Return visit rate
Return visit rate is the share of a defined customer group that visits again within a specified time window. Meaningful comparisons require consistent definitions of the group, a visit and the observation period.
Published
What it means for your shop
First decide whom to observe: for example, customers whose first recorded visit falls in the same period. This starting group is also called a cohort. Then define how long you will observe their return and what counts as another visit. Divide the number of returning people by the starting group size; multiply the result by one hundred to express it as a percentage.
Everyone needs an observation window of equal length. Someone who only just made a first visit has had less opportunity to return than someone who started earlier. Combining them without adjustment can make the rate change simply because new customers arrived. A rate cannot be calculated for an empty starting group.
An everyday example
A hair salon expects customers to return on a different schedule from a café. Choose a window that suits your service and keep it consistent across comparisons. Consider holidays, closures and unrecorded visits too. If the rate rises after a campaign, look at other factors as well before crediting the campaign.
At Treubar
The analytics page describes the views for cards, stamps, the customer list and the log. Return visit rate is a method you apply to your own data. Before calculating it from files, the export guide helps you check whether their scope and observation period are sufficient. Count a stamp as a visit when your recording rules support that reading.