Do you know your returning users?
February 21, 2024
February 21, 2024
One of the key metrics that people look at is New vs Returning users. This very simple metric lets you understand a great deal about your business and allows you run personalisation, acquisition and analysis about your business. Problem is the reporting is wrong.
What is a new user In Google Analytics 4, a new user is someone who’s visiting your site for the first time. This is logged as a ‘first_visit’ or ‘first_open’ event.
View your new user metrics by clicking on Reports > Acquisition. You’ll see an overview that provides you with an at-a-glance understanding of how many new visitors your site’s attracting.
The only thing that’s better than new users are ones who return to your site again and again. Why? It’s not only that retention costs less than acquisition. It’s also a great sign that your users are satisfied—delighted, even—and well on their way to loyalty.
In Google Analytics 4, returning users are people who have previously visited your website or app. If they stopped by at least once before—even if they didn’t engage during that session—they are returning users. To access an overview of your returning users, click on Reports > Retention. Then, start by comparing new vs. returning users within a specific time period.
Working with our consulting partners at Civic Data we found across several partners a similar trend.
You can see in the above sample report for ACME Corp that when comparing the GA data vs the data when AdFixus is deployed is though similar in trend line the actual numbers represented is very different.
Even more alarming is when we plot the same data below by the daily difference you can start to see where this error in this important metric is causing businesses a considerable issue
The reason behind this is that for browsers that are filtering out third-party cookies - they are reseeding the ID every 7 days.
Working with our partners and clients we have seen several benefits been derived after we have implemented AdFixus Identity across their websites.
Understanding your New vs Returning users seems like a simple analysis in most cases this is being mis-represented in your analytics tool set. With the deprecation of third-party cookies, the data you report on is having a significant impact to your business across several business-critical areas. A true first-party durable ID, like AdFixus, is an investment you can’t afford to ignore.
To learn more please Contact Us for a discussion