Glossary
Repeat purchase rate
The share of customers who placed two or more orders in a chosen period: customers with two or more orders, divided by customers with at least one order.
By MergeGuard team
Last updated
The formula is simple. The count of “customers” underneath it is where it goes wrong. If a loyal shopper’s two orders sit on two profiles, the report sees two one-time buyers and no repeat buyer.
Shopify’s own customer reports use their own names and definitions. Its report is called Returning customers, and it covers customers whose order history includes two or more orders. Check which definition a report uses before you compare numbers. For a worked example with both views side by side, read how duplicates distort repeat purchase rate.
Related
- How duplicate customers distort your repeat purchase rateHow duplicate Shopify profiles distort repeat purchase rate and value per customer, with the formulas, a worked example and steps to measure it on your store.
- Customer lifetime value (CLV)Customer lifetime value is what one customer brings in over their whole relationship with your store. See a simple formula and how duplicate profiles shrink it.
- Win-back listsMergeGuard’s win-back audience checks every Shopify profile a customer has before saying they stopped ordering, so your discount skips people still buying.