A marketing metric that often gets overlooked by new online businesses is the annual repurchase rate. It measures the percentage of customers who place additional orders within a pre-defined time period. Accurately tracking of the annual repurchase rate is a key indicator of how well a product or service is aligned with the market demand. A measurement that needs to be factored in as it provides you a value for your repeat customers, and in a business aimed for growth, is a key indicator to keep tabs on.