> ## 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 Net AOV: Repeat Buyer Actual Revenue

> Track average net revenue per order from returning customers after discounts and refunds. Essential for retention strategy and LTV calculations.

<Tip>
  Average net revenue per order from returning customers, after discounts and refunds.
</Tip>

## Formula

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

### Formula Components

| Metric                                                                                                 | Definition                                                   |
| ------------------------------------------------------------------------------------------------------ | ------------------------------------------------------------ |
| [**Returning Customer Net Revenue**](/reference/metrics/orders/revenue/returning-customer-net-revenue) | Revenue from repeat buyers after discounts and 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's returning customers placed **1,200 orders** in March with **\$111,000** in net revenue:

| Customer Segment    | Net AOV | Orders | Net Revenue |
| ------------------- | ------- | ------ | ----------- |
| Returning Customers | \$92.50 | 1,200  | \$111,000   |
| New Customers       | \$78.25 | 800    | \$62,600    |

Returning customers spend **18% more** per order than [new customers](/reference/metrics/orders/aov/new-customer-net-aov).

***

## How It Works

Net AOV divides total net revenue by [returning customer](/reference/metrics/orders/customers/returning-customers) count. Net revenue excludes discounts and refunds, giving you the actual realized value per repeat purchase. This metric isolates the spending behavior of your existing customer base.

***

## When to Use

| Scenario                  | Action                                                                                                            |
| ------------------------- | ----------------------------------------------------------------------------------------------------------------- |
| Measuring retention value | Compare RC Net AOV to [NC Net AOV](/reference/metrics/orders/aov/new-customer-net-aov) to quantify loyalty impact |
| LTV projections           | Use as baseline for expected repeat purchase value                                                                |
| Promotion effectiveness   | Check if loyalty discounts compress net AOV too much                                                              |
| Segment profitability     | Pair with RC order count to calculate repeat revenue contribution                                                 |

***

## Related Metrics

| Metric                                                                                             | Relationship                           |
| -------------------------------------------------------------------------------------------------- | -------------------------------------- |
| [Net AOV](/reference/metrics/orders/aov/net-aov)                                                   | All-customer average (blended NC + RC) |
| [New Customer Net AOV](/reference/metrics/orders/aov/new-customer-net-aov)                         | First-purchase comparison              |
| [Returning Customer Gross AOV](/reference/metrics/orders/aov/returning-customer-gross-aov)         | Before discounts and refunds           |
| [Returning Customer Net Revenue](/reference/metrics/orders/revenue/returning-customer-net-revenue) | Numerator for this calculation         |

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