> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# New Visitors Percentage: Measure Acquisition vs Retention

> Track the percentage of new visitors to your store. Measure acquisition effectiveness and balance with returning visitor retention in Upstack.

<Tip>
  Percentage of total unique visitors who are first-time visitors. High percentages indicate strong acquisition but may suggest retention challenges.
</Tip>

## Formula

<Info>
  **New Visitors Percentage** = ( [**New Visitors**](/reference/metrics/funnel/awareness/new-visitors) ÷ [**Unique Visitors**](/reference/metrics/funnel/awareness/unique-visitors) ) × 100
</Info>

### Formula Components

| Metric                                                                     | Definition                                                 |
| -------------------------------------------------------------------------- | ---------------------------------------------------------- |
| [**New Visitors**](/reference/metrics/funnel/awareness/new-visitors)       | First-time visitors identified through identity resolution |
| [**Unique Visitors**](/reference/metrics/funnel/awareness/unique-visitors) | Distinct individuals visiting your store                   |

| Metadata        |                         |
| --------------- | ----------------------- |
| **Type**        | Percentage              |
| **Data Source** | [Upstack Pixel](/pixel) |
| **Aggregation** | Ratio                   |

***

## Example

Your store had **8,500 unique visitors** last month, with **5,950 being new visitors**:

| Segment            | Count | Percentage |
| ------------------ | ----- | ---------- |
| New Visitors       | 5,950 | 70%        |
| Returning Visitors | 2,550 | 30%        |

A 70% new visitor rate indicates strong top-of-funnel acquisition, but you may want to invest in retention strategies to bring visitors back.

***

## How It Works

The Upstack pixel identifies unique visitors using cross-device identity resolution. A visitor is classified as "new" on their first tracked visit and "returning" on subsequent visits. This metric calculates the ratio of new visitors to total unique visitors.

***

## When to Use

| Scenario                         | Action                                                      |
| -------------------------------- | ----------------------------------------------------------- |
| Evaluating acquisition campaigns | High percentages indicate effective reach to new audiences  |
| Diagnosing retention issues      | Consistently high rates may signal poor retention           |
| Seasonal analysis                | Compare new visitor ratios across peak and off-peak periods |
| Channel comparison               | Identify which channels drive new vs returning traffic      |

***

## Related Metrics

| Metric                                                                 | Relationship                                       |
| ---------------------------------------------------------------------- | -------------------------------------------------- |
| [New Visitors](/reference/metrics/funnel/awareness/new-visitors)       | Numerator—count of first-time visitors             |
| [Unique Visitors](/reference/metrics/funnel/awareness/unique-visitors) | Denominator—total distinct visitors                |
| [Unique Sessions](/reference/metrics/funnel/awareness/unique-sessions) | Alternative denominator for session-based analysis |

[See all Awareness metrics →](/reference/metrics/funnel/awareness)