> ## 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 Total Cost: Retention Cost Stack

> Track total cost for returning customer orders. Understand your complete retention cost structure.

<Tip>
  Returning Customer Total Cost measures the complete cost stack for repeat buyer orders, including all attributed costs for retention.
</Tip>

## Formula

<Info>
  **RC Total Cost** = **RC COGS** + **RC Fulfillment** + **RC Marketing** + **RC Agency Fees** + **RC Opex**
</Info>

### Formula Components

| Metric                                                                                             | Definition                                        |
| -------------------------------------------------------------------------------------------------- | ------------------------------------------------- |
| [**RC COGS**](/reference/metrics/orders/cogs/returning-customer-cogs)                              | COGS for returning customer orders                |
| [**RC Fulfillment**](/reference/metrics/orders/fulfillment/returning-customer-fulfillment-cost)    | Fulfillment costs for returning customer orders   |
| **RC Marketing**                                                                                   | Marketing spend attributed to returning customers |
| [**RC Agency Fees**](/reference/metrics/orders/contribution-margin/returning-customer-agency-fees) | Agency fees attributed to returning customers     |
| [**RC Opex**](/reference/metrics/orders/contribution-margin/returning-customer-opex)               | Opex attributed to returning customers            |

| Metadata        |                                                                                                                                            |
| --------------- | ------------------------------------------------------------------------------------------------------------------------------------------ |
| **Type**        | Currency                                                                                                                                   |
| **Data Source** | [Shopify](/sources/shopify), [Meta Ads](/sources/facebook-ads), [Google Ads](/sources/google-ads), [Upstack Costs](/sources/upstack-costs) |
| **Aggregation** | Sum                                                                                                                                        |

***

## Example

Your Shopify store's returning customer orders incurred:

| Cost Component    | Value        |
| ----------------- | ------------ |
| RC COGS           | \$22,000     |
| RC Fulfillment    | \$4,000      |
| RC Marketing      | \$5,000      |
| RC Agency Fees    | \$1,000      |
| RC Opex           | \$6,000      |
| **RC Total Cost** | **\$38,000** |

An RC total cost of \$38,000 represents your complete investment in serving returning customers.

***

## How It Works

RC Total Cost aggregates all costs attributed to returning customer orders. Typically, returning customers have lower marketing costs since they don't require acquisition spend, making their orders more profitable.

***

## When to Use

| Scenario                | Action                                      |
| ----------------------- | ------------------------------------------- |
| Retention profitability | Compare RC total cost to RC revenue         |
| LTV contribution        | Understand cost efficiency of repeat orders |
| Budget planning         | Allocate resources to retention             |
| NC vs RC comparison     | Compare acquisition vs retention costs      |

***

## Related Metrics

| Metric                                                                                 | Relationship                             |
| -------------------------------------------------------------------------------------- | ---------------------------------------- |
| [Total Cost](/reference/metrics/orders/contribution-margin/total-cost)                 | Total cost for all orders                |
| [NC Total Cost](/reference/metrics/orders/contribution-margin/new-customer-total-cost) | Total cost for new customer orders       |
| [RC Revenue](/reference/metrics/orders/revenue/returning-customer-net-revenue)         | Revenue generated by returning customers |
| [RC CM3](/reference/metrics/orders/contribution-margin/returning-customer-cm3)         | RC profit after all variable costs       |

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