Repeat Rate
Also called: repeat purchase rate, repeat customer rate
What is Repeat Rate?
Repeat rate is the percentage of customers who make more than one purchase in a period. It is the simplest measure of whether a business earns a second visit.
Why Repeat Rate matters
Repeat customers cost nothing to acquire and typically spend more. A business with a low repeat rate is on an acquisition treadmill, buying every sale it makes.
Repeat Rate formula
Repeat rate % = Customers with more than one purchase ÷ Total customers × 100
Measure over a window that matches your natural purchase cycle.
How Repeat Rate works in practice
Measuring it requires identifying customers, usually by phone number at billing. Once that exists, the split between first-time and returning revenue becomes the most useful chart on the dashboard.
Frequently asked questions
Capture the phone number at billing. That single field enables repeat rate, retention and win-back campaigns.