Gather all unique customers on leads that occurred within the year: Customers 1
Gather all unique customers on leads that occurred the previous year: Customers 2
Gather all unique customers on leads that occurred before Jan 1 of the year: Customers 3
Total Leads: This is the count of all your leads in the account/location for the period. If you have a customer with multiple leads for the same day, it will count them all.
Total Events: This is the count of all leads in a status that is marked to send to reports. The 'send to reports' property of a status is meant for statuses that you consider worthy to count as sales. Often these are confirmed and completed leads, but they can include others such as those you have a contract out for that hasn't been confirmed yet.
Conversion Rate: The calculation of Total Events divided by Total Leads.
Web Leads, Web Events, and Web Conversion Rate: Similar to the above except it excludes any leads not coming from the website.
Pct Repeat: Percentage of repeat customers from previous year
Pct Repeat All: Percentage of repeat customers from all previous years
It only counts leads with status_reports = 1 (Use Leads in this Status for Preset Statistics and Charts on Statuses page), and works roughly as follows:
Pct Repeat is the percentage of customers that belong in both Customers 1 and Customers 2
Pct Repeat All is the percentage of customers that belong in both Customers 1 and Customers 3
For Example, if John is Customer ID 1 and Mary is Customer ID 2, they are treated as separate customers regardless of their organization.