> ## 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.

# Returning Customer Purchase Value: Repeat Buyer Revenue

> Track returning customer purchase value in your Shopify store. Measure repeat buyer revenue from pixel-tracked purchase events.

<Tip>
  Returning Customer Purchase Value measures the total monetary value of purchase events from customers who have bought before, tracked by the Upstack pixel.
</Tip>

## Formula

<Info>
  **Returning Customer Purchase Value** = **SUM** ( Purchase Value ) **WHERE** customer\_type = returning\_customer
</Info>

### Formula Components

| Metric                                                                                             | Definition                                                        |
| -------------------------------------------------------------------------------------------------- | ----------------------------------------------------------------- |
| **Purchase Value**                                                                                 | Monetary value of individual purchase events tracked by the pixel |
| [**customer\_type = returning\_customer**](/data-dictionary/measures-and-dimensions#customer-type) | Filters to purchases from customers who have ordered before       |

| Metadata        |                                                              |
| --------------- | ------------------------------------------------------------ |
| **Type**        | Currency                                                     |
| **Data Source** | [Upstack Pixel](/pixel), [Shopify](/sources/catalog/shopify) |
| **Aggregation** | Sum                                                          |

***

## Example

Your Shopify store tracked **\$47,500** in returning customer purchase value last month from **312 repeat purchases**.

| 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  |

***

## How It Works

The Upstack pixel tracks purchase events on your Shopify store and identifies whether each buyer is a new or returning customer. Returning Customer Purchase Value sums the monetary value of all purchase events where the customer has previously completed an order.

***

## 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    |

***

## Related Metrics

| 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            |

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