Average Reactivation Amount
The typical MRR a returning customer comes back on — often different from what they left on.
What is it?
Average Reactivation Amount is the typical MRR a returning customer comes back on — total Reactivation MRR divided by the number of reactivations. It tells you what plan win-backs land on, which is often different from what they left on.
It is a quiet signal about pricing and value. Customers returning on richer plans than they left suggests your product or positioning improved; returning on cheaper plans suggests they found the old price hard to justify.
How to calculate?
Divide total Reactivation MRR by the number of returning customers in the period. Two reactivations at $49 and $99 average $74. The full value of the new plan counts, regardless of what they paid before.
Read it next to win-back rate: a high reactivation rate on low average amounts may just be discount-driven returns that churn again soon after.