# What is repeat purchase rate?

Repeat purchase rate is the share of customers who come back after a first visit. It is a blunt but honest measure of whether your business earns a second visit, and it is the number most directly affected by a loyalty programme.

Source: https://fidella.app/glossary/repeat-purchase-rate
Last reviewed: 2026-08-30

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Simple to compute and difficult to argue with.

## Why it is the right first metric

Everything else about a loyalty programme is downstream of whether people come
back at all. If this number does not move, nothing else you measure matters.

## Measure it by cohort

A single blended figure moves with your acquisition mix rather than with your
service. Split it by joining period and it starts telling you something.