Repeat purchase rate is the share of customers who've placed more than one order in a defined window. The window is where most brands fool themselves. A lifetime figure flatters you because old cohorts have had years to come back. Measure it by cohort instead. Take everyone who made a first purchase in March, and track what share placed a second order within 60, 90 and 180 days. Compare that against April's cohort. If a new flow is working, newer cohorts will cross the 90 day mark with a higher repeat rate than older ones did. Watch three other numbers alongside it: median days to second order, revenue from flows as a share of total email and WhatsApp revenue, and unsubscribe rate per flow. A flow that drives revenue but triples unsubscribes is borrowing from next quarter. Start with one segment and one flow this week. Pull your RFM groups, build the second purchase nudge for your promising first timers, and check the 60 day cohort in two months. That one change will teach you more than any benchmark report.
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