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