitor volume peaks
Funnel analysis	Use as top-of-funnel baseline for conversion rates

Metric	Relationship
Unique Visitors	Total visitors (new + returning combined)
New Visitors %	New Visitors ÷ Unique Visitors
Unique Sessions	Total sessions across all visitors

See all Awareness metrics →

Unique Visitors New Visitors %

⌘I

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics