Product & Analytics / Growth
Resurrection / Reactivation Rate ~ (also "reactivation rate", "win-back rate", "revival rate")
The rate at which previously-inactive (churned or dormant) users come back to life.
The fork, why two teams get different numbers
First, RESURRECTION and REACTIVATION are used interchangeably by some and distinctly by others -- in strict growth-accounting, "resurrected" means a user who had crossed the dormancy threshold (formally churned) and returned, distinct from a merely-lapsed user who dipped but never churned.
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: Product-analytics convention (no governing body); growth-accounting MAU-bridge framework cited as convention