Vareto Finance Glossary

Reactivation MRR


Reactivation MRR is how much monthly revenue a company earns from previously canceled or churned subscriptions that were reactivated during the month.


Reactivation MRR = Total MRR from customers churned previously Suppose a company's canceled subscription is reactivated at an MRR of $150. Its reactivation MRR will therefore be $150.

Why it matters

Reactivation MRR is a metric that tells companies how many of their customers switched over to a competitor for a better product or service but eventually returned. It could also indicate that customers no longer needed the product or service in the interim and they came back once their need resurfaced. Companies must observe their reactivation MRR to check for a rise as it can be an indication that the marketing or customer success campaigns are successful.