Formula
Returning Customer Gross Revenue = SUM ( Product Revenue ) WHERE customer_type = returning_customer
Formula Components
Example
Your store generated $87,500 in returning customer gross revenue in March:
After applying loyalty discounts ($6,125) and refunds ($1,750), your RC Net Revenue was $79,625.
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
Related Metrics
See all Revenue metrics →