# Repurchase Rate Diagnosis Checklist

Use this checklist when repurchase rate drops and the team needs to identify the real driver.

## Define The Metric

- Confirm the repurchase-rate formula.
- Define the time window.
- Confirm whether the denominator is total buyers, eligible buyers, or existing buyers.
- Exclude test users, internal accounts, refunds, and invalid orders.

## Split Numerator And Denominator

- Compare repeat buyers period over period.
- Compare total buyers period over period.
- Calculate how much of the rate change comes from repeat buyers.
- Calculate how much of the rate change comes from total buyers.

## Segment The Change

- New versus existing customers.
- Acquisition channel.
- Cohort month.
- Product category.
- Geography or market.
- Device or platform.

## Validate The Business Story

- Did a campaign bring in many new customers?
- Did lifecycle messaging change?
- Did product availability or pricing change?
- Did delivery, support, or refund experience change?
- Did the tracking definition change?

## Decide The Next Action

- If repeat buyers fell, investigate retention and customer experience.
- If total buyers grew, separate acquisition mix from retention quality.
- If both changed, quantify each contribution before recommending action.
- Document confidence level and data limitations.