> ## 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 Discount Per Order: Average RC Discount

> Track the average discount amount per returning customer order from Shopify. Measure repeat buyer promotional costs and optimize retention discount strategies.

<Tip>
  The average discount dollar value applied per returning customer order.
</Tip>

## Formula

<Info>
  **Returning Customer Discount Per Order** = [**Returning Customer Discounts**](/reference/metrics/orders/adjustments/returning-customer-discounts) ÷ [**Returning Customers**](/reference/metrics/orders/customers/returning-customers)
</Info>

### Formula Components

| Metric                                                                                                 | Definition                                                  |
| ------------------------------------------------------------------------------------------------------ | ----------------------------------------------------------- |
| [**Returning Customer Discounts**](/reference/metrics/orders/adjustments/returning-customer-discounts) | Total discount dollars applied to returning customer orders |
| [**Returning Customers**](/reference/metrics/orders/customers/returning-customers)                     | Number of orders placed by returning customers              |

| Metadata        |                             |
| --------------- | --------------------------- |
| **Type**        | Currency                    |
| **Data Source** | [Shopify](/sources/shopify) |
| **Aggregation** | Ratio                       |

***

## Example

Your store processed **856 returning customer orders** in March with **\$6,848** in discounts:

| Metric                    | Value      |
| ------------------------- | ---------- |
| RC Discounts              | \$6,848    |
| RC Order Count            | 856        |
| **RC Discount Per Order** | **\$8.00** |

Compare to New Customer Discount Per Order (\$12.50) to see if you're over-incentivizing acquisition versus retention.

***

## How It Works

Returning Customer Discount Per Order divides total discounts on repeat buyer orders by the number of those orders. Unlike the total discount figure, this metric normalizes for volume—revealing whether discount intensity is rising or falling as you scale retention.

***

## When to Use

| Scenario                 | Action                                                            |
| ------------------------ | ----------------------------------------------------------------- |
| Retention cost tracking  | Monitor per-order discount cost for repeat buyers                 |
| Segment comparison       | Compare against new customer discount per order                   |
| Loyalty program analysis | Evaluate if loyalty discounts are creeping higher over time       |
| Margin protection        | Set thresholds to prevent discount escalation on repeat purchases |

***

## Related Metrics

| Metric                                                                                         | Relationship                                              |
| ---------------------------------------------------------------------------------------------- | --------------------------------------------------------- |
| [RC Discounts](/reference/metrics/orders/adjustments/returning-customer-discounts)             | Numerator: total discount dollars for returning customers |
| [Returning Customers](/reference/metrics/orders/customers/returning-customers)                 | Denominator: returning customer order count               |
| [RC Discount %](/reference/metrics/orders/adjustments/returning-customer-discount-percent)     | Discounts as percentage of RC gross revenue               |
| [Discount Per Order](/reference/metrics/orders/adjustments/discount-per-order)                 | All-customer discount per order for comparison            |
| [NC Discount Per Order](/reference/metrics/orders/adjustments/new-customer-discount-per-order) | Acquisition discount per order for segmented analysis     |

[See all Adjustments metrics →](/reference/metrics/orders/adjustments)