RC CM2 per Order measures the average variable margin per returning customer order—what each repeat buyer order contributes after variable costs.
RC CM2 per Order = RC CM2 ÷ Returning Customer Orders
| Metric | Definition |
|---|
| RC CM2 | Returning customer variable margin |
| Returning Customers | Count of returning customer orders |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify, Upstack Costs |
| Aggregation | Average |
Example
Returning customers generated $39,000 CM2 from 750 orders.
| Component | Value | Calculation |
|---|
| RC CM2 | $39,000 | Variable margin |
| RC Orders | 750 | Repeat orders |
| RC CM2 per Order | $52 | $39,000 ÷ 750 |
How It Works
RC CM2 per Order shows the variable margin from each returning customer order. Since these orders don’t carry acquisition cost, RC CM2 per Order flows directly toward profit. This is often higher than NC CM2 per Order due to lower discount usage.
When to Use
| Scenario | Action |
|---|
| Comparing segments | Benchmark against NC CM2 per Order |
| LTV modeling | Use RC CM2 per Order for lifetime value projections |
| Retention investment | Determine budget for loyalty programs |
| Tracking retention quality | Monitor RC CM2 per Order trends |
| Metric | Relationship |
|---|
| RC CM2 | Total returning customer variable margin |
| NC CM2 per Order | Variable margin per new customer order |
| LTV | Customer lifetime value |
