> ## 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 Purchases: Track Repeat Buyer Conversions

> Track returning customer purchases for your Shopify store. Measure repeat buyer conversions and customer retention effectiveness.

<Tip>
  Returning Customer Purchases counts the total number of purchase events from customers who have previously purchased from your Shopify store.
</Tip>

## Formula

<Info>
  **Returning Customer Purchases** = **COUNT** ( Purchases ) **WHERE** customer\_type = returning\_customer
</Info>

### Formula Components

| Metric                                                                                             | Definition                                                 |
| -------------------------------------------------------------------------------------------------- | ---------------------------------------------------------- |
| **Purchases**                                                                                      | All purchase events tracked by the Upstack pixel           |
| [**customer\_type = returning\_customer**](/data-dictionary/measures-and-dimensions#customer-type) | Filters to orders from customers who have purchased before |

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

***

## Example

Your Shopify store recorded **2,847 returning customer purchases** in March:

| Customer Type       | Purchases | % of Total |
| ------------------- | --------- | ---------- |
| Returning Customers | 2,847     | 62%        |
| New Customers       | 1,753     | 38%        |
| **Total**           | **4,600** | **100%**   |

***

## How It Works

The Upstack pixel tracks every purchase event on your Shopify store and identifies whether the customer has purchased before based on their email, phone, or identity match. Returning customer purchases are counted when the customer\_type dimension equals "returning\_customer" — indicating they have at least one prior completed order.

***

## When to Use

| Scenario                              | Action                                                                        |
| ------------------------------------- | ----------------------------------------------------------------------------- |
| Measuring retention success           | Track returning customer purchases to evaluate loyalty and repeat buying      |
| Calculating customer acquisition cost | Compare new vs returning purchase volume to understand CAC efficiency         |
| Evaluating remarketing campaigns      | Assess whether retargeting drives repeat purchases                            |
| Benchmarking LTV performance          | Monitor returning purchases as a leading indicator of customer lifetime value |

***

## Related Metrics

| Metric                                                                                                       | Relationship                                    |
| ------------------------------------------------------------------------------------------------------------ | ----------------------------------------------- |
| [New Customer Purchases](/reference/metrics/funnel/conversions/new-customer-purchases)                       | Opposite segment — first-time buyer conversions |
| [Total Purchases](/reference/metrics/funnel/conversions/all-purchases)                                       | Sum of new + returning customer purchases       |
| [Returning Customer Purchase Value](/reference/metrics/funnel/conversions/returning-customer-purchase-value) | Total revenue from returning customer orders    |

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