Published on 2025-06-26T05:18:24Z

What is Reactivation MRR? Examples and Use Cases

Reactivation MRR (Monthly Recurring Revenue) measures the monthly revenue regained when customers who previously churned return to an active subscription. It helps SaaS teams evaluate the success of win-back campaigns, understand lapsed customer behavior, and offset the impact of churn. Unlike Expansion MRR, which focuses on upgrades and add-ons for existing subscribers, Reactivation MRR zeroes in on revenue recovered from reactivated accounts. Accurate measurement involves identifying reactivated users, attributing their monthly subscription fees, and aggregating those amounts over time. Analytics platforms like plainsignal (a cookie-free simple analytics solution) and Google Analytics 4 (GA4) enable custom event tracking to automate these calculations. By monitoring Reactivation MRR, businesses can improve revenue forecasting, optimize marketing spend, and drive more resilient growth.

Illustration of Reactivation mrr
Illustration of Reactivation mrr

Reactivation mrr

Monthly recurring revenue regained from customers who churned and later reactivated their subscriptions.

Why Reactivation MRR Matters

Learn why tracking Reactivation MRR is vital to SaaS growth and retention strategies.

  • Cost-effective growth

    Reactivating churned users is often cheaper than acquiring new customers, maximizing marketing ROI.

  • Enhanced customer lifetime value

    Recovered subscriptions extend customer lifetime value (CLV) and reduce payback periods.

  • Smoother revenue forecasting

    Including Reactivation MRR yields more accurate monthly and yearly revenue predictions.

How to Calculate Reactivation MRR

Step-by-step breakdown of metrics and formulas for accurate Reactivation MRR computation.

  • Identify reactivated customers

    Segment customers who had an active subscription, churned, and then subscribed again within the period.

  • Determine monthly subscription value

    Use the standard monthly subscription fee for each reactivated account, accounting for any discounts.

    • Tiered pricing:

      Adjust values for different plan tiers (e.g., Basic, Pro, Enterprise).

    • Promotional discounts:

      Subtract any applied discounts to reflect true revenue.

  • Sum total reactivation revenue

    Aggregate the monthly values across all reactivated customers for the period.

Tracking with plainsignal

Implement cookie-free event tracking for subscription reactivations using PlainSignal.

  • Embed plainsignal script

    Add the following snippet to your site’s <head> to initialize PlainSignal:

    • Tracking code: 
      <link rel="preconnect" href="//eu.plainsignal.com/" crossorigin />
<script defer data-do="yourwebsitedomain.com" data-id="0GQV1xmtzQQ" data-api="//eu.plainsignal.com" src="//cdn.plainsignal.com/PlainSignal-min.js"></script>
    • Configuration:

      Replace data-do with your domain and data-id with your PlainSignal project ID.

  • Define reactivation event

    Use the PlainSignal API to track reactivation events:

    • Event snippet: 
      PlainSignal('track', 'subscription_reactivated', {
  plan: 'Pro',
  value: 49.99
});
    • Verify in dashboard:

      Confirm events in the PlainSignal dashboard under ‘Events’ with the correct revenue values.

Tracking with Google Analytics 4 (GA4)

Set up custom reactivation event tracking in GA4 for detailed analysis and reporting.

  • Implement gtag.js event

    Add this snippet to fire when a subscription is reactivated:

    • Ga4 event code: 
      <script>
  gtag('event', 'subscription_reactivated', {
    'currency': 'USD',
    'value': 49.99,
    'plan': 'Pro'
  });
</script>
    • Event parameters:

      Use value for revenue, currency for currency code, and additional custom parameters like plan.

  • Configure ga4 reporting

    In the GA4 console, register ‘subscription_reactivated’ as a custom event and map parameters to revenue metrics.

Best Practices for Maximizing Reactivation MRR

Tips to improve reactivation rates and revenue recovery from churned customers.

  • Personalize win-back campaigns

    Use customer segmentation and behavior data to tailor offers and messaging.

  • Automate re-engagement workflows

    Set up email and in-app notification sequences triggered on churn events.

  • Monitor cohort performance

    Analyze reactivation trends by cohort to identify successful strategies.

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