> ## 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 ROAS: Repeat Order Return on Ad Spend

> Track returning customer ROAS for your Shopify store. Measure revenue generated from repeat orders per dollar of ad spend.

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

## Formula

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

### Formula Components

| Metric                                                                                                     | Definition                       |
| ---------------------------------------------------------------------------------------------------------- | -------------------------------- |
| [**Returning Customer Total Revenue**](/reference/metrics/orders/revenue/returning-customer-total-revenue) | Revenue from repeat buyer orders |
| [**Ad Spend**](/reference/metrics/ads/total-spend)                                                         | Total advertising spend          |

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

***

## Related Metrics

| Metric                                                                                                 | Relationship               |
| ------------------------------------------------------------------------------------------------------ | -------------------------- |
| [Returning Customer Total Revenue](/reference/metrics/orders/revenue/returning-customer-total-revenue) | Numerator (revenue)        |
| [ROAS](/reference/metrics/orders/performance/total-roas)                                               | Overall return on ad spend |
| [New Customer ROAS](/reference/metrics/orders/performance/new-customer-roas)                           | First-order ROAS           |

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