Behavior > New vs returning report shows what proportion of users has visited a website before.
Generally, Google Analytics has five categories of standard reports: Real-Time, Audience, Traffic Sources, Content, and Conversions. In addition, they are subdivided into dozens of other reports that allow learning more granular information about the web resource.
The New vs. returning report can be found in the Audience > Behavior section. It measures the percentage of traffic that has been on the website before. Apart from the user types, you can learn the bounce rate, pages per session, average session duration, conversion rates, and other details.
These findings help you compare how new and returning visitors behave on the website and spot any differences in their activities. Thanks to this, you can see how the audience’s loyalty changes over time and shape your marketing strategy accordingly.