> ## 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 Purchases: Track Win-Back Customer Conversions

> Track lapsed customer purchases for your Shopify store. Measure win-back conversions from customers who returned after extended inactivity.

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

## Formula

<Info>
  **Lapsed Purchases** = **COUNT** ( Purchases ) **WHERE** customer\_type = lapsed\_customer
</Info>

### Formula Components

| Metric                                                                                          | Definition                                                                                    |
| ----------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------- |
| **Purchases**                                                                                   | All purchase events tracked by the Upstack pixel                                              |
| [**customer\_type = lapsed\_customer**](/data-dictionary/measures-and-dimensions#customer-type) | Filters to orders from customers who have been inactive beyond the expected repurchase window |

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

***

## Example

Your Shopify store recorded **347 lapsed customer purchases** in Q1:

| 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 |

***

## Related Metrics

| Metric                                                                                             | Relationship                                                    |
| -------------------------------------------------------------------------------------------------- | --------------------------------------------------------------- |
| [Returning Customer Purchases](/reference/metrics/funnel/conversions/returning-customer-purchases) | Broader segment — all repeat buyer conversions including lapsed |
| [Total Purchases](/reference/metrics/funnel/conversions/all-purchases)                             | Sum of all customer purchase types                              |
| [Lapsed Purchase Value](/reference/metrics/funnel/conversions/lapsed-purchase-value)               | Total revenue from lapsed customer orders                       |

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