Returning Customer Purchase Value: Repeat Buyer Revenue

Formula

Returning Customer Purchase Value = SUM ( value of rc_purchase events )

Formula Components

Metric	Definition
`rc_purchase` event	Generated for a `purchase` when Upstack already has a customer record for the buyer’s identity or email
`value`	The order value sent with the event, the same as on the original `purchase`

Metadata
Type	Currency
Data Source	Upstack Pixel, Shopify
Aggregation	Sum

Period	RC Purchase Value	RC Purchases	Avg Value
Week 1	$11,200	78	$143.59
Week 2	$12,800	85	$150.59
Week 3	$10,500	72	$145.83
Week 4	$13,000	77	$168.83

Period

RC Purchase Value

RC Purchases

Avg Value

Week 1

$11,200

$143.59

Week 2

$12,800

$150.59

Week 3

$10,500

$145.83

Week 4

$13,000

$168.83

How It Works

For every purchase event it processes, Upstack looks for a customer record under the buyer’s Upstack identity and each email on the event. If one exists, it generates rc_purchase. This measure adds up their value. Otherwise it generates nc_purchase, counted in New Customer Purchase Value.

The customer records are Upstack’s own, built from the orders and purchase events it has received. This isn’t the same check as the customer type used by order measures such as New Customers, so the numbers can differ.

When to Use

Scenario	Action
Measuring retention revenue	Compare RC purchase value to total revenue to gauge repeat buyer contribution
Evaluating loyalty programs	Track changes in RC purchase value after launching retention campaigns
Calculating customer LTV	Use as input for lifetime value models based on repeat purchase behavior
Optimizing remarketing spend	Assess whether remarketing ads drive profitable returning customer revenue

Metric	Relationship
Returning Customer Purchases	Count of repeat buyer purchases (volume vs. value)
Cost per Returning Customer Purchase	Ad spend efficiency for acquiring repeat purchases
New Customer Purchase Value	First-time buyer revenue for comparison

Metric

Relationship

Returning Customer Purchases

Count of repeat buyer purchases (volume vs. value)

Cost per Returning Customer Purchase

Ad spend efficiency for acquiring repeat purchases

New Customer Purchase Value

First-time buyer revenue for comparison

METRICS

Returning Customer Purchase Value

Formula

Formula Components

Example

How It Works

When to Use

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics