This calculation shows you how often a typical customer goes before making a repeat purchase. It is calculated by dividing the days in a period (like 365) by the purchase frequency. This is a good metric to know because it allows you to tailor email marketing campaigns. If you know the average customer goes 7 weeks between purchases, you can start sending promotions during week 6 to get  them back a little sooner than they normally would. Time between purchases will vary significantly between industries. If you are selling furniture you will see longer times between purchases than if you were selling coffee.

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