'Percent of return visitors' is the proportion of users who visited your site beyond their first visit. 'Percent of new visitors' is the proportion of users visited your site for the first time. These numbers are beneficial to help your organization understand if you are getting a high churn in traffic, or if your visitors frequent your site multiple times.
This recipe is not to be mistaken with percent of new/return customers. Percent of new/return customers calculates all visitors who purchased something on your site.
DAA members, go here to view full recipe.
------------------------------
Russ Whitchurch
Adobe Analytics Community Manager
help-forums.adobe.com
------------------------------