About the Returning Visitor Rate Calculator
Share of visitors who return to your site, and the new-visitor share.
Also known as: returning visitors percentage, new vs returning.
How to use this calculator
- Enter returning visitors, total visitors.
- The result updates instantly as you type — press Calculate (or Enter) at any time.
- Open “Step-by-step” to see how the answer was worked out.
- Use Copy result or Share to save the answer or send a link with your inputs.
Formula
Returning visitor rate = Returning visitors ÷ Total visitors × 100
Worked example
Using the values pre-filled in the calculator above:
- Returning visitors = 4,200
- Total visitors = 15,000
the calculator returns:
- Returning visitor rate: 28%
- New visitor rate: 72%
Working
Returning visitor rate = 4,200 ÷ 15,000 × 100 = 28%