Repeat Purchase Rate measures the percentage of tracked purchase events from returning customers—those who have made at least one previous purchase on your Shopify store.
Repeat Purchase Rate = ( Returning Customer Purchases ÷ Total Purchases ) × 100
| Metric | Definition |
|---|
| Returning Customer Purchases | Purchase events from customers who have completed at least one previous order |
| Total Purchases | All purchase events tracked by the Upstack Pixel |
| Metadata | |
|---|
| Type | Percentage |
| Data Source | Upstack Pixel |
| Aggregation | Ratio |
Example
Your Shopify store tracked 1,250 purchases this month, of which 425 were from returning customers:
| Metric | Value |
|---|
| Total Purchases | 1,250 |
| Returning Customer Purchases | 425 |
| Repeat Purchase Rate | 34.0% |
| Channel | Total Purchases | Repeat Purchases | Repeat Rate |
|---|
| Meta Ads | 680 | 204 | 30.0% |
| Google Ads | 320 | 115 | 35.9% |
| Organic | 250 | 106 | 42.4% |
How It Works
Upstack identifies returning customers by matching the customer email or identity from Shopify order data against previous purchase history. When a returning customer completes a purchase, it counts toward the repeat purchase total. The rate is calculated by dividing repeat purchases by all purchases and expressing it as a percentage.
When to Use
| Scenario | Action |
|---|
| Repeat rate increasing | Customer loyalty improving—consider loyalty programs or VIP tiers |
| Repeat rate declining | Audit post-purchase experience, email flows, and product quality |
| Comparing channels | Identify which traffic sources drive loyal, repeat buyers |
| Forecasting LTV | Higher repeat rates indicate stronger customer lifetime value |
| Metric | Relationship |
|---|
| Purchases | Denominator in this calculation |
| Unique Converters | Distinct customers who converted |
| Session Conversion Rate | Overall store conversion efficiency |
