Metric · Hooked
Repeat rate within the natural cycle
Share of customers who repeat the value event (an order, booking or renewal) within their natural cycle plus a grace period. The headline Return metric for utility-led, partial-habit and Recall & Trust routes.
Plain label: customers who come back when the need returnsAlso known as: repeat purchase rate, rebooking rate, reorder rate
Set the natural cycle from typical customers (a coffee bag every three weeks, a haircut every six). Pair it with reorder-trigger conversion: a reminder timed to depletion that converts well is the Recall & Trust version of an owned trigger. HK-TRG25 (Hooked Ch.2)
Limits
What we don’t claim
- The Hook Model is a practical design tool, not a validated or complete theory of behavior.Hooked, Introduction
Sources
Hooked · Nir Eyal
Ch.1 · Ch.2
Book content is paraphrased, never quoted at length. Last verified October 24, 2026.
Your product
Find the stage your product is stuck in
Gamify It reads your product, picks the one move that matters at its stage, and sizes the test to your traffic. Connecting is free; a Pro subscription starts it.