Returning Customer Gross Rate: Retention Revenue Share

The percentage of gross revenue generated by returning customers.

Formula

Returning Customer Gross Rate = ( RC Gross Revenue ÷ Gross Revenue ) × 100

Formula Components

Metric	Definition
RC Gross Revenue	Gross revenue from customers with prior purchases
Gross Revenue	Total revenue from product sales before adjustments
customer_type = returning_customer	Filter applied to identify repeat buyers

Metadata
Type	Percentage
Data Source	Shopify
Aggregation	Ratio

Example

Your store generated $185,000 in gross revenue in Q1, with $111,000 from returning customers:

Segment	Gross Revenue	Rate
Returning Customers	$111,000	60%
New Customers	$74,000	40%

A 60% returning customer gross rate indicates strong retention revenue contribution.

How It Works

This metric divides returning customer gross revenue by total gross revenue, then multiplies by 100 to express as a percentage. It measures how much of your product revenue comes from repeat buyers versus first-time purchasers.

When to Use

Scenario	Action
Evaluating retention investment	High rate justifies loyalty program spend
Diagnosing revenue concentration	Track dependency on repeat buyers vs acquisition
Comparing acquisition costs	Balance CAC against retention revenue contribution
Seasonal trend analysis	Monitor how customer mix shifts over time

Metric	Relationship
New Customer Gross Rate	Inverse metric (NC Rate + RC Rate = 100%)
Returning Customers	Count of repeat buyers generating this revenue
Returning Customer %	Order count share (this metric measures revenue share)
Returning Customer Gross Revenue	Numerator in this calculation

See all Customers metrics →

NC Gross Rate Avg Orders/Customer

⌘I

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics