A Repeat Customer Insights customer emailed:
In LATENCY ANALYSIS report when I see 2019 Quarter 4 for instance, the repeat purchase rate is encapsulated within that quarter or includes "up to today"?
The report shows the behavior of customers who ordered within the time period. So for 2019 quarter 4 that's from October 1st through December 31st.
If a customer ordered only once, they'd only appear in the Order Number 1 row, even if they've placed 10 orders at other times.
Or if a customer has ordered twice, say October and December, then their first order would be on the Order Number 1 row and their second would be on Order Number 2.
The larger the date range, the more emphasis is placed on long-term behavior which can make tracking short-term results more difficult.
That's why there are a lot of different sized periods inside the app. You can pick which one makes the most sense based on what you're doing.
Market to your customer's timing
Figure out how long customers wait in-between purchases and you have a key component for your marketing timing. This is the basis of the Average Latency metric and Order Sequence Report in Repeat Customer Insights.