A comparison of first-time visitors against those who have previously interacted with a website or platform.

What it Measures ?

Ratio of first-time visitors vs. returning users.

Relevant StakeHolders 

Digital Marketing Head, Analytics Manager

In-depth Use Case / Real-world Example

The New vs Returning Visitor Ratio is a diagnostic KPI used to understand audience composition—how many users are discovering the platform for the first time versus how many are returning. For manufacturing marketers, this ratio is a proxy for both brand awareness and customer retention. A higher new visitor percentage suggests successful outreach and visibility, such as through paid campaigns, SEO efforts, or partnerships. On the other hand, a strong returning visitor percentage indicates that users find value in the site and are coming back to explore further, download resources, or engage with support tools. For instance, if 70% of a welding machine manufacturer’s monthly visitors are new, it may reflect successful awareness-building efforts like a new product campaign. However, if the returning visitor share is low, marketing may need to focus on loyalty, personalization, or nurturing strategies. This KPI helps tailor the content strategy—new visitors may need onboarding materials like introductory videos or industry guides, while returning ones may prefer in-depth comparisons, FAQs, or case studies. Monitoring this ratio helps ensure that the site supports both discovery and continued engagement, which is critical in the long sales cycles typical of industrial marketing.