'Percent of return customers' is the proportion of users who purchased something on your site beyond their first visit. 'Percent of new customers' is the proportion of users who purchased something on your site on their first visit. These numbers are beneficial to help your organization understand if the majority of your orders are from newcomers.
This recipe is not to be mistaken with percent of new/return visitors. Percent of new/return visitors calculates all visitors regardless of whether they purchased something on your site.
DAA members, go here to view full recipe.
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Russ Whitchurch
Adobe Analytics Community Manager
help-forums.adobe.com
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