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Metrics
Repeat Purchase Rate
The share of customers who buy more than once, within a stated window. The sharpest single read on whether the product justifies a second purchase.
Why it matters
It sets the ceiling on LTV, and therefore on what you can afford to pay to acquire. Every LTV projection is downstream of it.
In practice
Track it by cohort and by acquisition channel. A channel with strong first-order ROAS and weak repeat rate is buying worse customers, which last-click will never show you.
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