What is a returning user?
A returning user is someone who visited your website before and has come back for another session.
In GA4, a returning user is a person who started a new session after having at least one earlier session on your site. Older reports called them returning visitors. Returning users often signal interest: people comparing options, coming back to book or checking information again. Like all user counts, it depends on cookies, so it is an estimate.
Why it matters for your business: A healthy share of returning users means people find your site useful enough to come back, which often comes before a call or purchase.
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