> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# lapsed_purchase Event

> Track purchases from lapsed customers who returned — automatically generated by Upstack

<Info>
  **Automatically Generated** — This event is created by Upstack backend services for Shopify customers. You do not need to fire this event manually.
</Info>

## Overview

The `lapsed_purchase` event is generated when a customer who hasn't purchased in an extended period returns to make a new purchase. This event helps you measure the effectiveness of win-back campaigns and understand customer reactivation patterns.

## How It Works

Upstack analyzes customer purchase history to identify lapsed customer reactivations:

1. **Order received** — Shopify sends a purchase webhook to Upstack
2. **Recency analysis** — Upstack checks the time since the customer's last purchase
3. **Lapsed classification** — If the customer hasn't purchased in the lapsed threshold period, a `lapsed_purchase` event is generated
4. **Forwarding** — The event is sent to your configured destinations

### Lapsed Customer Definition

A customer is classified as "lapsed" when their last purchase occurred more than **180 days ago** (approximately 6 months). This threshold aligns with common e-commerce customer lifecycle definitions.

<Note>
  The 180-day lapsed threshold is based on industry standards for e-commerce. It distinguishes between returning customers (recent purchasers) and lapsed customers (dormant accounts that have been reactivated).
</Note>

## Properties

This event includes all properties from the original `purchase` event:

| Property | Type   | Description                              |
| -------- | ------ | ---------------------------------------- |
| orderId  | string | Shopify order ID                         |
| value    | number | Order total value                        |
| currency | string | ISO 4217 currency code (e.g., `USD`)     |
| items    | array  | Products purchased                       |
| email    | string | Customer email (hashed for destinations) |
| phone    | string | Customer phone (hashed for destinations) |

## Destination Mapping

This event is forwarded to destinations as:

| Destination           | Event Name        | Notes                                       |
| --------------------- | ----------------- | ------------------------------------------- |
| **Meta CAPI**         | `Purchase`        | With `customer_type: lapsed` in custom data |
| **Google Ads**        | `purchase`        | Filterable by event name                    |
| **TikTok Events API** | `CompletePayment` | Lapsed flag included                        |
| **Klaviyo**           | `Placed Order`    | Tagged as lapsed customer win-back          |
| **GA4**               | `purchase`        | Custom dimension for customer lifecycle     |

## Use Cases

* **Measure win-back performance** — Track how effectively your reactivation campaigns bring back dormant customers
* **Calculate win-back CAC** — Understand the cost to reactivate a lapsed customer vs. acquiring a new one
* **Optimize win-back timing** — Identify the optimal time to reach out to customers before they become permanently churned
* **Segment audiences** — Build audiences of lapsed customers for targeted reactivation campaigns

## Metrics Available

In the Upstack dashboard, you can view:

| Metric                   | Description                                       |
| ------------------------ | ------------------------------------------------- |
| Lapsed Purchases         | Total number of lapsed customer purchase events   |
| Cost per Lapsed Purchase | Average ad spend per lapsed customer reactivation |
| Lapsed Purchase Value    | Total revenue from reactivated customers          |

## Customer Lifecycle Context

The `lapsed_purchase` event fits into the broader customer lifecycle:

| Lifecycle Stage | Days Since Last Purchase | Event Generated   |
| --------------- | ------------------------ | ----------------- |
| Active          | 0–90 days                | `rc_purchase`     |
| At Risk         | 90–180 days              | `rc_purchase`     |
| Lapsed          | 180–365 days             | `lapsed_purchase` |
| Churned         | 365+ days                | `lapsed_purchase` |

Both "Lapsed" and "Churned" customers generate `lapsed_purchase` events when they return, as the key insight is the reactivation of a dormant account.

## Related Events

* [purchase](/pixel/standard-events#purchase) — The base purchase event
* [nc\_purchase](/pixel/events/upstack-generated/nc-purchase) — New customer purchases
* [rc\_purchase](/pixel/events/upstack-generated/rc-purchase) — Returning customer purchases
* [all\_purchase](/pixel/events/upstack-generated/all-purchase) — All purchases