> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Repeat Purchase Rate: Track Returning Customer Purchases

> Track the percentage of purchases from returning customers in your Shopify store. Measure customer loyalty and retention with Repeat Purchase Rate.

<Tip>
  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.
</Tip>

## Formula

<Info>
  **Repeat Purchase Rate** = ( **Returning Customer Purchases** ÷ **Total Purchases** ) × 100
</Info>

### Formula Components

| Metric                                                                 | Definition                                                                    |
| ---------------------------------------------------------------------- | ----------------------------------------------------------------------------- |
| **Returning Customer Purchases**                                       | Purchase events from customers who have completed at least one previous order |
| [**Total Purchases**](/reference/metrics/funnel/conversions/purchases) | All purchase events tracked by the Upstack Pixel                              |

| Metadata        |                         |
| --------------- | ----------------------- |
| **Type**        | Percentage              |
| **Data Source** | [Upstack Pixel](/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%** |

By channel:

| 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     |

***

## Related Metrics

| Metric                                                                                   | Relationship                        |
| ---------------------------------------------------------------------------------------- | ----------------------------------- |
| [Purchases](/reference/metrics/funnel/conversions/purchases)                             | Denominator in this calculation     |
| [Unique Converters](/reference/metrics/funnel/conversions/unique-converters)             | Distinct customers who converted    |
| [Session Conversion Rate](/reference/metrics/funnel/conversions/session-conversion-rate) | Overall store conversion efficiency |

[See all Attributed Conversions metrics →](/reference/metrics/funnel/conversions)