Stripe Metric
Payments
Repeat Customer Rate = (Customers with 2+ Purchases / Total Unique Customers) × 100
Repeat customer rate is the percentage of customers who make more than one purchase within a defined period. It reflects customer loyalty, product satisfaction, and the effectiveness of retention and re-engagement programmes.
Full guide: definition, formula, and benchmarksStripePaymentsRepeat Customer Rate
Repeat customer rate is the percentage of customers who make more than one purchase within a defined period. It reflects customer loyalty, product satisfaction, and the effectiveness of retention and re-engagement programmes.
How to calculate repeat customer rate
Why repeat customer rate matters for Stripe users
Acquiring a new customer costs significantly more than retaining an existing one. A rising repeat rate signals strong product-market fit and compounding revenue potential, while a falling rate suggests satisfaction or engagement problems.
Stripe users can track repeat purchase behaviour across products, price points, and acquisition channels to understand which customer segments are most loyal and which need targeted re-engagement campaigns.
Understand and act on repeat customer rate with KPI Tree
Pull Stripe customer and payment data into your warehouse and compute repeat customer rates in KPI Tree. Place the metric in a retention tree alongside customer lifetime value and subscription churn rate.
Assign customer experience or growth ownership and set alerts when repeat rates decline for key cohorts or product lines.
Get started with your Stripe data
MCPPull metrics from Stripe directly through the Model Context Protocol.
Connect your existing warehouse where Stripe data already lands.
Our professional services team can build you turn-key AI foundations in a matter of weeks. Data warehouse on Snowflake/BigQuery, ELT with Fivetran, all modelled in dbt with a semantic layer.
Related Stripe metrics
Customer Lifetime Value
PaymentsMetric Definition
LTV = Average Revenue Per Customer × Average Customer Lifespan
Customer lifetime value (LTV) estimates the total revenue a customer will generate across all transactions over their relationship. For Stripe users, it aggregates both one-time and recurring payments into a comprehensive value figure.
Revenue Per Customer
PaymentsMetric Definition
Revenue Per Customer = Total Revenue / Unique Paying Customers
Revenue per customer divides total revenue by the number of unique paying customers. It captures how effectively you monetise each customer relationship through pricing, upselling, and cross-selling.
Subscription Churn Rate
PaymentsMetric Definition
Subscription Churn Rate = (Cancelled Subscriptions / Start-of-Period Subscriptions) × 100
Subscription churn rate is the percentage of active subscriptions that are cancelled within a given period. It measures the rate of subscriber attrition and is a core indicator of product-market fit and customer satisfaction.
Cohort Revenue Analysis
PaymentsMetric Definition
Cohort revenue analysis groups customers by the period in which they made their first Stripe payment and tracks the revenue each cohort generates over subsequent months. It reveals how monetisation and retention evolve for different acquisition vintages.
Explore repeat customer rate across integrations
All Stripe metrics
Average Revenue Per TransactionCharge Success RateChargeback RateCustomer Lifetime ValueDispute Resolution RateFailed Payment Recovery RateFraud Detection RateGross Payment VolumeMonthly Recurring RevenueNet RevenuePayment Method DistributionPayout Timing AnalysisRecurring vs One-Time RevenueRefund RateRevenue by CurrencyRevenue by ProductRevenue Growth RateRevenue Per CustomerSubscription Churn RateSubscription Growth RateSubscription Upgrade RateTransaction Fee AnalysisTransfer Volume AnalysisTrial Conversion RateVolume by Payment MethodCard Decline RateCohort Revenue AnalysisCustomer Acquisition CostDispute RateGross Profit MarginEmpower your team to understand and act on Stripe data
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