Once a new customer has made their first purchase or deposit, it can be challenging to convert them into long-term, loyal customers. This leads to a significant portion of your customer base consisting of one-time purchasers or depositors.

To prevent spending your acquisition budget on customers who quickly churn, it’s crucial to analyze and optimize your retention efforts by repeat rates. Otherwise, you risk reacquiring the same customer repeatedly.

The repeat rate calculates the percentage of first-time purchasers who become repeat purchasers within 30, 90, 180, and 365 days.

To access the report, select ‘Repeat Rate Analysis’ under the 'Analyze' tab.

How Repeat Rate is Calculated

The Repeat Rate represents the percentage of new customers that make an additional purchase within 30-day, 90-day, 180-day, and yearlong timeframes after their first purchase.

The report tracks customers on their individual timelines, based on the date of their first purchase. 

Each customer who makes an additional purchase is then counted in the month in which they made their first purchase.

Let’s say we want to calculate how many customers who made their first purchase in January made their second purchase within 30 days.

1. Identify every customer who made their first purchase within January. For example:

2. Identify customers who made a second purchase within 30 days of their respective first purchase date

In this case, John would have to make his second purchase by January 28, and Jane would have to make her second purchase by February 27.

3. Calculate the number of customers who made a second purchase within 30 days of their first purchase, compared to customers who didn’t.

Let’s say John made his second purchase on January 20, but Jane made hers on March 1. In this case, the Repeat Rate would be 50%.

How to Read the Graph

The graph breaks down the Repeat Rate by the month of a customer’s first transaction.

For example, when looking at the month of January, we are analyzing customers who made their first purchase between January 1 and January 31.

Below we can see in January 2023:

• 27% of customers made their second purchase within 30 days
• 33% of customers made their second purchase within 90 days
• 38% of customers made their second purchase within 180 days

Using the date picker, you can choose to analyze the repeat rate on a yearly, quarterly, or monthly basis.

Year/quarter/month to date represents data from the beginning of the current year/quarter/month to the current date.

Or you can select previous years/quarters/months to analyze.

By examining the trend lines, you can compare the month-over-month change in repeat rate and analyze your retention and acquisition efforts to gain insights into what worked and what didn’t.

Use Cases

Identify months with high repeat rates to optimize acquisition

With rising acquisition costs, it is key to focus on acquiring valuable customers that are more likely to become long-term purchasers.

By tracking the repeat rate over time, you can identify which month the highest proportion of customers became repeat purchasers. Using this data point, you can gain insights into these customers, such as their first product purchase, to optimize your acquisition efforts.

Let’s say January had the highest repeat rate in 2025. You can then go to Customer Explorer and segment customers by their month of first purchase/deposit, specifically those with a January date. Then, use any attribute to analyze this Target Group.

Gain insights into your retention efforts over time

Tracking your brand’s ability to convert one-time purchasers into repeat purchasers is crucial to understanding the success of your retention efforts.

The repeat rate report provides a clear picture of how well your retention efforts have performed over time, allowing for Month-over-Month (MoM) or Year-over-Year (YoY) comparisons.

Using the report, you can analyze the year-over-year changes in the repeat rate to understand the success of your efforts using the date picker. These metrics can be used in reporting to showcase the value of your customer-led marketing efforts or to determine whether you should refine your marketing plan to focus your efforts on first-time purchasers.