Overview

Reactivated Subscribers (Reactivated Customers) refers to the number of customers who had an active subscription, canceled the subscription at some point, and have re-activated in the specified time range.

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Reactivated Subscribers = Previously Canceled Subscribers who Reactivated

The calculation is based on data from the Subscription Metrics table.

Detailed Breakdown

The formula above is derived from the following components:

• Reactivated Subscribers = sum(reactivated_subscribers) --> Subscription Metrics table

Insights and Actions

Reactivated Subscribers helps you measure the success of win-back efforts and understand how many previously canceled subscribers return to active status:

• Evaluate Win-Back Campaigns: Track Reactivated Subscribers after targeted reactivation or email campaigns to assess which strategies bring subscribers back most effectively.
• Monitor Churn Recovery: Compare Reactivated Subscribers with Total Churned Subscribers to determine how much lost revenue you’re successfully recovering.
• Identify High-Value Returning Segments: Segment reactivated users by platform or product type to uncover which customer groups are most likely to return.

Related Metrics

• Total Churned Subscribers – Measures how many subscribers canceled during the period, providing context for reactivation rates.
• Active Subscribers – Shows the total base of currently paying subscribers, including those reactivated.
• Total New Subscribers – Helps differentiate between new acquisitions and reactivations contributing to growth.

Example Use

Prompt

How many customers reactivated their subscription yesterday?

Response

Query

SELECT
  SUM(smt.reactivated_subscribers) AS reactivated_subscribers
FROM
  subscription_metrics_table AS smt
WHERE
  smt.event_date = CURRENT_DATE()  - 1;