> ## 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 Value: Win-Back Customer Revenue

> Track lapsed purchase value for your Shopify store. Measure win-back revenue from dormant customers who returned to purchase after extended inactivity.

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

## Formula

<Info>
  **Lapsed Purchase Value** = **SUM** ( Purchase Value ) **WHERE** customer\_type = lapsed\_customer
</Info>

### Formula Components

| Metric                                                                                          | Definition                                                                                       |
| ----------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------ |
| **Purchase Value**                                                                              | Monetary value of individual purchase events tracked by the pixel                                |
| [**customer\_type = lapsed\_customer**](/data-dictionary/measures-and-dimensions#customer-type) | Filters to purchases from customers who have been inactive beyond the expected repurchase window |

| Metadata        |                                                              |
| --------------- | ------------------------------------------------------------ |
| **Type**        | Currency                                                     |
| **Data Source** | [Upstack Pixel](/pixel), [Shopify](/sources/catalog/shopify) |
| **Aggregation** | Sum                                                          |

***

## Example

Your Shopify store tracked **\$12,350** in lapsed purchase value last quarter from **85 win-back customers**:

| 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  |

***

## 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             |

***

## Related Metrics

| Metric                                                                                                       | Relationship                                                |
| ------------------------------------------------------------------------------------------------------------ | ----------------------------------------------------------- |
| [Lapsed Purchases](/reference/metrics/funnel/conversions/lapsed-purchases)                                   | Count of lapsed customer purchases (volume vs. value)       |
| [Returning Customer Purchase Value](/reference/metrics/funnel/conversions/returning-customer-purchase-value) | Broader segment — all repeat buyer revenue including lapsed |
| [Conversion Value](/reference/metrics/funnel/conversions/conversion-value)                                   | Total revenue from all attributed conversions               |

[See all Conversions metrics →](/reference/metrics/funnel/conversions)