> ## 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 CM3 ROAS: Repeat Order Contribution Margin ROAS

> Track returning customer CM3 ROAS for your Shopify store. Measure contribution margin generated per dollar of ad spend on repeat orders.

<Tip>
  Returning Customer CM3 ROAS measures how much contribution margin (after all variable costs including ad spend) you generate from repeat orders per dollar of ad spend.
</Tip>

## Formula

<Info>
  **Returning Customer CM3 ROAS** = **Returning Customer CM3** ÷ **Ad Spend**
</Info>

### Formula Components

| Metric                                                                                                             | Definition                                   |
| ------------------------------------------------------------------------------------------------------------------ | -------------------------------------------- |
| [**Returning Customer CM3**](/reference/metrics/orders/contribution-margin/returning-customer-contribution-margin) | Contribution margin from repeat buyer orders |
| [**Ad Spend**](/reference/metrics/advertising/blended/blended-spend)                                               | Total advertising spend                      |

| Metadata        |                                                                                             |
| --------------- | ------------------------------------------------------------------------------------------- |
| **Type**        | Ratio                                                                                       |
| **Data Source** | [Shopify](/sources/catalog/shopify), [Advertising Platforms](/sources/catalog/facebook-ads) |
| **Aggregation** | Ratio                                                                                       |

***

## Example

Your Shopify store generates **\$33,000** CM3 from returning customers and spends **\$15,000** on ads.

| Component                       | Value    | Calculation                      |
| ------------------------------- | -------- | -------------------------------- |
| Returning Customer CM3          | \$33,000 | Repeat order contribution margin |
| Ad Spend                        | \$15,000 | Marketing cost                   |
| **Returning Customer CM3 ROAS** | **2.2**  | \$33,000 ÷ \$15,000              |

***

## How It Works

Returning Customer CM3 ROAS shows contribution margin efficiency for repeat purchases. This should be much higher than new customer CM3 ROAS since repeat orders don't carry acquisition costs.

***

## Benchmarks

| Rating     | Range     |
| ---------- | --------- |
| Excellent  | > 2.5     |
| Good       | 1.5 – 2.5 |
| Moderate   | 0.8 – 1.5 |
| Concerning | \< 0.8    |

Strong returning customer CM3 ROAS indicates healthy repeat purchase contribution.

***

## Related Metrics

| Metric                                                                                                         | Relationship                    |
| -------------------------------------------------------------------------------------------------------------- | ------------------------------- |
| [Returning Customer CM3](/reference/metrics/orders/contribution-margin/returning-customer-contribution-margin) | Numerator (contribution margin) |
| [CM3 ROAS](/reference/metrics/orders/performance/cm3-roas)                                                     | Overall CM3 ROAS                |
| [New Customer CM3 ROAS](/reference/metrics/orders/performance/new-customer-cm3-roas)                           | First-order CM3 ROAS            |

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