Audience Comparison: New vs. Returning

Separate acquisition from retention behaviour

The New vs. Returning tab shows whether an Audience's apparent strength comes from attracting first-time visitors, bringing people back or converting an established customer base. That distinction changes the action: acquisition messaging and retention journeys should not be judged as though they solve the same problem.

Read the trends and outcomes

• New & Returning Users – Primary Metrics provides the headline comparison.
• Sessions & Conversions keeps traffic and outcomes together.
• Sessions, Effective Rate, Time Spent and Conversions Trends show whether the difference persists across the selected period.
• Top Interactions by Visitor Type reveals which actions distinguish new and returning journeys.

Use the classification in context

“Returning” depends on Incendium recognising prior activity. Cookie clearing, device changes, consent and identity stitching can affect that recognition. Use the report directionally, check sample sizes and pair it with repeat-purchase or CRM evidence when the decision is commercially significant.