Repeat Purchase Rate: Track Returning Customer Purchases

Track the percentage of purchases from returning customers in your Shopify store. Measure customer loyalty and retention with Repeat Purchase Rate.

Repeat Purchase Rate measures the percentage of tracked purchase events from returning customers—those who have made at least one previous purchase on your Shopify store.

Formula

Repeat Purchase Rate = ( Returning Customer Purchases ÷ Total Purchases ) × 100

Formula Components

Metric	Definition
Returning Customer Purchases	Purchase events from customers who have completed at least one previous order
Total Purchases	All purchase events tracked by the Upstack Pixel

Metadata
Type	Percentage
Data Source	Upstack Pixel
Aggregation	Ratio

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Example

Your Shopify store tracked 1,250 purchases this month, of which 425 were from returning customers:

Metric	Value
Total Purchases	1,250
Returning Customer Purchases	425
Repeat Purchase Rate	34.0%

By channel:

Channel	Total Purchases	Repeat Purchases	Repeat Rate
Meta Ads	680	204	30.0%
Google Ads	320	115	35.9%
Organic	250	106	42.4%

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How It Works

Upstack identifies returning customers by matching the customer email or identity from Shopify order data against previous purchase history. When a returning customer completes a purchase, it counts toward the repeat purchase total. The rate is calculated by dividing repeat purchases by all purchases and expressing it as a percentage.

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When to Use

Scenario	Action
Repeat rate increasing	Customer loyalty improving—consider loyalty programs or VIP tiers
Repeat rate declining	Audit post-purchase experience, email flows, and product quality
Comparing channels	Identify which traffic sources drive loyal, repeat buyers
Forecasting LTV	Higher repeat rates indicate stronger customer lifetime value

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Related Metrics

Metric	Relationship
Purchases	Denominator in this calculation
Unique Converters	Distinct customers who converted
Session Conversion Rate	Overall store conversion efficiency

See all Attributed Conversions metrics →