The average number of orders placed per unique customer in the selected period.
Purchase Frequency = Total Orders ÷ Unique Customers
| Metric | Definition |
|---|
| Total Orders | Number of orders placed in the period |
| Unique Customers | Distinct customers who placed at least one order |
| Metadata | |
|---|
| Type | Number |
| Data Source | Shopify |
| Aggregation | Ratio |
Example
Your store had 2,847 orders from 1,890 unique customers this month:
| Metric | Value |
|---|
| Total Orders | 2,847 |
| Unique Customers | 1,890 |
| Purchase Frequency | 1.51 |
How It Works
Purchase Frequency divides total orders by the count of unique customers who placed those orders. A frequency of 1.0 means every customer ordered exactly once. Higher values indicate stronger repeat purchase behavior and customer loyalty.
When to Use
| Scenario | Action |
|---|
| Measuring customer loyalty | Higher frequency signals stronger retention and repeat buyers |
| Evaluating retention programs | Track if loyalty initiatives increase repeat purchases |
| Comparing customer segments | New vs. returning customers often show different frequencies |
| Forecasting revenue | Combine with AOV to project customer lifetime value |
| Metric | Relationship |
|---|
| Average Order Value | Revenue per order; multiply by frequency for customer value |
| Total Orders | Numerator in the frequency calculation |
| Unique Customers | Denominator in the frequency calculation |
