The combined total of refunds and discounts applied to orders from returning customers.
Returning Customer Refund + Discount = Returning Customer Refunds + Returning Customer Discounts
| Metric | Definition |
|---|
| Returning Customer Refunds | Total refund amount for returning customer orders |
| Returning Customer Discounts | Total discount amount for returning customer orders |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify |
| Aggregation | Sum |
Example
Your store processed $8,420 in returning customer adjustments this month:
| Adjustment Type | Amount | Share |
|---|
| Refunds | $5,180 | 62% |
| Discounts | $3,240 | 38% |
| Total | $8,420 | 100% |
How It Works
This metric sums all refunds and discounts applied to orders placed by returning customers. Returning customers are identified as shoppers who have made at least one previous purchase. The combined value represents the total revenue adjustment for this customer segment.
When to Use
| Scenario | Action |
|---|
| Analyzing repeat buyer costs | Compare total adjustments against returning customer gross revenue |
| Loyalty program impact | Track if returning customers receive more discounts than new customers |
| Retention cost analysis | Factor combined adjustments into customer lifetime value calculations |
| Segment comparison | Compare against new customer adjustments to identify trends |
| Metric | Relationship |
|---|
| Returning Customer Refunds | Refund component of this metric |
| Returning Customer Discounts | Discount component of this metric |
| NC Refund + Discount | Same metric for new customers |
| Refund + Discount | Combined total across all customers |
