Average gross revenue per order for returning customers before discounts and refunds.
| Metric | Definition |
|---|
| Returning Customer Gross Revenue | Revenue from repeat buyers before discounts or refunds |
| Returning Customers | Count of distinct customers with at least one prior purchase |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify |
| Aggregation | Average |
Example
Your store processed 847 returning customer orders this month with $101,640 in gross revenue:
| Metric | Value |
|---|
| RC Gross Revenue | $101,640 |
| Returning Customers | 847 |
| RC Gross AOV | $120.00 |
How It Works
Returning Customer Gross AOV divides total gross revenue from repeat buyers by the number of returning customers. Gross revenue includes the full order amount before discounts, returns, or refunds are applied. This metric typically exceeds new customer AOV as loyal customers tend to purchase more per order.
When to Use
| Scenario | Action |
|---|
| Measuring loyalty impact | Track whether repeat buyers increase basket size over time |
| Optimizing retention offers | Ensure loyalty discounts don’t erode order value |
| Comparing customer segments | Contrast with New Customer Gross AOV |
| Planning LTV projections | Use RC AOV to forecast customer lifetime value |
| Metric | Relationship |
|---|
| Returning Customer Net AOV | After discounts/refunds (actual received) |
| New Customer Gross AOV | Same metric for first-time buyers |
| Gross AOV | All customers combined (gross) |
| Returning Customer Gross Revenue | The numerator in this formula |
