We break down your traffic based on of the number of people who have visited your site before versus those who are first timers. Of course, returning users can indicate loyalty, so that's exciting . What is your usual breakdown? Are most of your visitors returning? When have you seen the ratio change dramatically?
You can check out a really helpful blog post about this stuff here here.
We deem anyone as a new user if that user hasn’t visited your site in the past month. We label them as new for the first 30 minutes of that first visit. You want to show your new readers something related to the page they are currently on, some of your crowd-pleasing material, or highly engaging content. Make them remember who you are so they will come back again!
Returning users are people that have visited your site more than twice in the past month.