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Revenue Per Customer Calculator
Order-based view of revenue per customer: RPC decomposed through AOV times orders per customer, so merchandising and frequency teams see their own lever.
RPC Order Inputs
Total Revenue ($)
Total Customers
Total Orders
RPC Decomposition
Revenue per Customer$30.00
AOV x Orders/Customer$20.00 x 1.50
Decomposition Check$30.00
Decomposition verdict: RPC of $30.00 equals $20.00 AOV x 1.50 orders. AOV is the constraint: raise basket value.
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Authoritative References
Frequently Asked Questions
How does the order view of RPC work?
RPC = AOV x Orders per Customer. With $20 AOV and 1.5 orders each, RPC is $30 — merchandising owns the first factor, retention the second.
Why have two RPC calculators?
One frames cohort value for acquisition teams; this order view splits RPC into AOV and frequency so each team sees its lever and target.
Which lever should I pull first?
The lower one relative to benchmarks: sub-1.5 frequency needs second-order flows; sub-category AOV needs bundles and thresholds.
How do discounts distort RPC?
Discounts cut AOV while lifting frequency — RPC nets the trade. Judge promos on RPC, not order count, to keep the verdict honest.
How often should RPC be reviewed?
Monthly by cohort and channel. RPC decays warn of mix shifts (more one-time buyers) quarters before LTV confirms them.