Returning Customer ROAS: Repeat Order Return on Ad Spend

Returning Customer ROAS measures how much revenue you generate from repeat customer orders per dollar of ad spend.

Formula

Returning Customer ROAS = Returning Customer Total Revenue ÷ Ad Spend

Formula Components

Metric	Definition
Returning Customer Total Revenue	Revenue from repeat buyer orders
Ad Spend	Total advertising spend

Metadata
Type	Ratio
Data Source	Shopify, Advertising Platforms
Aggregation	Ratio

Example

Your Shopify store generates $100,000 from returning customer orders and spends $15,000 on ads.

Component	Value	Calculation
Returning Customer Revenue	$100,000	Repeat order sales
Ad Spend	$15,000	Marketing cost
Returning Customer ROAS	6.67	$100,000 ÷ $15,000

How It Works

Returning Customer ROAS shows how efficiently your ad spend drives repeat revenue. This is typically higher than New Customer ROAS because repeat customers are already acquired—they just need to be retained or reminded.

Benchmarks

Rating	Range
Excellent	> 8.0
Good	5.0 – 8.0
Moderate	3.0 – 5.0
Concerning	< 3.0

Returning customer ROAS should be meaningfully higher than new customer ROAS.

Metric	Relationship
Returning Customer Total Revenue	Numerator (revenue)
ROAS	Overall return on ad spend
New Customer ROAS	First-order 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