> ## 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 RAAD: Repeat Order Revenue After Ad Spend

> Track Returning Customer RAAD for your Shopify store. Measure repeat order revenue remaining after advertising.

<Tip>
  Returning Customer RAAD measures returning customer order revenue minus advertising spend—what remains from repeat order revenue after paying for ads.
</Tip>

## Formula

<Info>
  **RC RAAD** = **RC Total Order Revenue** − **Ad Spend**
</Info>

### Formula Components

| Metric                                                                                             | Definition                                   |
| -------------------------------------------------------------------------------------------------- | -------------------------------------------- |
| [**RC Total Revenue**](/reference/metrics/orders/revenue/returning-customer-total-revenue)         | Total revenue from returning customer orders |
| **Ad Spend**                                                                                       | Total advertising spend across platforms     |
| [**customer\_type = returning\_customer**](/data-dictionary/measures-and-dimensions#customer-type) | Filters to repeat buyers                     |

| Metadata        |                                                                                                                           |
| --------------- | ------------------------------------------------------------------------------------------------------------------------- |
| **Type**        | Currency                                                                                                                  |
| **Data Source** | [Shopify](/sources/catalog/shopify), [Meta Ads](/sources/catalog/facebook-ads), [Google Ads](/sources/catalog/google-ads) |
| **Aggregation** | Sum                                                                                                                       |

***

## Example

Returning customers generated **\$120,000** revenue and you spent **\$25,000** on ads.

| Component   | Amount       | Calculation          |
| ----------- | ------------ | -------------------- |
| RC Revenue  | \$120,000    | Repeat buyer revenue |
| Ad Spend    | \$25,000     | Advertising cost     |
| **RC RAAD** | **\$95,000** | \$120,000 − \$25,000 |

***

## How It Works

RC RAAD shows how much returning customer revenue remains after advertising costs. RC RAAD is typically higher than NC RAAD because repeat customers generate revenue without requiring new acquisition cost.

***

## When to Use

| Scenario                  | Action                                          |
| ------------------------- | ----------------------------------------------- |
| Measuring retention value | RC RAAD shows repeat order impact after ads     |
| Comparing segments        | RC RAAD vs NC RAAD demonstrates retention value |
| LTV analysis              | Use RC RAAD for lifetime value projections      |
| Budget allocation         | Higher RC RAAD suggests investing in retention  |

***

## Related Metrics

| Metric                                                                   | Relationship                   |
| ------------------------------------------------------------------------ | ------------------------------ |
| [NC RAAD](/reference/metrics/orders/performance/new-customer-total-raad) | RAAD from new customers        |
| [RAAD (Total)](/reference/metrics/orders/performance/total-raad)         | Overall revenue after ad spend |
| [LTV](/reference/metrics/orders/ltv/ltv)                                 | Customer lifetime value        |

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