The percentage of gross revenue generated by returning customers.
| 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% |
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 |
