> ## 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 LTV: Repeat Order Customer Value

> Track returning customer LTV for your Shopify store. Measure the average repeat order revenue from existing customers.

<Tip>
  Returning Customer LTV measures the average revenue from repeat customer orders—the additional value customers generate after their first purchase.
</Tip>

## Formula

<Info>
  **Returning Customer LTV** = **Returning Customer Revenue** ÷ **Returning Customers**
</Info>

### Formula Components

| Metric                                                                                               | Definition                       |
| ---------------------------------------------------------------------------------------------------- | -------------------------------- |
| [**Returning Customer Revenue**](/reference/metrics/orders/revenue/returning-customer-total-revenue) | Revenue from repeat buyer orders |
| [**Returning Customers**](/reference/metrics/orders/customers/returning-customers)                   | Count of repeat buyers           |

| Metadata        |                                     |
| --------------- | ----------------------------------- |
| **Type**        | Currency                            |
| **Data Source** | [Shopify](/sources/catalog/shopify) |
| **Aggregation** | Average                             |

***

## Example

Your Shopify store generates **\$100,000** from **800** returning customers.

| Component                  | Value     | Calculation        |
| -------------------------- | --------- | ------------------ |
| Returning Customer Revenue | \$100,000 | Repeat order sales |
| Returning Customers        | 800       | Repeat buyers      |
| **Returning Customer LTV** | **\$125** | \$100,000 ÷ 800    |

***

## How It Works

Returning Customer LTV represents the average revenue from customers making repeat purchases. This demonstrates customer retention value and helps justify acquisition costs.

***

## When to Use

| Scenario              | Action                                      |
| --------------------- | ------------------------------------------- |
| Retention value       | Measure revenue from repeat purchases       |
| LTV projection        | Combine with New Customer LTV for total LTV |
| Retention investment  | Justify spending on loyalty programs        |
| Customer segmentation | Identify high-value repeat customers        |

***

## Related Metrics

| Metric                                                                               | Relationship                |
| ------------------------------------------------------------------------------------ | --------------------------- |
| [LTV](/reference/metrics/orders/ltv/ltv)                                             | Full lifetime revenue value |
| [Returning Customer AOV](/reference/metrics/orders/aov/returning-customer-total-aov) | Per-order repeat value      |
| [New Customer LTV](/reference/metrics/orders/ltv/new-customer-ltv)                   | First-order value           |
| [Repeat Purchase Rate](/reference/metrics/funnel/conversions/repeat-purchase-rate)   | Likelihood of returning     |

[See all LTV metrics →](/reference/metrics/orders/ltv)