# New vs Returning Customer Analysis

Source: https://adsuperpowers.ai/docs/cookbook/recipe/new-vs-returning

Compare how new and returning customers behave and convert.

Category: [Attribution](https://adsuperpowers.ai/docs/cookbook/category/attribution). Difficulty: Intermediate. Estimated time: 30 minutes. Estimated time saved: 2h. These estimates depend on your account and task.

## Platforms

- [Google Analytics](https://adsuperpowers.ai/docs/cookbook/platforms/ga4)

## Best for

- [E-commerce Pro](https://adsuperpowers.ai/docs/cookbook/roles/ecommerce-pro)
- [Growth Engineer](https://adsuperpowers.ai/docs/cookbook/roles/growth-engineer)

## Prerequisites

- GA4 with user identification

Connect the required accounts and your [AI assistant](https://adsuperpowers.ai/docs/setup), then confirm the [workspace and client context](https://adsuperpowers.ai/docs/accounts#client-profiles). Open a recipe for its prerequisites, prompts and expected output. Treat durations and time savings as editorial estimates, not guarantees. Check proposed writes before approving them. Recipes involving another service need a separate connection to that service.

## Tools used

| Tool | Purpose |
| --- | --- |
| [`ga4_run_report`](https://adsuperpowers.ai/docs/tools/google-analytics#available-tools) | New vs returning data |

The tools available to your assistant depend on account connections, workspace permissions and client support. [Browse the tool catalog](https://adsuperpowers.ai/docs/tools).

## Prompts

Use these prompts in your connected AI assistant. Replace account names, dates and targets as needed. Read the result before following a recommendation or approving a write.

### Customer Type Analysis

```text
Compare the behavior and value of new vs returning users in my GA4 data. Show conversion rate, average order value, and lifetime value differences. How should this affect my acquisition vs retention budget split?
```

**Expected output:** New vs returning analysis with budget allocation recommendations

## Automation

This recipe is intended for an interactive run. Review the result with your assistant before proceeding.

## Related recipes

- [List All Connected Accounts](https://adsuperpowers.ai/docs/cookbook/recipe/list-all-accounts)
- [Website Traffic Sources](https://adsuperpowers.ai/docs/cookbook/recipe/traffic-sources)
- [Top Landing Pages](https://adsuperpowers.ai/docs/cookbook/recipe/top-pages)

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