The average number of orders placed per unique customer in the selected period.
| Metric | Definition |
|---|
| Orders | Total number of orders placed in the period |
| Unique Customers | Distinct customers who placed at least one order |
| Metadata | |
|---|
| Type | Number |
| Data Source | Shopify |
| Aggregation | Ratio |
Example
Your store had 1.42 average orders per customer in Q1:
| Month | Orders | Unique Customers | Avg Orders/Customer |
|---|
| January | 1,247 | 892 | 1.40 |
| February | 1,156 | 798 | 1.45 |
| March | 1,324 | 934 | 1.42 |
How It Works
This metric divides total orders by unique customers to reveal purchase frequency. A value of 1.0 means every customer ordered exactly once. Values above 1.0 indicate repeat purchases—the higher the number, the more frequently customers return to buy.
When to Use
| Scenario | Action |
|---|
| Measuring loyalty | Track purchase frequency trends over time |
| Evaluating retention programs | Compare before/after launching loyalty initiatives |
| Benchmarking cohorts | See which acquisition channels drive repeat buyers |
| Identifying seasonality | Monitor if holidays or promotions boost repeat orders |
| Metric | Relationship |
|---|
| Unique Customers | Denominator—total distinct buyers |
| Orders | Numerator—total order count |
| New Customer % | Shows mix of first-time vs repeat |
| Returning Customer % | Direct indicator of repeat behavior |
