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Returning visitors metric shows the number of people who have visited and revisited a website. With that data, you can see how effective your marketing strategy is at retaining an audience. The returning visitor metric can also be used to see how your content marketing strategy impacts your audience’s behavior.
Web analytics is changing fast. AI is moving from buzzword to actual business impact, privacy rules keep shifting on both sides of the Atlantic, and marketing teams are rethinking their tool stacks. What does this mean for analytics strategy in 2026? We asked industry experts to share their predictions.
The Digital Omnibus is the European Commission’s simplification initiative to modernize the EU’s digital rulebook and reduce consent fatigue. The framework would enable first-party analytics without consent when specific criteria are met, ending years of uncertainty about the use of legitimate interest for web statistics.
