Total revenue from repeat buyers including shipping and taxes.
Returning Customer Total Revenue = SUM ( Order Total ) WHERE customer_type = returning_customer
| Metric | Definition |
|---|
| Order Total | Complete order value including product subtotal, 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 $215,780 from returning customers in April:
| Week | RC Revenue | Orders | Avg Order |
|---|
| Week 1 | $48,920 | 412 | $118.74 |
| Week 2 | $56,340 | 478 | $117.87 |
| Week 3 | $52,180 | 439 | $118.86 |
| Week 4 | $58,340 | 491 | $118.82 |
How It Works
Returning Customer Total Revenue sums the complete order value—product subtotal, shipping, and taxes—for every customer who has placed at least one prior order. Shopify determines returning status based on email address match against previous orders.
When to Use
| Scenario | Action |
|---|
| Measure retention value | Quantify revenue from your existing customer base |
| Track revenue mix | Monitor the split between new and returning customer revenue |
| Evaluate loyalty programs | Assess whether retention efforts drive repeat purchases |
| Calculate customer lifetime value | Use as the repeat-order revenue component for LTV |
| Metric | Relationship |
|---|
| Total Revenue | All customers combined (NC + RC) |
| New Customer Total Revenue | The acquisition counterpart to this metric |
| Returning Customer Net Revenue | Same segment, excludes shipping/taxes |
| Returning Customer Gross Revenue | Same segment, before discounts and refunds |
