Lapsed Purchases: Track Win-Back Customer Conversions

Lapsed Purchases counts purchase events from customers who returned to buy after an extended period of inactivity.

Formula

Lapsed Purchases = COUNT ( Purchases ) WHERE customer_type = lapsed_customer

Formula Components

Metric	Definition
Purchases	All purchase events tracked by the Upstack pixel
customer_type = lapsed_customer	Filters to orders from customers who have been inactive beyond the expected repurchase window

Metadata
Type	Number
Data Source	Upstack Pixel, Shopify
Aggregation	Count

Customer Segment	Purchases	% of Returning
Active Returning	2,500	88%
Lapsed Win-Back	347	12%
Total Returning	2,847	100%

Customer Segment

Purchases

% of Returning

Active Returning

2,500

88%

Lapsed Win-Back

347

12%

Total Returning

2,847

100%

How It Works

The Upstack pixel identifies lapsed customers as those who have purchased before but have been inactive beyond the typical repurchase window for your Shopify store. When these customers return and complete a purchase, the event is tracked as a lapsed purchase. This metric helps you measure the effectiveness of win-back campaigns and understand customer reactivation patterns.

When to Use

Scenario	Action
Evaluating win-back campaigns	Track lapsed purchases to measure reactivation campaign effectiveness
Identifying dormant customer value	Quantify revenue potential from inactive customer segments
Optimizing reactivation timing	Compare lapsed purchase volume across different inactivity windows
Refining audience exclusions	Decide whether to advertise to or exclude customers past a certain dormancy threshold

Metric	Relationship
Returning Customer Purchases	Broader segment — all repeat buyer conversions including lapsed
Total Purchases	Sum of all customer purchase types
Lapsed Purchase Value	Total revenue from lapsed customer orders

Metric

Relationship

Returning Customer Purchases

Broader segment — all repeat buyer conversions including lapsed

Total Purchases

Sum of all customer purchase types

Lapsed Purchase Value

Total revenue from lapsed customer orders

METRICS

Lapsed Purchases: Track Win-Back Customer Conversions

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