Adobe Analytics

czmudzin · 6/27/25

Apologies for a repeated topic. We get roughly 10M UV per quarter. My new visitor logic is (Visitor Container | Visit Number = 1). With this logic, 90% of my UV are "New Visitors." Do I need to adjust my logic for new visitors? This doesn't seem accurate at all.

czmudzin · 6/27/25

My logic for the segment is:

Vinay_Chauhan · 6/27/25

Hi @czmudzin

That segment logic is technically fine, but the high percentage you're seeing could be due to how Adobe identifies users.

If someone clears cookies, switches browsers or devices, or uses incognito mode, they'll show up as a new visitor again. Also, if you're looking at data for a full quarter, a lot of one-time visitors will naturally fall into that "Visit Number = 1" bucket.

Adobe doesn’t link users across devices unless you’ve set up something like a login-based ID (like a CRM ID). Without that, the same person might show up multiple times as “new.”

You can consider -

Comparing your segment to the default “First Time Visit” dimension in Adobe
Testing the segment on a shorter date range to see if the percentage looks more balanced
Using a persistent ID if you have one (like a login ID) to better track returning visitors

Hope that helps!

Jennifer_Dungan · 6/27/25

As @Vinay_Chauhan mentioned, people with multiple devices, clearing cookies, using incognito, using different platforms like web vs app, can all have an impact on the Visitor Count.... If you have enabled Cookie Consent, and are not setting ECIDs for opt-outs, that will also cause inflation for your visitors and how many people are new.

Now, you just look like you are looking at the numbers in aggregate... but if you decide that you need more granular information, like by month, the segment you have created will cause issues.

Using Visitor Scope for your segment means that within your reporting range, any user who had a Visit Number of 1 (at any time) will be counted as a New Visitor in every visit, in every month in your report.

Visitor Scope returns ALL hits and visits for any visitor that matches the criteria.

So if I was a user:

Feb 4
- Visit Number 1
Feb 7
- Visit Number 2
Mar 10
- Visit Number 3
Apr 1
- Visit Number 4
....

Your definition using "Visitor" will return all of the visits above... it will also count me as a UV in Feb, again in March, again in Apr, etc....

You are much better off looking at Visit or Hit scope, and pairing that with your UV metric...

That way, I will only show in Feb as a "New Visitor" and not in March, April or whenever....

Remember that the scope of your segment has little to do with the metric you want to pair it with...

While this article is more focused on exclusions, containers and attribution, I do touch on segment scope:

https://experienceleague.adobe.com/en/perspectives/the-magic-behind-the-curtain-complex-segments

You can also watch a session I did for Skill Exchange:
https://experienceleague.adobe.com/en/docs/events/the-skill-exchange-recordings/analytics/aug2024/se...

czmudzin · 6/27/25

@Jennifer_Dungan Thanks for this detailed explanation.

Are you saying that you'd be counted as 4 UVs in the analysis workspace I pictured above? I thought because the timeframe is set to one (fiscal quarter) you'd only be counted once if you had your first visit within that timeframe.

Jennifer_Dungan · 6/27/25

If you are looking in Aggregate for the entire time frame, it should be once.. (you are looking in aggregate right now) but if you were to do a month breakdown, I would be counted once in the deduplicated total, but then once in each month (even the months that weren't the first visit).. if you were trying to see "New Visitors by month, those would definitely be inflated... the visitor was new in the fiscal quarter, but definitely not new in each month of that quarter....

This is because the scope of the segment says get every hit and visit for the user that did "criteria" within the total time frame... so the visit in Feb would make the user included, and everywhere that visitor went for every visit is part of the segment.

czmudzin · 6/27/25

Yes, that makes sense. It's just hard to believe 90% of my traffic using this segment is considered new. Do you happen to know what other averages are that you've seen?

KumarRishii · 6/27/25

@czmudzin If your current implementation inflates the count of new visitors significantly (e.g., 90%), you should refine the visitor identification process.