Tracking New vs. Returning Visitors in Adobe Analytics: A Comprehensive Guide

How to Track New vs. Returning Visitors in Adobe Analytics

Understanding the behavior of new and returning visitors is crucial for enhancing user engagement and tailoring your marketing strategies. There are two primary methods to capture this data in Adobe Analytics: through segments or by using plugins. Let’s explore both approaches in detail.

Method 1: Using Segments

This method involves analyzing the visitor's visit number to determine whether they are new or returning.

How It Works:

• A visitor is classified as a "returning visitor" if they have at least one visit with a visit number higher than 1 (2 or more).

• All other visitors are segmented as "new visitors."

• This segmentation is based on the visitor's entire history, not restricted to a specific timeframe.

Key Points:

• The classification relies on the Experience Cloud ID (ECID) cookie, which has a default lifespan of 2 years.

• This method offers a broad view of visitor behavior across their entire interaction history with your website.

👉 Learn more about segmenting new and returning visitors

Method 2: Using Plugins

If you prefer more flexibility in tracking timeframes, plugins provide an effective alternative.

How It Works:

• With plugins, you can create and manage your own cookie to identify new and returning visitors.

• The cookie’s lifespan can be customized according to your business needs (e.g., 30 days or any other duration).

Advantages of Plugins:

• They offer greater control over the data collection period.

• You can tailor the implementation based on your vertical's requirements, ensuring the data aligns with your specific business goals.

👉 Explore how to use plugins for tracking new and repeat visitors

Which Method Should You Choose?

• Use Segments if you need a long-term view of visitor behavior and can work with a 2-year cookie duration.

• Opt for Plugins if you require more flexibility and need to define your own timeframes for tracking visitors.

Both methods provide valuable insights into user behavior and help you design effective strategies to engage new and returning visitors.

Conclusion

Tracking new vs. returning visitors is a fundamental aspect of website analytics. By leveraging either segments or plugins, you can gain a deeper understanding of visitor behavior and enhance your strategies for retention and acquisition.

Which method works best for your business? Share your thoughts in the comments below!