Total dollar value of discounts applied to returning customer orders.
Returning Customer Discount Amount = SUM ( Discount Amount ) WHERE customer_type = returning_customer
| Metric | Definition |
|---|
| Discount Amount | Total discounts applied to orders |
| customer_type = returning_customer | Filters to orders from customers who have purchased before |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify |
| Aggregation | Sum |
Example
Your store applied $12,450 in discounts to returning customer orders in Q1:
| Month | RC Discounts | RC Orders | Discount/Order |
|---|
| January | $3,820 | 412 | $9.27 |
| February | $4,150 | 478 | $8.68 |
| March | $4,480 | 523 | $8.57 |
How It Works
This metric sums all discount amounts from orders placed by returning customers. A customer is classified as “returning” when they have at least one prior completed order in Shopify. Discounts include coupon codes, automatic discounts, and manual adjustments applied at checkout.
When to Use
| Scenario | Action |
|---|
| Measuring loyalty program cost | Track how much revenue is given away to repeat buyers |
| Comparing segments | Benchmark against new customer discounts to ensure balanced strategy |
| Retention budget analysis | Monitor discount spend as a component of retention cost |
| Margin optimization | Identify opportunities to reduce excessive repeat-purchase discounts |
| Metric | Relationship |
|---|
| Returning Customer Discount % | Discounts as percentage of gross revenue |
| New Customer Discounts | Compare acquisition vs. retention discount spending |
| Discount Amount | Total discounts across all customer types |
| Returning Customer Refunds | Combined with discounts for total adjustments |
