E-commerce Glossary

Win-Back Rate

Percentage of former inactive customers who make a new purchase after a reactivation campaign.

Win-back rate measures the effectiveness of your campaigns in bringing back customers who haven't purchased in a long time (usually 6 months or more). It is a powerful lever because reactivating costs 5x less than acquiring.

Calculation: Win-back rate = Reactivated customers / Targeted inactive customers x 100. A rate of 5-15% is considered good for email and SMS reactivation campaigns.

Win-back strategies typically combine: exclusive special offer, new products, survey to understand the churn, and multi-channel sequence (email, SMS, Meta Ads retargeting).

Fullmetrix automatically identifies your dormant customers via RFM scoring and helps you build win-back audiences to sync with Meta, Google, and TikTok Ads.

Related terms

AOV (Average Order Value)Average amount spent per order in your store.See definition ARPU (Average Revenue Per User)Average revenue generated per user over a given period.See definition Blended CACAverage acquisition cost including all marketing channels.See definition Blended ROASOverall return on all advertising spend combined.See definition CAC (Customer Acquisition Cost)Total cost to acquire a new customer.See definition Churn RatePercentage of customers lost over a given period.See definition
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