What report shows the percentage of traffic that previously visited a website?

A key audience demographic on your Google Analytics dashboard is the breakdown of New Visitors vs. Returning Visitors. New visitors are people who are coming to your site for the first time on a device. Returning visitors have come back to your site before! The ratio of new visitors to returning visitors can be very telling and show the effectiveness of your inbound digital marketing techniques across the web. Looking at behavioral data for these two groups provides valuable insight about website content, structure, and design, and it can show new opportunities for providing value to your audience.