> ## 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 Gross Rate: Retention Revenue Share

> Track what percentage of gross revenue comes from returning customers. Measure retention revenue contribution and balance acquisition vs loyalty.

<Tip>
  The percentage of gross revenue generated by returning customers.
</Tip>

## Formula

<Info>
  **Returning Customer Gross Rate** = ( [**RC Gross Revenue**](/reference/metrics/orders/revenue/returning-customer-gross-revenue) ÷ [**Gross Revenue**](/reference/metrics/orders/revenue/gross-revenue) ) × 100
</Info>

### Formula Components

| Metric                                                                                     | Definition                                          |
| ------------------------------------------------------------------------------------------ | --------------------------------------------------- |
| [**RC Gross Revenue**](/reference/metrics/orders/revenue/returning-customer-gross-revenue) | Gross revenue from customers with prior purchases   |
| [**Gross Revenue**](/reference/metrics/orders/revenue/gross-revenue)                       | Total revenue from product sales before adjustments |
| [**customer\_type = returning\_customer**](/data-dictionary/measures-and-dimensions)       | Filter applied to identify repeat buyers            |

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

***

## Related Metrics

| Metric                                                                                                 | Relationship                                           |
| ------------------------------------------------------------------------------------------------------ | ------------------------------------------------------ |
| [New Customer Gross Rate](/reference/metrics/orders/customers/new-customer-gross-rate)                 | Inverse metric (NC Rate + RC Rate = 100%)              |
| [Returning Customers](/reference/metrics/orders/customers/returning-customers)                         | Count of repeat buyers generating this revenue         |
| [Returning Customer %](/reference/metrics/orders/customers/returning-customer-percent)                 | Order count share (this metric measures revenue share) |
| [Returning Customer Gross Revenue](/reference/metrics/orders/revenue/returning-customer-gross-revenue) | Numerator in this calculation                          |

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