Metric
Resurrection rate
Share of dormant users (inactive more than 30 days) who become active again in the period. Separate from reactivation after 8-30 days away. The primary win-back metric.
Plain label: dormant users who come backAlso known as: reactivation, win-back rate, resurrected users
Guardrails for win-back campaigns: unsubscribes and re-churn within 30 days. Fresh-start timing (a new week, month or year) and a "what's new since you left" reveal tend to beat guilt messages. F21 (Implementation intentions and goal achievement: a meta-analysis, Gollwitzer & Sheeran, Advances in Experimental Social Psychology, 2006)
Sources
Meaningful metrics: the Duolingo growth model · Duolingo Blog (Erin Gustafson), 2023
Benchmark confidence A. A primary source for the benchmark.Diligence at Social Capital, Part 1: Accounting for User Growth · Social Capital (Jonathan Hsu), 2015
Benchmark confidence A. A primary source for the benchmark.
Book content is paraphrased, never quoted at length. Last verified October 24, 2026.
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