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What is Reactivation MRR?

Reactivation MRR is the monthly revenue from customers who cancelled before and came back. They had a subscription, they cancelled, and now they’re paying again.

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How to Calculate It

Reactivation MRR = Sum of MRR from all returning customers in the period
Example: 2 former customers resubscribe this month:
  • Customer A signs up for $49/month → $49
  • Customer B signs up for $99/month → $99
Total Reactivation MRR = $49 + $99 = $148

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Where It Fits

Reactivation MRR is one of five MRR movement types: Net New MRR = New + Expansion + Reactivation − Contraction − Churn Reactivation is revenue you already lost coming back. It’s a good sign — but it shouldn’t be your main growth driver. Bigdelta tracks Reactivation MRR automatically as an activity on each account.

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FAQ

New MRR is from first-time customers. Reactivation MRR is from customers who cancelled before and came back.
Still counts as Reactivation MRR. The full amount of their new plan is Reactivation MRR, regardless of what they paid before.