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I have a quick question regarding new vs. returning users -

I know that new and returning users usually don't add up to users because of duplications, and "users" could be considered as the de-duped version.

When I look at my data for each individual month, the new vs. returning ratio are pretty much all above 30%:80%. But when I look at my data since my website's creation to now (which is 2 years), the ratio is like 17%:83%, clearly NOT the average of two years.

Why is the aggregate like this and if when I look at data across time it's not the average, how do I know if the new vs. returning users is even reliable? How do I track users' loyalty?

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