Most solo contractors have no idea what their repeat rate is — not because they don't care, but because calculating it means counting customers by hand, cross-referencing old invoices, and doing math that never quite feels worth the effort. CashWrench does it automatically, every time you open the Customers tab. Here's exactly what you're looking at and why each number is there.
What the Customers tab shows you the moment you open it
No setup. No report to run. No spreadsheet to build. Open the Customers tab and three numbers are waiting at the top — calculated live from your actual job and invoice history.
The CashWrench Customers tab — three headline metrics calculated automatically from your job history
The three headline metrics — what each one means
$7,210 Lifetime Value
The total revenue generated across every customer in your list — every completed, invoiced job added together. This number exists to reframe how you think about your customer base. 24 customers at $7,210 LTV averages to roughly $300 per customer. Track this over time and you can see whether your average customer value is rising or stagnating — a signal of whether repeat bookings and upselling are working.
24 Customers
Total number of unique customers in your CashWrench account. On its own, this is just a headcount. Its value comes from being read alongside Repeat Rate and Lifetime Value — a customer count of 24 with a 33% repeat rate tells a very different story than 24 customers with a 10% repeat rate, even if the headline number looks identical.
33% Repeat Rate
The percentage of your customers who have completed more than one job with you. CashWrench calculates this automatically from your job history — any customer with two or more completed bookings counts as a repeat customer. No counting, no manual tagging, no spreadsheet. In this example, 8 of 24 customers have rebooked at least once, giving a 33% repeat rate — which sits in the healthy range for most trade services.
Your repeat rate is the one number that tells you whether your business runs on trust or just luck.
The four customer segments — and what to do with each one
Below the headline metrics, the Customers tab lets you filter your list into four segments. Each segment represents a different relationship status — and calls for a different action.
Every customer in your account, regardless of booking history. This is your default view — useful for search, bulk review, and getting the full picture of pipeline and lifetime value. Pair it with the sort options (Value, Recent, Name) to surface who's most active or most valuable at a glance.
Customers who have completed more than one job with you. These are your highest-value relationships — they've already proven they'll come back, they require no acquisition effort, and they're your most likely source of referrals. Use this filter to protect these relationships proactively. Prioritize their calls, reach out before they have to think of you, and treat them as the core of your business — because they are.
→ Seasonal outreach. Priority callbacks. Referral asks.
Customers who have completed exactly one job. They liked your work enough to book — they just haven't come back yet. This is where your repeat rate gets built. Every customer in this segment is a repeat customer who hasn't happened yet. A targeted follow-up message to your First Time segment — a check-in, a seasonal prompt, a "ready for round two?" — converts a meaningful percentage without any new lead cost.
→ Follow-up messages. Seasonal outreach. Review requests.
Example
In this account, 16 first-time customers are showing. If just 4 of them rebook from a single outreach campaign, the repeat rate moves from 33% to 50% — without acquiring a single new customer.
Customers where a record was created — an inquiry came in, a quote was started — but no completed job exists. A zero here is good. But when this number climbs, it's a signal worth acting on: these people raised their hand, which is more than you can say for a cold lead. A single follow-up on incomplete records converts at a higher rate than chasing brand-new inquiries.
→ Quote follow-up. Re-engagement message. Close or archive.
Sorting your list — three views for different decisions
The sort options in the top-right of the customer list aren't just cosmetic. Each one surfaces a different question about your business:
Value
Sorts by total lifetime revenue — highest first. Use this to identify your top customers at a glance and make sure you're treating them accordingly.
Recent
Sorts by most recently active. The default view. Use this to track pipeline momentum and see who you've worked with lately.
Name
Alphabetical. Useful when you know who you're looking for and want to find them quickly without typing in the search bar.
Why these numbers are on the Customers tab — not buried in a report
CashWrench is built for solo contractors who don't have time to run reports or dig through dashboards. The decision to surface Repeat Rate, Lifetime Value, and customer segments on the main Customers tab — rather than tucking them into a separate analytics screen — was deliberate.
A number you have to go looking for is a number you check once and forget. A number that's waiting for you every time you open the tab becomes part of how you think about your business. The goal isn't to give you a metric. It's to make the metric impossible to ignore.
Most solo contractors have never known their repeat rate — not because they didn't care, but because nobody ever calculated it for them without asking. CashWrench does it automatically, in the background, every time a job is completed. You just have to open the tab.
Frequently asked questions
How does CashWrench calculate repeat rate?
CashWrench calculates repeat rate automatically from your job history. It counts how many of your unique customers have completed two or more jobs, then divides that by your total customer count. There's no report to run and no manual tagging — the number updates on its own every time a job is completed and recalculates live each time you open the Customers tab.
What counts as a repeat customer in CashWrench?
Any customer with two or more completed bookings. The moment a customer's second job is marked complete, they move from the First Time segment into the Repeat segment and your repeat rate updates accordingly. Quotes and incomplete records don't count — only completed jobs.
What is the difference between First Time and Incomplete?
A First Time customer has completed exactly one job — they're a real customer who simply hasn't rebooked yet. An Incomplete record is someone where a record exists (an inquiry or a started quote) but no job was ever completed. First Time is repeat revenue waiting to happen; Incomplete is a lead worth a follow-up before you close or archive it.
Can I search for a specific customer on the tab?
Yes. The Customers tab has a search bar for finding anyone by name, and three sort options — Value, Recent, and Name — for surfacing customers by total lifetime revenue, most recent activity, or alphabetically. Combine search with the segment filters to narrow your list to exactly who you're looking for.
What is CashWrench?
CashWrench is an all-in-one app for solo trade contractors — estimating, quoting, invoicing, job tracking, SMS, and Google review automation — built to run your business without a back-office team. The Customers tab is where your repeat rate, lifetime value, and customer segments live, calculated automatically from your job history.
See your repeat rate. Two months free.
Open the Customers tab and your repeat rate, lifetime value, and customer segments are already there — calculated automatically from your job history.