Returning Users Rate | Formula + Template

Rishikesh Ranjan
November 20, 2023


You've got thousands of visitors landing on your pages daily, but here's a crucial question: How many of them are returning visitors? Those who revisit are more than just numbers; they're the backbone of your business, the loyal crowd that keeps the wheel turning.

A healthy rate of returning visitors isn't just a number. It's a testament to the value your website provides, a sign that what you're offering resonates with your audience. This metric, the Returning User Rate, is a key indicator of your business's health and growth. It's about customer retention, loyalty, and satisfaction – elements that define the success of any digital venture.

In this blog, we'll dive into your website traffic, using Google Analytics to differentiate new from returning visitors. This distinction is more than just data; it paints a vivid picture of your marketing strategy's effectiveness and how well your audience connects with your content.

We'll explore the intricacies of the Returning User Rate, understanding not just what it is, but also how it's measured. Remember, while attracting new customers is great, nurturing loyal ones is a game-changer for your profitability – often without the need for extensive new marketing campaigns.

So, are you ready to unlock the secrets of keeping your customers engaged and making them return for more? Let's get started!

What is "Returning User Rate"?

Imagine it as a measure of loyalty: how many of your customers enjoyed their first experience with you enough to come back for more. This rate is not just about the initial purchase; it’s about the second, third, or even the tenth time a customer chooses you over others.

To put it simply, the Returning User Rate measures how many of your existing customers have visited your site more than once within a specific timeframe. This includes those who make a first visit and then, captivated by your offerings – be it due to the customer experience, incentives, new products, or pricing – return to make another purchase/visit.

The significance of this metric is immense. A higher Returning User Rate indicates a higher Customer Lifetime Value (CLV).

What does this mean for your business?

With a robust customer retention rate, your chances of increasing profitability and witnessing growth skyrocket.

Now, let’s talk about the technical side of things. In analytics, returning visitors are users who have previously visited your website. Using tools like Google Analytics, each new visitor gets a unique user ID, allowing for tracking their repeat visits. This data includes their number of sessions, session duration, and more. However, remember that this ID is device-specific. If a user visits from different devices, they might be counted as separate users, which can sometimes skew the data.

Despite this, the value of returning visitors can’t be overstated. They are the pillars of your customer base, often leading to higher conversion rates. Their interactions with your site provide invaluable insights – from which pages they frequent to your site's overall user experience.

So, how do we crunch these numbers? It's straightforward. To calculate the Returning User Rate, divide the number of repeat visitors by the total number of unique visitors within a given period. For instance, if in the last six months, your website attracted 30,000 unique visitors, of which 10,000 were returning, your Returning User Rate (RVR) would be:


This means your RVR for that period stands at a solid 33%.

Formula of "Returning User Rate"

Now that we understand the significance of the Returning User Rate, let's break down how to calculate it. This process is more straightforward than you might think. Essentially, it's about determining what percentage of your customer base consists of loyal, returning customers.

Returning Customer Rate Formula

To get your Returning Customer Rate, use the following formula:

Returning Customer Rate=(Number of Customers Who Have Made More Than One Purchase/Total Number of Customers)×100

This formula helps you quantify the loyalty quotient of your customer base.

Calculating the Rate of Returning Visitors

On the flip side, when focusing on website traffic, we use a slightly different metric: the Rate of Returning Visitors. This ratio compares the number of returning visitors to the total number of unique visitors on your site.

Rate of Returning Visitors=Number of Returning Visitors in a Given Period/Total Unique Visitors in a Given Period​

This calculation can be easily performed with the help of your analytics dashboard, offering a clear view of how well your site retains visitors.

Both these formulas give you a numerical grasp of customer loyalty and engagement. By regularly monitoring these rates, you can gain valuable insights into the health of you

Video and Template

To make these concepts even more accessible, we've included a helpful video guide below. This video walks you through the nuances of the Returning User Rate, offering visual explanations and practical examples. It's a great resource for those who prefer learning visually or want a quick refresher on the key points we've discussed.

In addition to the video, we understand the importance of practical application. That's why we've created a user-friendly template for you. This template is designed to simplify the process of calculating your Returning User Rate. You can easily duplicate it and use it with your data to get immediate insights.

Sign in to Airbook to calculate your own Returning User Rate

With these resources at your disposal, you're well-equipped to measure, analyze, and understand your Returning User Rate. Whether you're a data whiz or just starting out, these tools are designed to make your journey in customer retention metrics both informative and actionable.


The Returning User Rate is a vital metric for understanding customer loyalty and satisfaction. By measuring and analyzing this rate, businesses can gain valuable insights into their customer retention strategies. Remember, success isn't just about attracting new customers, but also about nurturing those who return. Keep an eye on this rate to ensure your business continues to grow and resonate with your audience.


What is the Returning User Rate?
Why is the Returning User Rate important for businesses?
How do you calculate the Returning User Rate?
Can the Returning User Rate be misleading?
What insights can businesses gain from analyzing the Returning User Rate?
How often should businesses calculate their Returning User Rate?
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