Skip to content

Google Analytics Frequency & Recency

Frequency & Recency Reports

How do you know how frequently and recently people visited your website? What can this tell you about the people visiting your website?


In this video, we’re going to talk about the Google Analytics Frequency & Recency reports. These two reports help you understand how frequently and how recently people visited your website, which can be helpful in determining exactly when to time your marketing campaigns.

Once you’re in Google Analytics, expand the audience section in the sidebar and then under audience, we want to click on behavior, and then we wanna click on frequency and recency. This will load the frequency and recency report. The first thing you’ll see when you load the report is the count of sessions. The count of sessions report will tell you how frequently people came to your website. You can see those both in terms of sessions and in terms of page views.

Now, on almost every website, the most frequent amount of times people visit is once. So what we really wanna pay attention to here isn’t the first line of this report, but instead, we wanna look at the other counts of sessions to see which of these are really frequent. As you can see in this report, there’s a lot of people who come back to this website after 2 times, 3 times, 4 times, and even people who come back after 1 or 2 weeks.

At the top of the report, you can then click to days since last session. Days since last session will tell you how recently people visit. Here again, the first line of the report is zero, meaning this is their first visit to the website or their first session. This will almost always be the highest number on any given website that you’re looking at. However, here again we wanna see if any of the other numbers are rather high, because that starts to tell us when we maybe should drop marketing, or retargeting ads, or some other way to draw people back into our website. In this case, there’s a lot of people who return to website after 1 to 3 days. There’s also a fair number of people who return to this website after several weeks.

One helpful way to use these 2 reports is to segment these reports by the people who actually purchase something from your organization, or people who converted in some other way, if you aren’t selling goods on your website, such as filling out a lead form or signing up for a newsletter. To do that, we’d click on add segment and then in this case, we’d wanna click on sessions with conversions. Then we would click apply. This will then tell us, of the people who converted, or filled out that lead form, or made a purchase on our website, how many days was it since their last session. You can also look at this segment within the count of sessions to see how frequently people visited the website who converted. There’s a significant number of people who came back to the website 2, 3, 4, and even more times before they ended up converting.

If you have other questions about the frequency and recency reports, or anything else to do with Google Analytics, please feel free to contact me.