Win-back Rate
The share of churned customers who come back — how permanent your churn really is.
What is it?
Win-back Rate is the share of churned customers who come back within a set window — typically twelve months. It measures whether churn is permanent or merely a pause, and how effective your re-engagement and win-back campaigns really are.
A healthy win-back rate softens the blow of churn, but it is a recovery metric, not a growth one. Leaning on it to hit targets usually signals that customers are leaving too easily in the first place.
How to calculate?
Divide the number of churned logos that resurrect within the window by the total number that churned in the cohort. Fourteen returns from a cohort of fifty churned customers is a 28% win-back rate.
Pair it with median time to return and average reactivation amount: together they tell you not just how many come back, but how quickly and on what plan.