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Users who are visiting your website. If a visitor generates more than one visit, we can consider the label of returning visitor.
Most analytics tools set cookies for all visitors to later identify new and returning visitors.
Metrics associated with visitors:
Read more about how to keep your visitors in our blog post: Exit intent pop-ups: ins and outs of keeping visitors on your site
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.
