Purchase Frequency (F) is the average number of times a group of customers orders from your site. It is a retention metric.
Increasing it might be the single best way to grow your business (if you want to know the other top ways, take my course).
Here’s how to find yours:
Step 1: In Google Analytics, set a large timeframe. You need enough time in there to allow for customers to come back, after all. Look back as long as possible, 6+ months ideally.
Step 2: Navigate to Ecommerce > Overview and note “Transactions”. This is the total number of transactions that occurred during this time period.
Step 3: Navigate to Audience > Overview
Step 4: Add a GA segment “Made a Purchase” as shown below.
Step 5: Note the total number of Users under “Made a Purchase”. Make sure it is the number under that segment, NOT the total number of All Users. This is the unique number of customers making a purchase. See below.
Step 6: Divide the total number of transactions in #2 by the total number of customers in #5. This is your average transactions per customer, or F, for that time period.
In this example, 813 transactions / 274 customers = 2.97. The average customer orders about three times!