> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# New Visitors: First-Time Store Visitors

> Track first-time visitors to your store with the Upstack pixel. Measure customer acquisition effectiveness and identify growth opportunities.

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

## Formula

<Info>
  **New Visitors** = **COUNT** ( Visitors ) **WHERE** [first\_visit = true](/data-dictionary/measures-and-dimensions#visitor-dimensions)
</Info>

### Formula Components

| Metric                                                                                 | Definition                                                              |
| -------------------------------------------------------------------------------------- | ----------------------------------------------------------------------- |
| **Visitors**                                                                           | Individual people identified by the Upstack pixel's identity resolution |
| [**first\_visit = true**](/data-dictionary/measures-and-dimensions#visitor-dimensions) | Filters to visitors on their first-ever tracked visit to your store     |

| Metadata        |                         |
| --------------- | ----------------------- |
| **Type**        | Number                  |
| **Data Source** | [Upstack Pixel](/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   |

***

## Related Metrics

| Metric                                                                        | Relationship                              |
| ----------------------------------------------------------------------------- | ----------------------------------------- |
| [Unique Visitors](/reference/metrics/funnel/awareness/unique-visitors)        | Total visitors (new + returning combined) |
| [New Visitors %](/reference/metrics/funnel/awareness/new-visitors-percentage) | New Visitors ÷ Unique Visitors            |
| [Unique Sessions](/reference/metrics/funnel/awareness/unique-sessions)        | Total sessions across all visitors        |

[See all Awareness metrics →](/reference/metrics/funnel/awareness)