The number of returning customer orders that had a refund issued.
Returning Customer Refund Count = COUNT ( Refunded Orders ) WHERE customer_type = returning_customer
| Metric | Definition |
|---|
| Refunded Orders | Orders with refunds issued |
| customer_type = returning_customer | Filters to returning customers |
| Metadata | |
|---|
| Type | Number |
| Data Source | Shopify |
| Aggregation | Count |
Example
Your store had 89 returning customer refunds this quarter:
| Channel | RC Refunds | RC Orders | Refund % |
|---|
| Meta Ads | 38 | 720 | 5.3% |
| Email | 32 | 850 | 3.8% |
| Organic | 19 | 430 | 4.4% |
| Total | 89 | 2,000 | 4.5% |
How It Works
This metric counts orders placed by repeat customers that Shopify marks as refunded. A customer is classified as “returning” when they have at least one prior order in your Shopify store. The count includes full and partial refunds.
When to Use
| Scenario | Action |
|---|
| Monitoring loyalty health | Compare RC refund count to NC refund count |
| Evaluating product changes | Track if updates increase refunds from regulars |
| Calculating refund rate | Use as numerator in Returning Customer Refund % |
| Identifying retention risks | Rising counts may signal declining satisfaction |
| Metric | Relationship |
|---|
| Returning Customer Refund % | This count divided by RC orders |
| Returning Customer Refunds | Dollar amount (this metric is the count) |
| New Customer Refund Count | Same metric for first-time buyers |
| Refund Count | Total refund count (all customers) |
