Repeat purchase rate

Repeat purchase rate is the share of customers who buy more than once in a defined period. It is the earliest clean signal of whether a business is building a customer base or renting one from paid media. Measure it by cohort with a fixed window — second order within 90 days of the first — because a base-wide figure rises simply by acquiring fewer new customers. The first-to-second purchase step is usually the steepest drop in the lifecycle.