New Visitors Percentage: Measure Acquisition vs Retention

Percentage of total unique visitors who are first-time visitors. High percentages indicate strong acquisition but may suggest retention challenges.

Formula

New Visitors Percentage = ( New Visitors ÷ Unique Visitors ) × 100

Formula Components

Metric	Definition
New Visitors	First-time visitors identified through identity resolution
Unique Visitors	Distinct individuals visiting your store

Metadata
Type	Percentage
Data Source	Upstack Pixel
Aggregation	Ratio

Example

Your store had 8,500 unique visitors last month, with 5,950 being new visitors:

Segment	Count	Percentage
New Visitors	5,950	70%
Returning Visitors	2,550	30%

A 70% new visitor rate indicates strong top-of-funnel acquisition, but you may want to invest in retention strategies to bring visitors back.

How It Works

The Upstack pixel identifies unique visitors using cross-device identity resolution. A visitor is classified as “new” on their first tracked visit and “returning” on subsequent visits. This metric calculates the ratio of new visitors to total unique visitors.

When to Use

Scenario	Action
Evaluating acquisition campaigns	High percentages indicate effective reach to new audiences
Diagnosing retention issues	Consistently high rates may signal poor retention
Seasonal analysis	Compare new visitor ratios across peak and off-peak periods
Channel comparison	Identify which channels drive new vs returning traffic

Metric	Relationship
New Visitors	Numerator—count of first-time visitors
Unique Visitors	Denominator—total distinct visitors
Unique Sessions	Alternative denominator for session-based analysis

See all Awareness metrics →

New Visitors Engagement

⌘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