> ## 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.

# Repeat Rate: Measure Customer Retention Performance

> Track what percentage of orders come from returning customers. Learn the formula, see examples, and use Repeat Rate to measure customer loyalty and retention.

<Tip>
  The percentage of total orders placed by returning customers.
</Tip>

## Formula

<Info>
  **Repeat Rate** = **Returning Customer Orders** ÷ **Total Orders** × 100
</Info>

### Formula Components

| Metric                                                                                   | Definition                                                  |
| ---------------------------------------------------------------------------------------- | ----------------------------------------------------------- |
| [**Returning Customer Orders**](/reference/metrics/orders/customers/returning-customers) | Orders placed by customers with at least one prior purchase |
| [**Total Orders**](/reference/metrics/orders/counts/orders)                              | All orders placed in the selected period                    |

| Metadata        |                             |
| --------------- | --------------------------- |
| **Type**        | Percentage                  |
| **Data Source** | [Shopify](/sources/shopify) |
| **Aggregation** | Ratio                       |

***

## Example

Your store processed **1,247 orders** in January with a **38% Repeat Rate**:

| Customer Type       | Orders | Share |
| ------------------- | ------ | ----- |
| New Customers       | 773    | 62%   |
| Returning Customers | 474    | 38%   |

***

## How It Works

Repeat Rate measures customer loyalty by calculating what percentage of orders come from customers who have purchased before. Shopify identifies returning customers based on their email address matching a previous order. Higher repeat rates indicate stronger customer retention and brand loyalty.

***

## When to Use

| Scenario                      | Action                                                      |
| ----------------------------- | ----------------------------------------------------------- |
| Measuring retention health    | Track repeat rate trends to gauge customer loyalty          |
| Evaluating loyalty programs   | Compare repeat rate before and after launching initiatives  |
| Assessing acquisition quality | Low repeat rates may indicate poor customer-product fit     |
| Forecasting revenue           | Higher repeat rates enable more predictable revenue streams |

***

## Related Metrics

| Metric                                                                         | Relationship                                            |
| ------------------------------------------------------------------------------ | ------------------------------------------------------- |
| [Orders](/reference/metrics/orders/counts/orders)                              | The denominator in the Repeat Rate formula              |
| [Returning Customers](/reference/metrics/orders/customers/returning-customers) | The numerator in the Repeat Rate formula                |
| [New Customer %](/reference/metrics/orders/customers/new-customer-percent)     | The inverse segment (100% − Repeat Rate)                |
| [Customer Lifetime Value](/reference/metrics/orders/ltv/ltv-365)               | Higher repeat rates typically correlate with higher LTV |
| [Average Order Value](/reference/metrics/orders/aov/total-aov)                 | Compare AOV between new and returning customers         |

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