Reactivation MRR
The recurring revenue from customers who cancelled and came back — a good sign, but never the main growth engine.
What is it?
Reactivation MRR is the recurring revenue from customers who had a subscription, cancelled, and are now paying again. It is revenue you had already lost coming back — distinct from New MRR, which is revenue from customers you have never billed before.
It is a healthy signal: it means churn is not always permanent and that win-back motions work. But it should stay a supporting act. A business that leans on reactivation to hit its numbers is usually papering over a churn problem rather than fixing it.
How to calculate?
Sum the monthly recurring revenue of every returning customer who resubscribed in the period. The full amount of their new plan counts, regardless of what they paid before — a customer who left on $49 and returns on $99 contributes the whole $99 of reactivation.
Reactivation MRR is one of five MRR movements — new, expansion, contraction, churn and reactivation — and a positive term in net new MRR: new plus expansion plus reactivation, minus contraction and churn. Read it next to win-back rate to see how much of your churned base you are recovering.