How to do new and repeater analysis with Google Analytics

Do you know what percentage of your site visitors are new and returning?

Therefore, we will introduce new and repeater analysis methods in Google Analytics and tools that can easily perform new and repeater analysis.

1. What is "new / repeater" in Google Analytics?

Google Analytics distinguishes between new and subsequent visits with the segments New Visitor and Returning Visitor, respectively.

It's important to note that "new users" and "repeaters" are segments only, not new users or repeat users.

For example, suppose user A has visited the site 10 times during the period. Naturally 10 sessions. When this is divided into "new users" and "repeaters", the number of sessions for "new users" is 1, and the number of sessions for "repeaters" is 9. Being confused because the user is A alone, be careful.

New users often come by accident and don't have much knowledge of the website. On the other hand, return visitors come to your website with a clear purpose. I also know what content is on the site and how I can accomplish my goal. It is necessary to analyze the traffic flow of users by considering both different behavior patterns in the site separately.

2. How to analyze "new / repeater" in Google Analytics

Now, let ’s look at how to segment Google Analytics into “new users” and “returners”.

The method differs depending on whether you want to view the summary of the entire site by segmenting new and returning customers, or when you want to check the metrics of each page by segmenting new and returning customers.

① Check the summary of the entire site by dividing it into "New / Repeaters"

After logging in to Google Analytics,

1. Click [User> Action> New and Returning]
Google Analytics "Users" Report

A summary of the entire site for each of the new and repeaters is displayed. "New Visitor" represents a new user and "Returning Visitor" represents a returning user.

② Check the index of each page by dividing it into "new / repeater"

1. Click [Action> Site Content> All Pages]
2. Click [Add Segment]
3. Select [New User] [Repeater]
4. Click [Apply]
Google Analytics new / repeater segment addition screen

Now you can see the number of sessions and exits for each page by new / repeater.

Here, for example, if you select [Acquisition> All Traffic> Sources / Media] instead of [Actions> Site Content> All Pages] in the menu on the left, you can check the source of new users and repeaters.

In this way, you can check the metrics for each new / repeater in Google Analytics, but because the table grows vertically, it takes time to compare the numbers between pages and check the actual screen of the page I will.

3. How to analyze "new / repeater" in anatomy

With the access analysis tool `` Anatomy '' that makes Google Analytics `` visible '', if you set the device category to `` PC / tablet '' or `` mobile '' at the time of site registration, segment analysis with new / repeater for each device is easy You can do it.

To switch segments in Anatomy, use the upper left select box.

If you switch the segment to "New", you can easily check the access data for new users, and if you switch the segment to "Repeaters", you can easily check the access data for repeat users.

New / repeater switching screen of access analysis tool "Anatomy"

In addition, you can check the number of inflows and bounce rate of each page for each new / repeater on the transition graph for the last 5 weeks.

Access transition graph for new and repeaters of the access analysis tool "Anatomy"

With just one click, you can see how many campaigns and ads have increased inflows, and what percentage of bounces they have.

In this way, Anatomy makes it easy to check the access data for each new / repeater on each page.


New users and returning users have different backgrounds and different goals for visiting the site. Analyzing the segment into new and returning customers can help you understand how your site is used for each user and improve your site.
Please try "Anatomy", a tool that allows you to easily change the number of inflows and bounce rates for each new / repeater on each page.

If you have any concerns about Google Analytics settings, such as the fact that a particular page cannot be retrieved successfully, there is also a service that can diagnose the status of Google Analytics settings.

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