You’re spending thousands a month on Meta ads, but results are plateauing. Frequency’s creeping up. ROAS is slipping. You feel like you’re just retargeting the same people over and over again, because, well, you probably are.

Most brands track the usual suspects: CTR, CPC, ROAS. And sure, they have their place. But there’s one metric we use every day that tells us something none of the others do:

New Visit Percentage.

Not many people talk about it. But they should.

What Is New Visit Percentage?

New Visit Percentage (NVP) is the % of people clicking your ad who haven’t been to your site before. Simple as that.

If 100 people click your ad and 80 of them are new, your NVP is 80%.

It tells you one key thing: is your creative actually reaching new people, or is it just circling the drain of your existing warm audience?

Why Most Brands Get Stuck

Here’s what Meta won’t tell you: When you optimize for purchases (which nearly everyone does), Meta finds a group of people who convert well and feeds them the same ad over and over again.

On the surface, it works. ROAS looks solid for a bit. But it flatlines fast. Frequency shoots up. Efficiency tanks.

The problem? You're not growing your audience. You're just bleeding your warm pool dry.

New Visit Percentage helps us spot this early, and fix it.

What a Healthy Funnel Looks Like

Here’s how we structure creative across the funnel using NVP as our guide:

• Top-of-Funnel (TOF): 80–90%+ NVP

• Mid-Funnel (MOF): ~60% NVP

• Bottom-of-Funnel (BOF): ~50% NVP

We recently audited a campaign with one TOF video ad hitting 91% NVP. That’s exactly what we want. It means the creative is doing its job: pulling in new, cold traffic.

Further down the funnel, we had:

• An objection-handling UGC video at 63%

• A static FAQ-style ad at 51%

That’s the progression. Reach new people. Retarget with depth. Close with clarity.

How to Improve Your New Visit Percentage

This isn’t about targeting tricks. It’s about creative. Meta rewards newness, authenticity, and relevance.

Here’s what we do:

• Persona-aligned creators. Not just any influencer. The kind of person your buyer already follows.

• Loosen the script. Good creators don’t need a teleprompter. Give them structure, not a screenplay.

• Founder content. Especially for health and beauty brands. It’s raw, human, and scroll-stopping.

• Employee-generated content. Warehouse clips. Product demos. Internal faves. It’s real, and it works.

• Visual diversity. Change the pace. Mix motion with statics. Pattern interrupts count.

New Visit % goes up when your content feels native to the feed, not repurposed from your PDP.

Real Results

One health brand we work with was stuck at 42% NVP. We introduced new formats using persona-aligned creators and some internal team content. Within three weeks, they were hitting 84% NVP on TOF ads.

ROAS followed. CAC dropped. The account scaled.

That’s why we use this metric as a north star.

Want to See How You Stack Up?

We built a free interactive benchmarking tool where you can compare your CAC, ROAS, and NVP to other brands in your niche.

It shows you how you stack up, and what kind of uplift we’d expect to see if you were working with us.

Because the difference between a good ad and a great one? Often, it’s the 40% of people who’ve never heard of you before.