Returning user

Users who visited more than once with the same device or browser (versus new users).

Updated: Dec 2025

Computational logic

Identity is based on device or browser (cookie); clearing cookies or using a new device underestimates returning users.

Use-case narrative & business value

This indicator measures audience loyalty and stickiness. Sustainable growth on any platform depends on users continuously coming back, not just on acquiring new ones; this metric shows you whether your content and platform structure have succeeded in turning users into repeat visitors, or not.