The share of returning customer orders that used a discount code or promotion.
| Metric | Definition |
|---|
| Returning Customer Discounted Orders | Count of returning customer orders with a discount applied |
| Returning Customers | Total number of returning customer orders |
| customer_type = returning_customer | Filters to orders from customers who have purchased before |
| Metadata | |
|---|
| Type | Percentage |
| Data Source | Shopify |
| Aggregation | Ratio |
Example
Your store had 1,156 returning customer orders in January, with 462 using discount codes:
| Period | RC Discounted Orders | RC Orders | Rate |
|---|
| January | 462 | 1,156 | 40.0% |
| February | 387 | 1,034 | 37.4% |
How It Works
Counts repeat buyer orders with discounts and divides by total returning customer orders. Elevated values may signal discount dependency in retention; declining rates show loyal customers converting without incentives.
When to Use
| Scenario | Action |
|---|
| Evaluating loyalty program ROI | High rates mean discounts drive most repeat purchases |
| Testing discount reduction | Monitor if rate drops without hurting retention |
| Comparing to new customers | Identify if new vs repeat buyers need different incentives |
| Optimizing retention margins | Lower rates improve profitability on repeat orders |
| Metric | Relationship |
|---|
| NC Discount Order Rate | Same metric for first-time customers |
| RC Discounts | Total discount dollars for returning customers |
| Discount Count | Total orders with discounts (all customers) |
