I'm not sure how to interpret the results in Google Analytics. I understand that some metrics should be high, and some should be low. But this one I don't get:

• % new visitor vs. % returning visitor:
  It's good that users are returning, but surely it's also good to get new, fresh visitors. How do I evaluate this %-vs-% ratio?

The higher the better:

• visits
• unique visitors
• pageviews
• pages per visit
• avg. visit duration

The lower the better:

• bounce rate
• drop-offs