Mk 431

---
name: mk-431
description: "New and Returning Customer Traffic Comparison. Use when work requires comparisons with consistent periods and new / returning customer definitions; process the specified inputs using this method and verify the deliverable"
---

# MK-431 | New and Returning Customer Traffic Comparison

For ordinary chat, upload `packs/mk-431.md`, which includes the shared rules, this method, and required references

## Purpose

This skill delivers: **Comparisons with consistent periods and new / returning customer definitions**

Adding impressions across platforms does not yield deduplicated reach; conversions with different attribution windows cannot be added as actual sitewide orders

## Required inputs

Provide: GA4, GSC, advertising, and sales exports, metric definitions, and costs

## Method steps

1. Compare new- and returning-customer traffic separately; do not blend their conversion rates, average order values, and acquisition costs into one overall average
2. New-customer sources may include organic / referral / cpc / manual UTM; returning customers often include direct, email, LINE, SMS, and other return-visit sources
3. Base source classification on actual UTM and GA data; the course materials give typical illustrative settings, rather than a single mandatory standard

## Calculation and interpretation

Verify data sources, dates, currencies, denominators, and attribution; sums across platforms do not equal unique reach or incremental impact

## Required output fields

| Order | Field | How to fill it in |
|---:|---|---|
| 1 | Comparison item | Original evidence, intermediate method results, or an explicit unknown; do not fabricate |
| 2 | Subject / version A | Original evidence, intermediate method results, or an explicit unknown; do not fabricate |
| 3 | Subject / version B | Original evidence, intermediate method results, or an explicit unknown; do not fabricate |
| 4 | Definition / basis | Original evidence, intermediate method results, or an explicit unknown; do not fabricate |
| 5 | Comparability | Original evidence, intermediate method results, or an explicit unknown; do not fabricate |
| 6 | Difference | Original evidence, intermediate method results, or an explicit unknown; do not fabricate |
| 7 | Source | Original evidence, intermediate method results, or an explicit unknown; do not fabricate |
| 8 | Limitations | Original evidence, intermediate method results, or an explicit unknown; do not fabricate |

## Validation cases

**MK-431-C05｜Comparison periods differ in length or definition**

Expected: Do not directly compare totals; first list what is not comparable and what can safely be compared

## Method sources

Original file: 營業額提升主要關鍵（三）從數據來提升 ROI 的策略

Source locator: reports

Source basis: extracted from course materials

Original URL: https://docs.google.com/presentation/d/1lwpCxF1cMgaK7Gnvngw8NzytDLYD8MK-p91g8dwSytU/edit

English translation of source excerpt retained in the master sheet:

> What reports are produced