Repeat rate is the percentage of your customers that go on to make a second (repeat) purchase.
Use Ometria to monitor and improve your repeat rate — a key metric driving profitability in your business.
There are two ways to measure repeat rate:
- All-time repeat rate - The percentage of customers who make a second purchase at any point after their first order.
- Time-bound repeat rate - The percentage of customers who make a second purchase within a specified time frame, typically 12 months.
All-time repeat rate
Go to: Customer > Segment explorer to see your Customers repeat rate for all time:
Time-bound repeat rate
To track repeat rate over a specific period, create a new cohort report and select the following parameters:
| Parameter | Description |
| Select time span | Choose 6, 12 or 24 months. |
| Group by | Date of first order |
| Select metrics to view | Customers repeated |
| Date format | Relative |
Select Run report to see your results.
See also: Reading the cohort report
Campaigns that impact repeat rate
- Replenishment
- Post-first purchase
- Loyalty/VIP recognition
- Anniversary
- Birthday
- Re-engagement
💡Tip: Consider leveraging Ometria SMS or alternative channels like push notifications and social syncs for an even more impactful campaign.
Best practice examples
Campaign type: Post First-Purchase
Brand: Net-a-porter
Why we love it:
- The email is themed around the brand the customer purchased from (in this example, Skin).
- The "complete your look" angle with cross-sell items from the same brand, plus recommendations from other categories.
Campaign type: Post first-purchase
Brand: Burga
Why we love it:
- The email acknowledges it’s the customer's first order.
- Playful copy builds a narrative around their order getting packaged up, showcasing the brand’s personality
- Pulls in the image of the item ordered as a reminder as well as key information - tracking and address so that the customer has all relevant information regarding their purchase
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