New visit rate
The new visit rate is the percentage of visits who are visiting the website for the first time.
The new visit rate is calculated as the number of visits who accepts a new cookie divided by the total number of visits.
If the new visit rate is calculated for individual web pages or a group of web pages, it indicates which content is viewed by new visitors.
A new visit is identified by means of a cookie. This means that the new visit rate is distorted by visitors who do not accept and/or delete cookies.