I help organizations improve what they do online. My focus is on business and web-related opportunities.
-Marketing BA (UNIMIB)
-Management MSc (University of London)
---Advanced Analytics Certificate + IQ
-Search Engine Optimization (SEO)
-Pay Per Click Advertising (PPC)
-Conversion Rate Optimization (CRO)
-A/B and Multivariate Testing
-Tools: Ahrefs, Click Funnels, Data Studio, Tag Manager, Optimize, Surveys, Hotjar, Smartlook
Google Analytics reports show 2 metrics by default:
New Users = those are NOT returning users
Users = new users + returning users
However, if you want to show the number of RETURNING USERS in your reports, you can create a calculated metric, you can name it "returning users", then apply the formula (users - new users). After you creating a calculated metric, you can then use it in your reports. What is cool about this is that calculated metrics will incorporate past data!
source: I am a digital analytics specialist
( https://www.lucapennisi.com )