Resurrection Rate

Resurrection rate is the share of dormant or churned users who became active again in a period; its denominator is the pool of inactive users, not all users.

Resurrection rate is one of the four parts of the lifecycle growth model (new, retained, resurrected, churned) and tells you how well the win-back engine works. Its most sensitive point is the denominator: it must be only the inactive pool at the period's start. Taking all users as the denominator by mistake produces a tiny meaningless number and buries the win-back effect — the most common base-rate error in this family. The numerator too must be 'someone who was genuinely inactive and returned', not a user who never left; otherwise ordinary activity is sold as resurrection. In a product consumed cyclically by nature (tickets, travel, seasonal shopping) the resurrection rate is naturally high and must not be mistaken for loyalty; there 'returning' is part of the normal pattern, not the result of intervention. So read resurrection rate together with the return's source to tell whether a campaign or the cycle itself brought them back.