Data Analytics

DTC Metrics Series: Customers Returning Rate

What is Customers Returning Rate?

Customers Returning Rate by Cohort metric tells you the percent of each cohort that comes back every month. It is the number of new individual customers in each month who made 1 returning order.

It is not a cumulative metric.

Do you want to know how many customers came back in that first month and placed another order?
This metric will answer this.

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.

Watch a high-level video that explains this metric in less than 2 minutes.

To learn this metric more in-depth and see how it works in Peel, watch the video below: