The Executive summary - Retention tab gives you a clear view of how much your returning customers are spending on average. ARPU (Average Revenue Per User) and AOV (Average Order Value) help assess whether repeat buyers are increasing in value or just placing small repeat orders.
Where to find it
- Go to Analytics > Executive Summary > Retention.
- Scroll down to the metrics table to view ARPU, AOV, and Gross Profit.
Tip
A high ARPU with a steady AOV often means returning customers are buying more often. If both are flat, try:
- Featuring top products in follow-up emails
- Creating VIP incentives or early access offers
- Re-engaging through value-based campaigns (e.g., how-to guides, curated picks)
