Reactivation Share of Gross Adds
How much of your new revenue is really returning customers — good news that can hide a churn problem.
What is it?
Reactivation Share of Gross Adds is how much of your new revenue is actually returning customers — reactivation MRR as a share of total gross adds (new plus expansion plus reactivation). It reveals how reliant your growth is on winning back people you already lost.
A modest share is healthy; a large, rising one is a warning dressed as good news. If reactivation is doing a lot of your gross-add work, you are likely churning customers and then paying to win them back, rather than keeping them.
How to calculate?
Divide reactivation MRR by the sum of new, expansion and reactivation MRR for the period. Ten percent means a tenth of your gross additions are returning customers. Keep it strictly gross — losses do not belong in this denominator.
Read it with your win-back rate: high reactivation share plus high win-back can mean a revolving door, where the same customers churn and return repeatedly.