Repeat Visit Rate

Repeat visit rate shows what share of a period's visitors came more than once — a simple measure of short-term audience loyalty.

This rate measures the first layer of loyalty: what fraction of the audience dropped by once and left, and what fraction found reason to return. It is a sibling of the returning-user rate but from a slightly different angle; here the unit counted is the person, and the question is whether one individual came more than once in the period. Its importance is that visit growth without repeat-visit growth is fragile — the site keeps buying fresh users but does not keep them. But it has two traps. First, this rate is sensitive to the window length: in a one-week range it is naturally lower than in a one-month range because there was less chance to return, so comparison only makes sense across equal-length windows. Second, repeat visits do not measure quality; a user who entered twice by accident still counts as a repeat, so this rate should be read beside session depth and duration to separate real loyalty from accidental repetition.