Browse Analytics
First visits explore
The First visits explore pairs every new visitor's first visit with every feature, and whether they came back. What it covers, what to know when reading it, and every dimension and metric in it.
The First visits explore has one row for every new visitor and every feature, with whether they used it on their first visit and whether they came back. Use it to find what in a first visit goes with coming back.
Good to know
- Every new visitor has a row for every feature, used or not, so visitors who used a feature and those who did not are read from the same rows. Every count is of visitors, each once.
- A return is another visit on an allowed origin. Back within 7 days and Back within 30 days count only first visits at least that old, so yesterday's first visit is on neither side of a rate.
- It shows what goes with coming back, not what causes it. Visitors who use more of a site on a first visit were more interested to begin with, so a Lift says where to look, not that showing a feature to everyone would bring them back. A lift needs 20 first visits old enough on each side, or it is empty.
Used on dashboards
Charts on these dashboards are built on the First visits explore:
- Product and app usage: Usage and Paths
Dimensions
The First visits explore has 27 dimensions.
The first visit
| Dimension | Type | Description |
|---|---|---|
| First visit time | Timestamp | When the visitor's first visit began: a date range on it chooses the new visitors. Time intervals: Raw, Day, Week, Month. |
| First visit 7+ days ago | Boolean | Whether the first visit is at least 7 days old, so has had a week to be followed by another. |
| Back within 7 days | Boolean | Whether the visitor visited an allowed origin again within 7 days of their first visit, which must be at least 7 days old. |
| Converted on the first visit | Boolean | Whether the first visit converted, macro or micro, as the Visits explore counts a conversion. |
| Features used in the first visit | Number | How many different features the first visit used: page types it viewed and click types it clicked. |
| Features in the first visit | String | How many different features the first visit used, in six bands that sort in order as text: 0, 1, 2, 3, 4-5 and 6+. |
| First-visit path | String | The features the first visit used, in order, a repeat of the one before taken as one step: its first four, then how many more. (no typed step) where none of its pages or clicks had a type. |
| Typed first visit | Boolean | Whether the first visit viewed a page or clicked something Kontala gives a type: how much of a first visit the paths and features here can see. |
The feature
| Dimension | Type | Description |
|---|---|---|
| Feature | String | A page type (Page: Pricing) or a click type (Click: Add to cart). Every new visitor has a row for each. |
| Feature kind | String | Page for a page type, Click for a click type. |
| Feature name | String | The feature without its kind: the page type's or the click type's label. |
| Used it in the first visit | Boolean | Whether the first visit used the feature. |
How the visitor arrived
| Dimension | Type | Description |
|---|---|---|
| Acquisition channel | String | How the visitor's first visit arrived, by the rules of Channel in the page view explore: the channel that acquired them. |
| Acquisition source | String | Where the first visit came from, as the Visits explore's Source reads it. |
| Acquisition medium | String | How the first visit came, as the Visits explore's Medium reads it. |
| Acquisition campaign | String | The campaign the first visit's link carried. |
| Acquisition campaign ID | String | The ad platform's campaign id the first visit's link carried as utm_id. |
| Landing page type | String | The page type of the page the first visit landed on. |
| Device id kept | String | How long the visitor's browser keeps the device cookie between visits: 7 days on Safari and on every browser on iOS, longer elsewhere, where a later return counts as a new visitor. |
Geo
| Dimension | Type | Description |
|---|---|---|
| Country | String | The visitor's country as a two-letter code, such as GB, from their IP address. IP Geolocation by DB-IP (https://db-ip.com/), CC-BY 4.0. A dashboard showing this must display that attribution. |
| Country name | String | The country's name in English, as the Unicode CLDR gives it, read from Country's code; a code CLDR does not name reads as itself. IP Geolocation by DB-IP (https://db-ip.com/), CC-BY 4.0. A dashboard showing this must display that attribution. |
| Continent | String | One of seven continents, read from Country by the UN's regions: North America includes Central America and the Caribbean. Russia is Europe; Turkey, Cyprus, Georgia, Armenia and Azerbaijan are Asia, as the UN files them. IP Geolocation by DB-IP (https://db-ip.com/), CC-BY 4.0. A dashboard showing this must display that attribution. |
Browser environment
| Dimension | Type | Description |
|---|---|---|
| Device class | String | Bucketed from window width, not from the User-Agent. A narrow desktop window reads as mobile, which is the honest answer for a layout question; Device type answers the hardware one. |
Browser, operating system and device
| Dimension | Type | Description |
|---|---|---|
| Device type | String | Desktop, mobile, tablet or smart tv, from the User-Agent header, and unknown where it names no platform: the hardware, where Device class is the layout the window's width gives. A tablet asking for desktop sites, as Safari on iPad does by default, reads as desktop. |
| Browser | String | The browser, from the User-Agent header. A browser built on Chromium that does not name itself there, such as Brave, Arc or a desktop app, reads as Chrome. A page opened inside an app reads as the app where it names itself, such as Instagram or the Google app, and as In-app browser where it does not. An app's own screens, from Kontala's SDK, read as App. |
| Operating system | String | The operating system, from the User-Agent header; iOS includes iPadOS. There is no version beside it, because browsers freeze theirs: Windows 11 reports Windows 10 and every Mac reports macOS 10.15. An iPad asking for desktop sites, as Safari on iPad does by default, reads as macOS, and many Android tablets read as Linux the same way. |
Data source and quality
| Dimension | Type | Description |
|---|---|---|
| Site | String | The property the event was sent to, read from the key it was sent with. |
Metrics
The First visits explore has 11 metrics.
New visitors
| Metric | Calculation | Description |
|---|---|---|
| New visitors | Count distinct | Visitors whose first visit, on an allowed origin, is in the rows, each once. |
| Typed first visits | Ratio (%) | The share of first visits that viewed a page or clicked something Kontala gives a type: how much of a first visit the paths and features here can see. |
| Features in a first visit | Average | How many different features a first visit used, on average. Every new visitor has the same number of rows, so the average over the rows is the average over the visitors. |
| Converted on the first visit | Ratio (%) | The share of first visits that converted, macro or micro. |
Coming back
| Metric | Calculation | Description |
|---|---|---|
| Back within 7 days | Ratio (%) | The share of new visitors who came back within 7 days of their first visit, over the first visits at least 7 days old. Safari and iOS keep the device cookie 7 days, so this is the rate to lead with. |
| Back within 30 days | Ratio (%) | The share of new visitors who came back within 30 days of their first visit, over the first visits at least 30 days old. Reads low on Safari and iOS, which forget the device after 7 days. |
What a feature in the first visit goes with
| Metric | Calculation | Description |
|---|---|---|
| Used it in the first visit | Ratio (%) | The share of new visitors whose first visit used the feature. Empty over more than one feature. |
| Back within 7 days if used | Ratio (%) | The share of new visitors whose first visit used the feature who came back within 7 days, over those at least 7 days old. Empty under 20 of them, and over more than one feature. |
| Back within 7 days if not | Ratio (%) | The share of new visitors whose first visit did not use the feature who came back within 7 days, over those at least 7 days old. Empty under 20 of them, and over more than one feature. |
| Lift | Ratio | How many times more often the new visitors who used the feature in their first visit came back within 7 days than those who did not. It says what goes with coming back, not what causes it, and needs 20 first visits on each side. |
| Correlation | Ratio | How strongly using the feature in the first visit goes with coming back within 7 days, from -1 to 1 (the phi coefficient, as Amplitude Compass measures it): 0.4 or more is strong, under 0.2 weak. Needs 20 first visits on each side. |