Calculators
Formulas and worked examples for the metrics that matter to repeat revenue.
How to Calculate Churn Rate (Formula + Example)
Churn Rate is the percentage of customers who stop buying or cancel within a period. Calculate it by dividing the number of customers lost during the period by the number of customers at the start of the period, then multiplying by 100.
How to Calculate Customer Lifetime Value (LTV) (Formula + Example)
Customer Lifetime Value is the total gross profit a brand expects to earn from a customer across their relationship. A common formula multiplies average order value by purchase frequency and customer lifespan, then applies the gross margin.
How to Calculate Reorder Rate (Formula + Example)
Reorder Rate is the share of customers who buy a replenishable product again. Calculate it by dividing the number of customers who reordered an eligible product by the total number of customers who bought that product, then multiplying by 100.
How to Calculate Repeat Purchase Rate (Formula + Example)
Repeat Purchase Rate is the share of customers who buy more than once in a period. Calculate it by dividing the number of customers with two or more orders by the total number of unique customers, then multiplying by 100.
How to Calculate Time to Second Purchase (Formula + Example)
Time to Second Purchase is the average number of days between a customer's first and second order. Calculate it by summing the day gaps between first and second orders across repeat customers, then dividing by the number of those customers.