The 3 Levels Of Visitor Recency

> interesting metric for engagement.

Just as for Bounce Rate, it is sometimes hard to get an idea of your data performance in term of last period since last visit of your audience : is it good when users take ten days before coming back to my website ? 
 
No doubt the amount of time that passes between sequential visits is an essential metric for measuring engagement. Indeed, the higher the recency, the better : the fewer days between previous visits, the more engagement you have.
 
This metric is to be found in the Audience > Behavior > Frequency & Recency report of your Google Analytics account, more precisely in the Days Since Last Visit  tab. Note that you can apply an Advanced Segment including only returning visitors : since recency is about the time period since last  visit, new visitors are not relevant in this instance, so if you don’t show only data for returning visitors the row for “0” will be wrong as it will include all new visitors !
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recency report
 
Obviously the boundaries for each group will depend on your business model, but the following categories can be quite a reliable indicator :
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  • High = within one week (< 7 days)
  • Medium = between 8 and 30 days
  • Low = more than 30 days
Indeed, the higher the recency, the better : the fewer days between previous visits, the more engagement you have.
 
In the particular case of e-commerce websites, this could be the amount of time between visit and purchase. However keep in mind that high-value purchase items tend to have a long visitor recency as visitors take longer to consider their purchase.
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