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% New Sessions

% New Sessions



*Some metrics can be pulled into AdWords columns from Google Analytics, for you to see this data you must have a Google Analytics account and it must be linked to the AdWords account… Specific Google Analytics tracking code is also required for this data to be pulled into any account.

% New Sessions

Quick Description = Percentage of first time visits to your site

Calculation: New Sessions / All Sessions

Referred to as = % New Sessions

This refers to the amount of people that are entering your site for the first time, as opposed to returning visitors.


Before we discuss % New Sessions, we should understand a little bit about Sessions… A session is a collection of activities that all took place on your website within a time frame for a single user. For example a session could include a range of PageViews and goal completions as the image below illustrates:


Sessions do differ from Clicks, if you are unfamiliar with the difference, we have summarised them below:

  • Multiple ad clicks can result in multiple clicks but only a single session, as a session is time based.
  • A user returning to your site directly (through a bookmark for example) after having clicked on an ad will often result in multiple sessions but only a single click.
  • If a page does not load properly after an ad click, you may not see a recorded session where you do see a click.
  • Invalid clicks are removed from click reports but not from sessions.

New Sessions

A New Session is simply a visitor that has not previously been to your website, this is established through use of cookies so there is some degree of variance between what you see and reality. This difference arises from people clearing cookies from their browser.

Typically visits separated by 30 days or more will be counted as new sessions.

How % New Sessions Works

This is simple to calculate, for example; if you have 1,000 sessions and 300 new sessions:

300 / 1,000 = 0.3 = 30% New Sessions

This metric could be considered an indirect engagement metric, in the above example we can calculate that the percentage of returning sessions is 70%... This illustrates that a lot of people are returning to your site, in this example, which to some extent shows that people are coming back more than new people are finding the site.

Depending on your goals and business this may be good or bad and the subsequent course of action will need to be tailored to steering this in the right direction.

Engagement Metrics

Google Analytics has a large suite of engagement metrics to help you understand user behaviour and engagement with your content. Pages per session is a good indicator of engagement, most of the time, the more pages the user visits typically indicates a higher level of interest in your site’s content.

This may not be the case if the time on page is very low, as this could indicate someone who cannot find the content they are looking for.

More Information

If you liked this guide on Pages Per Session, you may also be interested in the following guides related to this subject:

  • Bounce rate
  • Pages Per Session
  • Avg. Session Duration
  • Sessions
  • Google Analytics Metrics
  • Google Analytics


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