Reactivation calculator

Across all categories, about 20% of churned monthly subscribers, 5% of annual subscribers and 9% of weekly subscribers come back within 12 months. It varies a lot by category: monthly reactivation runs from 3.4% for travel apps to 36.1% for productivity apps. Pick your category in the calculator to see its benchmark.

North America sits near the low end of the market range, at about 18% of churned monthly subscribers coming back within a year. Annual reactivation is close to 5% in every region. If your app is mostly North American, the conservative scenario is a sensible starting point.

Reactivation rates differ by price. In market data, high-priced monthly plans (over $13.50) see 28.9% of churned subscribers come back, compared with 12.4% for mid-priced plans and 15.4% for low-priced plans (under $7). The calculator places each plan in a low, mid or high price tier and adjusts the category benchmark by that tier's rate compared with the mid tier.

The category's reactivation rate for each plan and the plan's price-tier adjustment are each averaged across your plans, weighted by active subscribers, then multiplied together. That gives one category + price tier adjusted benchmark. Conservative uses 80% of it, realistic 100% and optimistic 120%.

For each plan, the 12M churned pool is avg churned per month × 12, and your current rate is avg reactivated ÷ avg churned. Additional reactivations are the pool × (target rate − current rate), never below zero. Each reactivation is worth the plan price × the charges a returning subscriber typically pays: 2 for weekly, 4 for monthly, 3 for quarterly and 1 for annual plans. Revenue is before store fees.

Common levers are win-back offers in the App Store and Google Play, email and push reminders when the need comes back, paid campaigns aimed at lapsed users, and checking which campaigns actually bring people back so budget goes to the ones that work. If you use a discounted offer, enter the discounted price.

Treat it like any paid campaign. Pick the audience, for example users who subscribed before but aren't active now, run the campaign where those users are, and count reactivations and revenue per campaign over a fixed window. Compare the result with your current reactivation rate from this calculator: only what's above that baseline is what the campaign added. Airbridge Core builds audiences from your app events, sends them to Meta, Google, TikTok or Apple Ads, and reports revenue by campaign. $40+/mo after a 30-day free trial, no annual contract.

Store fees, refunds and taxes, and subscribers who come back on a different plan. If a plan has no churn or reactivation data, its market benchmark stands in for the current rate. Use the custom target if you have your own goal.