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From the Little Stream Software blog

For repeat customer performance, Profit from repeat customers is the best metric to watch.

Being based on profit, it's a core business metric. Direct costs to acquire repeat customers will tend to be lower than new customers. Indirect costs could be higher as repeat customers could use a greater portion of overhead costs as your loyalty, retention, and other programs are long-lived before you see a repeat order.

You'll know the process is working well as long as it's positive, trending up, and a good enough business return.

If costs are difficult to separate and calculate for repeat customers, revenue from repeat customers is a good alternative. As long as you watch your expenses and margin, segmenting your revenue into new/repeat customer can show you the health of your business as a whole.

Eric Davis