Article

Repurchase vs. Retention Rate: How to Measure and Why These Metrics Are Essential for DTC Brands

Peel Insights · peelinsights.com Free Intermediate

Directly resolves a confusion most founders don't realise they have - repurchase and retention sound interchangeable but measure different things and get reported inconsistently across decks.

  • Repurchase rate is a period snapshot; retention rate is a cohort-tracked curve over time.
  • Investors and internal teams often conflate the two, producing misleading comparisons.
  • Define which one you're reporting explicitly, every time.
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The question it answers

  1. What's the difference between repurchase rate and retention rate, and which should I report to investors?

Read with it

  1. Frames cohort analysis explicitly around profitable growth rather than vanity retention metrics - useful for tying the analysis... admetrics.io Article Cohort Analysis for DTC Ecommerce: The Practical Way to Measure Profitable Growth Admetrics
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