Reactivation Rate (Resubscribers)

What is reactivation rate?‍

Reactivation rate measures the percentage of previously churned customers or lapsed subscribers who return and start paying again within a given time frame. It reflects how effective a business is at winning back lost users and restoring recurring revenue.

Why reactivation rate matters

• Revenue recovery: Every reactivated subscriber offsets the cost of acquisition and contributes to lifetime value.
  
• Engagement insights: High reactivation signals that the product or content remains relevant, even after a lapse.
  
• Retention strategy feedback: It highlights the effectiveness of win-back campaigns, pricing adjustments, and targeted offers.
  

How to calculate reactivation rate‍

Reactivation Rate = (Number of resubscribers in a period ÷ Total number of churned customers in the same period) × 100

For example, if 1,000 subscribers churn in Q1 and 150 return in Q2, the reactivation rate is 15%.

Inclusions and exclusions

• Include: Subscribers who fully return to paid plans after canceling or lapsing.
  
• Exclude: Free trial reactivations or users who never entered a paid subscription tier.
  

Reactivation rate in subscription businesses‍

For subscription companies, reactivation rate is a direct indicator of brand stickiness. Readers who churn and later return often do so because of compelling new content, tailored offers, or improved user experiences.