> ## 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.

# Purchase Frequency: Average Orders per Customer

> Track how many times customers purchase from your store on average. Learn the formula, see examples, and optimize retention strategies.

<Tip>
  The average number of orders placed per unique customer in the selected period.
</Tip>

## Formula

<Info>
  **Purchase Frequency** = **Total Orders** ÷ **Unique Customers**
</Info>

### Formula Components

| Metric                                                                       | Definition                                       |
| ---------------------------------------------------------------------------- | ------------------------------------------------ |
| [**Total Orders**](/reference/metrics/orders/counts/orders)                  | Number of orders placed in the period            |
| [**Unique Customers**](/reference/metrics/orders/customers/unique-customers) | Distinct customers who placed at least one order |

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

On average, each customer placed 1.51 orders during the month, indicating healthy repeat purchasing behavior.

***

## 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           |

***

## Related Metrics

| Metric                                                                   | Relationship                                                |
| ------------------------------------------------------------------------ | ----------------------------------------------------------- |
| [Average Order Value](/reference/metrics/orders/aov/total-aov)           | Revenue per order; multiply by frequency for customer value |
| [Total Orders](/reference/metrics/orders/counts/orders)                  | Numerator in the frequency calculation                      |
| [Unique Customers](/reference/metrics/orders/customers/unique-customers) | Denominator in the frequency calculation                    |

[See all Performance metrics →](/reference/metrics/orders/performance)