How to calculate repeat revenue

Repeat revenue is the single clearest number for understanding retention — and it’s simpler to calculate than most businesses expect.

The formula

Repeat revenue = total revenue from customers who have visited more than once, over a given period. WinCard calculates this automatically by tying every transaction back to a wallet card.

Why it beats "total revenue growth"

Total revenue can grow purely from new customer acquisition while retention quietly gets worse. Isolating repeat revenue shows whether the customers you already have are actually sticking around.

A healthy benchmark

For most local businesses, 35-50% of revenue coming from repeat customers is a solid baseline, with the strongest businesses in the 60%+ range.

Track it monthly. A steady increase is one of the best signs your retention efforts are compounding.