Media & Publishing / Audience
Win-Back / Reactivation Rate ~ (aliases: reactivation rate, resurrection rate, returning-subscriber rate)
How often a subscriber who previously cancelled comes back and starts paying again, the offset to churn that save-and-marketing teams live on.
The fork, why two teams get different numbers
The fork is who counts as "won back" and against what base.
In the Metric Library
- The full fork, both definitions worked all the way through
- The trap that makes the number lie, on a real export
- Every formula variant, spelled out
- The reconciliation anchor, what to tie it to and when to refuse
Reference: subscription lifecycle operating-metric convention (no single standards body)