> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Returning Customer Total Revenue: Repeat Buyer Revenue

> Track total revenue from returning customers including shipping and taxes. Measure retention value and compare against new customer revenue.

<Tip>
  Total revenue from repeat buyers including shipping and taxes.
</Tip>

## Formula

<Info>
  **Returning Customer Total Revenue** = **SUM** ( Order Total ) **WHERE** customer\_type = returning\_customer
</Info>

### Formula Components

| 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](/sources/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            |

***

## Related Metrics

| Metric                                                                                                 | Relationship                               |
| ------------------------------------------------------------------------------------------------------ | ------------------------------------------ |
| [Total Revenue](/reference/metrics/orders/revenue/total-revenue)                                       | All customers combined (NC + RC)           |
| [New Customer Total Revenue](/reference/metrics/orders/revenue/new-customer-total-revenue)             | The acquisition counterpart to this metric |
| [Returning Customer Net Revenue](/reference/metrics/orders/revenue/returning-customer-net-revenue)     | Same segment, excludes shipping/taxes      |
| [Returning Customer Gross Revenue](/reference/metrics/orders/revenue/returning-customer-gross-revenue) | Same segment, before discounts and refunds |

[See all Revenue metrics →](/reference/metrics/orders/revenue)