A lot of customer retention and analysis can get complex and confusing fast.
But there's one rule of thumb you can use to tell if you're doing a good job keeping customers coming back:
At least 1 of every 4 customers should be a repeat customer.
If that's not happening, you're going to want to figure out why and fix it. Otherwise you're missing out on a huge portion of revenue.
This is also called the Repeat Purchase Rate and is one of the metrics that Repeat Customer Insights tracks. It's more advanced than the 1-in-4 rule of thumb but that's what you'd expect.
Discover where your best customers come from
Going beyond simple attribution, Repeat Customer Insights lets you analyze and segment your customers by who first sent that customer your way.
This will let you find the best sources of long-term customers, not just anyone who orders.