What do repeat purchase, order cadence and purchase journeys show?

They show how your customers come back. Repeat purchase over time shows how many order a second time. Order cadence shows how long they take. Purchase journeys shows what they buy on each order. All three sit on Insights, in the Customers tab. They cover every customer since your first synced order, whatever range you pick, and the card says All history.

Repeat purchase over time groups customers by the month of their first order. Such a group is called a cohort. For each cohort, it shows the share that placed a second order within 30, 90, 180 and 365 days of their first. A window only shows once every customer in the cohort has had all of it, so a rate never shrinks later. Recent months show only the shorter windows. Above the chart, four big figures give the rates across all cohorts old enough, like Within 90 days 18,4%, 412 of 2.240.

Order cadence counts the days between orders. One series is First to second, from the first order to the second. The other is Later orders, from the second order on. Each shows its median, the middle value, like 38 days median. The line under the chart says within how many days half of all second orders arrive. A winback email that starts later than that comes too late. At the bottom, Ordered again and Repeat purchase rate say how many customers came back at all.

Purchase journeys follows customers from their first order to their second and third. Each order is named by its lead product: the product that brought in the most money on that order. Each step shows the five most common products and puts the rest in Other products. Grey ribbons lead to No 2nd order yet or No 3rd order yet. Customers sit there until that order happens. So you see which first buys lead to a second one, and which lead nowhere.

A customer counts as new on their first order in your synced history. Someone who bought before that can look new. Orders without a Shopify customer ID, like guest orders, are left out. The same tab also sets what a first order earns beside your blended CAC.