Reactivation MRRWin-back Revenue
Recurring revenue recovered from previously churned customers.
The fifth MRR movement, often hidden inside 'new'. Reactivation is recurring revenue from customers who previously cancelled and have come back. Tracking it separately reveals the ROI of win-back campaigns and whether churned customers are recoverable at all.
Formula
Reactivation MRR = Σ (MRR from customers who churned and returned)Worked example
12 previously churned customers resubscribe this month at an average $180/mo → Reactivation MRR = $2,160.
Benchmark
Share of new + reactivationWhy it matters
Reactivation is some of the cheapest revenue you can win: these customers already know the product. A healthy reactivation stream means your churn is often pausable, not permanent — and it justifies investing in win-back emails, downgrade-instead-of-cancel flows, and exit surveys. Folding it into 'new MRR' hides that lever entirely.
Common mistakes
- Counting reactivations as brand-new logos, which inflates new-business performance.
- Not defining a win-back window — a return after 18 months isn't the same as after 1.
- Ignoring why they left, so they churn again for the same reason.
Tracked in FlowMRR
Dashboard → MRR Breakdown card, reactivation leg — also cross-referenced in Recovery.
