Gross product revenue from returning customers before discounts and refunds.
Returning Customer Gross Revenue = SUM ( Product Revenue ) WHERE customer_type = returning_customer
| Metric | Definition |
|---|
| Product Revenue | Sum of product line item totals before discounts, refunds, shipping, and taxes |
| customer_type = returning_customer | Filter for customers who have placed at least one prior order |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify |
| Aggregation | Sum |
Example
Your store generated $87,500 in returning customer gross revenue in March:
| Category | RC Gross Revenue | Share |
|---|
| Apparel | $43,750 | 50% |
| Accessories | $26,250 | 30% |
| Footwear | $17,500 | 20% |
How It Works
Returning Customer Gross Revenue sums the product line item totals from customers who have placed at least one prior order. Shopify identifies returning customers by matching the customer email against previous orders. This metric excludes shipping, taxes, discounts, and refunds—representing your theoretical repeat-buyer revenue before any deductions.
When to Use
| Scenario | Action |
|---|
| Calculate returning customer margin | Compare against RC COGS for repeat-buyer profitability |
| Measure discount impact on repeat buyers | Compare RC Gross vs RC Net Revenue |
| Track retention product value | Monitor how much returning customers spend on products |
| Segment revenue analysis | Compare against New Customer Gross Revenue |
| Metric | Relationship |
|---|
| Gross Revenue | All customers combined (NC + RC) |
| New Customer Gross Revenue | The acquisition counterpart to this metric |
| Returning Customer Net Revenue | Same segment, minus discounts and refunds |
| Returning Customer Total Revenue | Includes shipping and taxes |
