How to understand returning visitor data in Google Analytics?

@kyleigh.wolff 

To understand returning visitor data in Google Analytics, follow these steps:

1. Login to your Google Analytics account.
2. Select the desired website or property from the list.
3. Click on the "Audience" tab on the left-hand side panel.
4. Expand the "Behavior" section and click on "New vs Returning" to view the returning visitor data.

Here are some key metrics that can help you understand returning visitor data:

1. Returning Visitors: This metric shows the total number of visitors who have returned to your website within the selected date range.
2. % New Sessions: This metric indicates the percentage of new sessions generated by first-time visitors. It helps you identify how many of your website sessions are from returning visitors.
3. Returning Visitor Conversion Rate: This metric tells you the percentage of returning visitors who have completed a specific goal, such as making a purchase or filling out a form. A higher conversion rate suggests that your returning visitors are engaged and more likely to convert.
4. Returning Visitor Behavior: You can explore the behavior of returning visitors by examining metrics like average session duration, pages per session, and bounce rate. These metrics provide insights into how engaged returning visitors are on your website.
5. Cohort Analysis: Cohort Analysis in Google Analytics allows you to analyze the behavior of specific groups of visitors over time. You can create cohorts based on various attributes, such as acquisition date or user type, to understand how returning visitors behave and convert over time.

By analyzing these metrics and tracking the behavior of returning visitors, you can gain insights into the loyalty and engagement of your audience. This understanding can help you refine your marketing strategies, improve user experience, and drive higher conversions from returning visitors.