> ## 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.

# Average Orders Per Customer: Purchase Frequency

> Track average orders per customer to measure repeat purchase behavior. Higher values indicate stronger customer loyalty and engagement.

<Tip>
  The average number of orders placed per unique customer in the selected period.
</Tip>

## Formula

<Info>
  **Avg Orders Per Customer** = [**Orders**](/reference/metrics/orders/counts/orders) ÷ [**Unique Customers**](/reference/metrics/orders/customers/unique-customers)
</Info>

### Formula Components

| Metric                                                                       | Definition                                       |
| ---------------------------------------------------------------------------- | ------------------------------------------------ |
| [**Orders**](/reference/metrics/orders/counts/orders)                        | Total number of orders placed in the period      |
| [**Unique Customers**](/reference/metrics/orders/customers/unique-customers) | Distinct customers who placed at least one order |

| Metadata        |                             |
| --------------- | --------------------------- |
| **Type**        | Number                      |
| **Data Source** | [Shopify](/sources/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 |

***

## Related Metrics

| Metric                                                                                 | Relationship                        |
| -------------------------------------------------------------------------------------- | ----------------------------------- |
| [Unique Customers](/reference/metrics/orders/customers/unique-customers)               | Denominator—total distinct buyers   |
| [Orders](/reference/metrics/orders/counts/orders)                                      | Numerator—total order count         |
| [New Customer %](/reference/metrics/orders/customers/new-customer-percent)             | Shows mix of first-time vs repeat   |
| [Returning Customer %](/reference/metrics/orders/customers/returning-customer-percent) | Direct indicator of repeat behavior |

[See all Customers metrics →](/reference/metrics/orders/customers)