Reactivation conversion points and KPIs

In an ideal world, your customer experience will be set up in a way that maximizes user engagement and the lifetime of your customer base.

But when users churn, you need a last resort to help pull them back. That's where reactivation comes in.

In the conversion points and KPIs below, you'll notice that we talk about numbers rather than percentages. This is because the number of churned users is constantly growing, which would skew your results as time goes on.

Conversion points

Single reactivation

# of users that returned to use the app or device after engagement.

Return to activity

# of users passing a threshold of activity (e.g. a set number of usage days or usage within a specific timeframe).

Key performance indicators (KPIs)

Reactivated users

# of reactivated users per month or % of reactivated users from who churned within a specific timeframe.

Active users

# of active users within a timeframe (you can focus solely on lifetime and reactivation here by removing new users).

Lifetime

The length of a user’s journey with your brand or product.

This last one is difficult to calculate and each analyst will look at this slightly differently. That's because there are many factors at play that can skew your understanding of the numbers.

For subscription lifetime, you can easily work this out by calculating the number of days from the first payment to the last. But it gets much more complicated when talking about usage lifetime.

Your most straightforward option here is to look at the length of time from the first day to the last day of all users who have reached true churn. This is the point at which you can be 95% confident that they aren't coming back.