What is Customers Returning Rate?
Your Customers Returning Rate by Cohort metric tells you the percent of each cohort that comes back every month. It’s the number of new individual customers in each month who made 1 returning order. This is a non-cumulative metric. This informs you of how many customers came back in the first month and placed another order.
How to use Customer Returning Rate
You might have a highly consumable product, so you are curious if you have a natural loyalty to the product that makes them come back and purchase more. Or you have a drip campaign that tries to encourage people to return and make a purchase 1-2 weeks after their first purchase. This metric will help you see that activity and draw lines between the natural loyalty to the product and the impact your targeted campaigns are having on your customers returning.