Time Between Purchases

Discover how Time Between Purchases helps businesses measure the average duration between a customer’s transactions. Learn how to track, analyze, and shorten this KPI to increase customer frequency and lifetime value.

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KPI Details for Time Between Purchases

Category	Marketing, Ecommerce
Type	Lagging Indicator
Calculation	Time Between Purchases = ∑ (Purchase Dates Gap per Customer) / Number of Repeat Customers
Measure	Tracks the average number of days between purchases per customer, helping businesses understand buying habits and identify when to re-engage customers.
Data Sources:	Shopify, WooCommerce, BigCommerce, Klaviyo, Google Analytics (eCommerce), Stripe, ReCharge, CRM systems.
Frequency	Tracked monthly or quarterly to monitor shifts in customer behavior and fine-tune retention strategies.

Example target

Reduce average time between purchases by 20% in Q3 by launching replenishment email campaigns and personalized promotions.

Example Reports Use Case

A Retention Marketer monitors this KPI to determine optimal times to send reminder emails or promotional offers. If the time increases, they may test new engagement strategies or update product recommendations.

KPI Example

Best Practices for Time Between Purchases

Use Replenishment Campaigns

Send reminders or auto-subscription prompts for consumable or frequently used products.
Segment Based on Buying Behavior

Group customers by average purchase cycle to tailor communication and offers.
Incentivize Early Repeat Purchases

Use limited-time discounts or loyalty bonuses to encourage quicker second purchases.
Test Email Cadence & Timing

Optimize email flows and retargeting campaigns based on historical behavior data.

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