Vicky Freed

Average Purchase Frequency is the average number of times a customer makes a purchase within a defined period. It measures how often customers return to buy, helping businesses understand purchase patterns, inform loyalty strategy, and improve customer lifetime value.

Average Revenue Per User (ARPU) is a company's generated revenue that is averaged across all users and reported as a monthly or yearly value. ARPU is a top-level metric, that can easily be normalized and is often cited as a comparative measure between similar companies.

Customer Retention Rate is the percentage of existing customers a business keeps from one period to the next, excluding newly acquired customers.

Spend Lift is a loyalty metric that measures the increase in customer spending between two time periods, showing whether loyalty programs or promotions are driving real revenue growth.

Transaction Recency is the average number of days since a customer's last purchase, measured across all repeat buyers. It indicates how quickly customers return to make additional purchases and is most useful for businesses where repeat transactions are expected, such as e-commerce, retail, and usage-based software.