New Visitor percentage as reported by 3rd party measurement tools' cookie and identification data, tends to be in the 40-50% range
If a user visits your site from the default browser and then through an ad on a platform that opens up their own in-app browser (Meta, Snap, Tiktok, etc), that will appear as two separate cookies and visitors. All Applovin visits go to the default browser.
Our model is persistent in bringing a user back if they show signs of interest and don't purchase on the first click
Across dozens of advertisers and over months of time, we've seen there's no correlation between new customer % and new visitor percentage
New Customer
Our new customer percentage, which is based on email address match to a customer database, tends to be high at 80-90% consistently over time
This blog post from Northbeam - shows 75% of Northbeam's top 100 customers are spending on Applovin and across 85 brands' data, they see 85% New Customer percentage for AppLovin