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

How your customers come back: how many order a second time, how long they take, and what they buy on each order. The three charts sit on Insights, Customers, and each covers every customer since your first synced order, whatever range is picked.

Repeat purchase over time takes each month's new customers as a cohort and shows the share that placed a second order within 30, 90, 180 and 365 days of their first. A window is shown only once every customer in the cohort has had all of it, so a rate never shrinks later, and recent months show only the shorter windows.

Order cadence counts the days between orders: from a first order to the second, against the rhythm of customers already past their second. Each comes with its median, and 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 late.

Purchase journeys follows customers from their first order to their second and third, naming each order by its lead product, the one carrying the most line revenue on it. Each step shows the five most common products and pools the rest, and grey ribbons lead to No 2nd order yet or No 3rd order yet, where customers sit until that order exists. It shows which first purchases lead to a second, and which lead nowhere.

The same tab, for the range you pick, opens with the split of revenue and orders between new and returning customers, and sets First-order profitability beside the cadence: what an average first order left at CM2, your blended CAC, the difference between the two and how many times CM2 covers CAC. Two lists show what wins new customers and what brings them back. A customer counts as new on their first order in your synced history, so someone who bought before it can look new.