What is a reactivated customer?
A reactivated customer is someone who had stopped buying from you and has now come back.
Specifically, it is a returning customer whose previous order was more than 365 days ago. They were effectively dormant, and something brought them back.
The one year window is our default because it suits most stores. If your buying cycle is much shorter or much longer — a coffee subscription versus a mattress — we can set a different window for your account. Just ask.
One detail worth knowing: the clock runs from the customer's last order of any kind, including orders that were later refunded or cancelled. We measure the gap in real buying activity, not just the orders that ended up counting toward revenue.
What is an activated customer?
Activated customers = new customers + reactivated customers.
It is the group your marketing genuinely had to win: people who were not actively buying from you before this order. A customer who bought last month and came back needed a reminder. A customer who vanished for two years needed winning back, much like acquiring someone new.
Grouping those two together gives you a clearer read on acquisition performance, which is why we offer cost and return metrics built on it:
Metric | What it tells you |
CPAC (cost per activated customer) | What it costs to bring in one genuinely won customer, new or recovered |
AC ROAS | Revenue from those customers against your spend |
AC AOV | Average order value for that group |
acPOAS | Profit contribution from those customers against your spend |
Reactivated share | What portion of your returning customers had actually lapsed |
Think of CPAC as a broader CAC. Standard CAC counts only brand new customers, so campaigns that are good at winning back lapsed customers look expensive. CPAC gives them credit for that work.
How to read these numbers
Reactivated customers are part of your returning customers, not an extra group. If you have 1,000 returning customers and 150 reactivated, that is 150 of the same 1,000, not 1,150. Adding them together will overstate your totals.
Numbers in the attribution deep dive are shared across channels. When an order involved several touchpoints, each channel gets a share of the credit, so you will see fractional values there. Elsewhere in Klar you see whole customer counts. Both are right — they answer different questions, and they will not add up to the same figure.
Where to find them
Reactivated customers appear alongside your new and returning customer counts in the attribution deep dive and in your revenue and profit reporting. The activated customer metrics appear in the attribution deep dive, next to the equivalent new customer metrics.
If you would like a different reactivation window for your account, or you are unsure how to read something here, just reach out.