> ## 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 Gross AOV: Repeat Buyer Baseline Cart Value

> Track average gross revenue per order for returning customers before discounts and refunds. Measure repeat buyer basket value to optimize retention.

<Tip>
  Average gross revenue per order for returning customers before discounts and refunds.
</Tip>

## Formula

<Info>
  **Returning Customer Gross AOV** = [**Returning Customer Gross Revenue**](/reference/metrics/orders/revenue/returning-customer-gross-revenue) ÷ [**Returning Customers**](/reference/metrics/orders/customers/returning-customers)
</Info>

### Formula Components

| Metric                                                                                                     | Definition                                                   |
| ---------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------ |
| [**Returning Customer Gross Revenue**](/reference/metrics/orders/revenue/returning-customer-gross-revenue) | Revenue from repeat buyers before discounts or refunds       |
| [**Returning Customers**](/reference/metrics/orders/customers/returning-customers)                         | Count of distinct customers with at least one prior purchase |

| Metadata        |                             |
| --------------- | --------------------------- |
| **Type**        | Currency                    |
| **Data Source** | [Shopify](/sources/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](/reference/metrics/orders/customers/returning-customers). Gross revenue includes the full order amount before discounts, returns, or refunds are applied. This metric typically exceeds [new customer AOV](/reference/metrics/orders/aov/new-customer-gross-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](/reference/metrics/orders/aov/new-customer-gross-aov) |
| Planning LTV projections    | Use RC AOV to forecast customer lifetime value                                               |

***

## Related Metrics

| Metric                                                                                                 | Relationship                              |
| ------------------------------------------------------------------------------------------------------ | ----------------------------------------- |
| [Returning Customer Net AOV](/reference/metrics/orders/aov/returning-customer-net-aov)                 | After discounts/refunds (actual received) |
| [New Customer Gross AOV](/reference/metrics/orders/aov/new-customer-gross-aov)                         | Same metric for first-time buyers         |
| [Gross AOV](/reference/metrics/orders/aov/gross-aov)                                                   | All customers combined (gross)            |
| [Returning Customer Gross Revenue](/reference/metrics/orders/revenue/returning-customer-gross-revenue) | The numerator in this formula             |

[See all AOV metrics →](/reference/metrics/orders/aov)