Lapsed Purchase Value: Win-Back Customer Revenue

Lapsed Purchase Value measures the total monetary value of purchase events from customers who returned after an extended period of inactivity.

Formula

Lapsed Purchase Value = SUM ( Purchase Value ) WHERE customer_type = lapsed_customer

Formula Components

Metric	Definition
Purchase Value	Monetary value of individual purchase events tracked by the pixel
customer_type = lapsed_customer	Filters to purchases from customers who have been inactive beyond the expected repurchase window

Metadata
Type	Currency
Data Source	Upstack Pixel, Shopify
Aggregation	Sum

Period	Lapsed Value	Lapsed Purchases	Avg Value
Month 1	$3,850	26	$148.08
Month 2	$4,200	29	$144.83
Month 3	$4,300	30	$143.33

Period

Lapsed Value

Lapsed Purchases

Avg Value

Month 1

$3,850

$148.08

Month 2

$4,200

$144.83

Month 3

$4,300

$143.33

How It Works

The Upstack pixel tracks purchase events on your Shopify store and identifies lapsed customers as those who have purchased before but have been inactive beyond the typical repurchase window. Lapsed Purchase Value sums the monetary value of all purchase events where the customer has returned after this extended dormancy period.

When to Use

Scenario	Action
Measuring win-back ROI	Compare lapsed purchase value against reactivation campaign spend
Evaluating dormant customer potential	Quantify revenue potential from inactive customer segments
Optimizing reactivation timing	Track which dormancy windows yield highest value win-backs
Assessing customer lifetime value	Include win-back revenue in holistic LTV calculations

Metric	Relationship
Lapsed Purchases	Count of lapsed customer purchases (volume vs. value)
Returning Customer Purchase Value	Broader segment — all repeat buyer revenue including lapsed
Conversion Value	Total revenue from all attributed conversions

Metric

Relationship

Lapsed Purchases

Count of lapsed customer purchases (volume vs. value)

Returning Customer Purchase Value

Broader segment — all repeat buyer revenue including lapsed

Conversion Value

Total revenue from all attributed conversions

METRICS

Lapsed Purchase Value: Win-Back Customer Revenue

Formula

Formula Components

Example

How It Works

When to Use

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics