Reactivation MRR: MRR regained from customers who had churned and signed up again in the period.
Formula
Reactivation MRR = Sum of (first month MRR from previously churned customers who returned this period)Computable definition
The canonical formula in the GASP formula grammar. The MCP server compiles it to SQL over the datasets listed below.
sum(field.mrr_change where field.event_type = 'reactivation')Unit: currency
Breakdowns
by_segment: one row persegmentvalue
Notes: The reactivation event in the CEL: a churned customer's new subscription. Counted apart from New MRR (acquisition) and Expansion MRR (existing customers). by_segment returns one row per customer segment.
Data requirements
Grain: Per event, aggregate monthly · Frequency: Daily sync · Aggregation: aggregate (month) · Staged: no · Main source: Billing.
| Field | Dataset | Type |
|---|---|---|
event_date | revenue_event | date |
event_type | revenue_event | string |
mrr_change | revenue_event | decimal |
Example SQL (Postgres)
SELECT (SELECT COALESCE(SUM(mrr_change), 0) FROM revenue_event WHERE event_date >= :period_start AND event_date <= :period_end AND event_type = 'reactivation') AS reactivation_mrr Access: recommended
sensitivity tier confidential,
access scope unscoped.
Guidance your policy engine enforces.
From an agent: with the GASP MCP server, call
lookup_metric({ "name": "Reactivation MRR" }) or generate_query({ "metric": "Reactivation MRR", "adapter": "<your adapter JSON>" }).
What It Tells You
How much lost revenue comes back. A rising share of net new MRR from reactivation usually means churn was recoverable (billing failures, seasonal pauses) rather than lost for good.
Related Metrics
Connected in the GASP relationship graph.
Downstream: what this drives
- Reactivation MRR component of Net New MRR (Core)
- Reactivation MRR measures Customer (Entity)
- Reactivation MRR measures Subscription (Entity)