How New Visitor Targeting Works Across Sessions
When an Experience is configured to target new visitors only, a visitor who was previously exposed to the Experience will not continue seeing it after they become a returning visitor.
How does an Experience identify returning visitors?
Visitor identity is tracked using information such as cookies and cart data. When this information persists, the Experience can recognize the visitor when they return to the site.
The visitor's status as a new or returning visitor is determined based on the session timing and is not permanently tied to their original Experience assignment.
What happens when a new visitor returns?
Suppose an Experience is configured to target new visitors only:
- A visitor arrives on the site for the first time.
- They qualify as a new visitor and are assigned to either the Control or Variation.
- They leave the site.
- They return after the new-visitor window has passed.
- They are now identified as a returning visitor.
- Because the Experience targets new visitors only, they no longer qualify for the Experience.
For example:
| Visitor Status | Experience Targeting | Result |
|---|---|---|
| New visitor | FIRST_SESSION |
Eligible for the Experience |
| Returning visitor | FIRST_SESSION |
Not eligible for the Experience |
Does the original variant assignment remain sticky?
An Experience can maintain a visitor's previous variant assignment, but variant persistence does not override Experience targeting rules.
The targeting criteria are evaluated before the existing variant assignment is considered. Therefore, if a returning visitor no longer meets the Experience's targeting criteria, their previous Control or Variation assignment does not cause the Experience to display again.
Example
An Experience targets FIRST_SESSION only and has two variants:
- Control: New visitors who are not assigned to the Variation
- Variation: New visitors assigned to the test Variation
A visitor initially qualifies as a new visitor and is assigned to the Variation.
If that visitor returns after becoming a returning visitor:
First visit:
New visitor → qualifies for FIRST_SESSION → Variation is shown
Return visit:
Returning visitor → no longer qualifies for FIRST_SESSION → Experience is not shown
The visitor will not be moved to the Control simply because they became a returning visitor. The Control is also part of the new-visitor targeting, so the visitor is no longer eligible for either variant.
The transition from a new visitor to a returning visitor is not based specifically on whether the visitor returns "a few days later." The FIRST_SESSION status is based on a defined session window.
As a result, a visitor can become a returning visitor even within the same day if they return after the applicable new-visitor window has passed.
When an Experience targets new visitors only, a visitor who later returns to the site and is identified as a returning visitor will no longer qualify for that Experience.
A previous Control or Variation assignment does not override the Experience's current targeting criteria.
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