DAX Repeat Purchase Rate Measure

Expresses the percentage of customers who placed more than one order, out of all customers.

Customers and RetentionIntermediaterepeat purchasepercentagecustomers

DAX code

Repeat Purchase Rate =
VAR RepeatCustomers =
    COUNTROWS(
        FILTER(
            VALUES('Sales'[CustomerID]),
            CALCULATE(DISTINCTCOUNT('Sales'[OrderID])) > 1
        )
    )
RETURN
    DIVIDE(RepeatCustomers, [Distinct Count of Customers])

Notes

Depends on the Distinct Count of Customers measure from this library.

Requirements

How to use this measure

  1. In Power BI Desktop, select the table that should hold the measure and choose New measure on the ribbon.
  2. Paste the code, then replace the placeholder table and column names with your own. The My table names fields above do this for you.
  3. Run it through the DAX Formatter if you want it laid out in your team's style.

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More DAX resources

Browse all 175 measures in the Power BI DAX Measures Library, or search the library for something similar to Repeat Purchase Rate.