Difference in Repeat Visitor Rate between single month and single year

[HirokiTa]

I would like to confirm "Repeat Visitors Rate" for a website I manage. The Repeat Visitors Rate was calculated by Number of Repeat Visitors/ Number of unique visitors. However, there is a large discrepancy when comparing this Rate between a single month and a single year in Adobe analytics.

When looking at a single month, the average Repeat Visitors Rate is about 23%, but when the date range is annual (year), the rate is 8.6%.
When I check the data, we see that the number of "Repeat Visitors" has decreased significantly.

The total number of Repeat Visitors for the 12-month period should be 106,232, but the pie chart shows 16,675.

In general, it would be expected the number of repeat visitors to increase as the time period is extended, but why is it decreasing?

[bjoern__koth · Accepted solution]

Hi @HirokiTa 

Adobe Analytics is deduplicating visitors across months.

Example:

• User A visits the website in Jan, Mar, Apr
• he will appear as
  • 1 New Visitor in Jan
  • 1 Repeat Visitor in March
  • 1 Repeat Visitor in April
  • but only 1 Unique Visitor across the chosen date range

So, a user can appear in both groups during your chosen time span.

This great video from @Jennifer_Dungan may help shed a light on this and potentially also how to use segmentation to not double-count first-time and returning visitors using advanced segmentation.

So, when you are saying "The total number of Repeat Visitors for the 12-month period should be 106,232, but the pie chart shows 16,675.",

16.675 is the number of deduplicated, Unique Visitors.

[HirokiTa]

Thanks for your clarification. Your answer and the video are very helpful. Thank you so much!!