Returning Customer CM2 ROAS: Repeat Order Variable Margin ROAS

Returning Customer CM2 ROAS measures how much variable margin (after COGS and fulfillment) you generate from repeat orders per dollar of ad spend.

Formula

Returning Customer CM2 ROAS = Returning Customer CM2 ÷ Ad Spend

Formula Components

Metric	Definition
Returning Customer CM2	Variable margin from repeat buyer orders
Ad Spend	Total advertising spend

Metadata
Type	Ratio
Data Source	Shopify, Advertising Platforms
Aggregation	Ratio

Example

Your Shopify store generates $48,000 CM2 from returning customers and spends $15,000 on ads.

Component	Value	Calculation
Returning Customer CM2	$48,000	Repeat order variable margin
Ad Spend	$15,000	Marketing cost
Returning Customer CM2 ROAS	3.2	$48,000 ÷ $15,000

How It Works

Returning Customer CM2 ROAS shows margin-adjusted efficiency for repeat orders. Since repeat customers are already acquired, this ratio should be substantially higher than new customer CM2 ROAS.

Benchmarks

Rating	Range
Excellent	> 3.5
Good	2.0 – 3.5
Moderate	1.2 – 2.0
Concerning	< 1.2

High returning customer CM2 ROAS indicates strong repeat purchase economics.

Metric	Relationship
Returning Customer CM2	Numerator (variable margin)
CM2 ROAS	Overall CM2 ROAS
New Customer CM2 ROAS	First-order CM2 ROAS

See all Performance metrics →

⌘I

​Formula

​Formula Components

​Example

​How It Works

​Benchmarks

​Related Metrics

Formula

Formula Components

Example

How It Works

Benchmarks

Related Metrics