> ## 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 CM1 per Order: Repeat Order Gross Margin

> Track returning customer CM1 per order for your Shopify store. Measure the average gross margin per repeat customer order.

<Tip>
  Returning Customer CM1 per Order measures the average gross margin from repeat customer orders—the product-level profitability of retention.
</Tip>

## Formula

<Info>
  **Returning Customer CM1 per Order** = **Returning Customer CM1** ÷ **Returning Customer Orders**
</Info>

### Formula Components

| Metric                                                                                             | Definition                      |
| -------------------------------------------------------------------------------------------------- | ------------------------------- |
| [**Returning Customer CM1**](/reference/metrics/orders/contribution-margin/returning-customer-cm1) | Gross margin from repeat orders |
| [**Returning Customer Orders**](/reference/metrics/orders/counts/orders)                           | Count of repeat orders          |

| Metadata        |                                                                                      |
| --------------- | ------------------------------------------------------------------------------------ |
| **Type**        | Currency                                                                             |
| **Data Source** | [Shopify](/sources/catalog/shopify), [Upstack Costs](/sources/catalog/upstack-costs) |
| **Aggregation** | Average                                                                              |

***

## Example

Your Shopify store has **\$60,000** Returning Customer CM1 from **500** repeat orders.

| Component                            | Value     | Calculation               |
| ------------------------------------ | --------- | ------------------------- |
| Returning Customer CM1               | \$60,000  | Repeat order gross margin |
| Returning Customer Orders            | 500       | Repeat orders             |
| **Returning Customer CM1 per Order** | **\$120** | \$60,000 ÷ 500            |

***

## How It Works

Returning Customer CM1 per Order shows the gross margin from each repeat purchase. Since these customers are already acquired, this margin largely drops to profit (minus fulfillment and overhead).

***

## When to Use

| Scenario         | Action                                |
| ---------------- | ------------------------------------- |
| Retention value  | Measure margin from repeat purchases  |
| Comparison       | Compare to new customer CM1 per order |
| Loyalty programs | Justify retention investment          |
| Product strategy | Optimize repeat purchase mix          |

***

## Related Metrics

| Metric                                                                                                             | Relationship                   |
| ------------------------------------------------------------------------------------------------------------------ | ------------------------------ |
| [Returning Customer CM1](/reference/metrics/orders/contribution-margin/returning-customer-cm1)                     | Total repeat gross margin      |
| [CM1 per Order](/reference/metrics/orders/contribution-margin/cm1-per-order)                                       | Overall gross margin per order |
| [Returning Customer CM2 per Order](/reference/metrics/orders/contribution-margin/returning-customer-cm2-per-order) | After fulfillment              |

[See all Contribution Margin metrics →](/reference/metrics/orders/contribution-margin)