Audience Quality
What's a good New vs Returning Visitor Ratio?
A good New vs Returning Visitor Ratio for a local business is around 1.50. Ratio of new to returning visitors. A balanced mix around 1.0-2.0 is ideal. An excellent New vs Returning Visitor Ratio — the top tier Karbon Agency grades client campaigns against — is around 2, while 0.50 marks the minimum acceptable tier.
The three tiers Karbon grades against
| Tier | Value | What it means |
|---|---|---|
| Minimum | 0.50 | The floor. Below this, something is broken. |
| Recommended | 1.50 | The tier a healthy campaign should hit. |
| Excellent | 2 | Top-tier performance worth defending. |
This metric is best kept within a range — too high and too low are both problems.
Why New vs Returning Visitor Ratio matters
Too many new visitors (high ratio) means no retention. Too many returning (low ratio) means no growth. The sweet spot depends on business stage but balance is key.
Where does your New vs Returning Visitor Ratio land?
Karbon Agency grades every client campaign against these exact tiers, live on a dashboard — no guessing, no quarterly PDFs.