New vs return analysis and how to approach this | Community
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roohnair18
Level 2
April 29, 2024
Question

New vs return analysis and how to approach this

  • April 29, 2024
  • 2 replies
  • 1965 views

This is more of analysis question than tool related - 

How to find out key behaviour of users in terms of new vs return on content consumption and link interaction

any ideas are welcome and thanks

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2 replies

Jennifer_Dungan
Community Advisor and Adobe Champion
Jennifer_DunganCommunity Advisor and Adobe Champion
Community Advisor and Adobe Champion
April 29, 2024

This can be a bit of a layered question... first, depending on your definition of "new" and "repeat"... are you talking all time? Within X time frame? How critical is your user data (i.e. with multiple devices, or with cookie rules, the same user might be identified as a new user).

 

You can take a look at a session I did on how to create non-overlapping new / repeat visitors segments:

https://experienceleague.adobe.com/en/docs/events/the-skill-exchange-recordings/analytics/may2023/rockstar-tips

 

Then you can pair these segments with your specific metrics: PVs or UVs, etc... and even on your specific link clicks.

 

This is generic without knowing what exactly you have been collecting in your suite.

    pradnya_balvir
    Community Advisor
    pradnya_balvirCommunity Advisor
    Community Advisor
    April 30, 2024

    You need to create a segments for new and return visits.

    Visit Number equal to 1 is New and Visit Number greater than 1 is Return.

    Create a segment on visits level.

     

    In the report you can check how many interactions coming from new vs return.

    How they are performing.

    Create a report

    New visits and Return visits are dimensions

    Link interactions (events), downloads, video play etc are metrics as per your requirements

     

     

    Jennifer_Dungan
    Community Advisor and Adobe Champion
    Jennifer_DunganCommunity Advisor and Adobe Champion
    Community Advisor and Adobe Champion
    April 30, 2024

    @pradnya_balvir the definitions you provided are for an "all-time" new / repeat user (it won't be new/repeat within a specific time frame, and those repeat users may have visited the site years ago and not come back since - so long as they are identified as the same user, the visit number will pick up where it left off) and technically, if you are using that, you don't need to create segments, those already exist as standard Adobe defined segments:

     

    • First Time Visits
    • Return Visits

     

    These also will not prevent overlaps in your segments... a user who comes to the site for the first time, then returns again within the same time frame will appear in both segments... Just something to keep in mind.... 

     

     

    But yes, pairing the segments with your metrics in this way, or stacking the segments with the metrics, and doing a Daily, Weekly, or Monthly breakdown to see the behaviour over time would also work...

     

    There are many ways to visualize the data, and many ways to define your segments... whether or not you care about recency, or just the basic "new" based on all time data.

      pradnya_balvir
      Community Advisor
      pradnya_balvirCommunity Advisor
      Community Advisor
      May 2, 2024

      Yes, as per the requirement they can create segments and they can use existing defined segments as well.

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