The ACV of Bookings from a prior customer that churned and was subsequently reacquired in a future period. This metric is commonly used in B2C companies that experience high churn due to low switching costs and serve a highly market fragmented market. Such companies run marketing campaigns focused on churned users with specific reactivation incentives based upon the consumers’ behavior as an active customer. Reactivated consumers are tracked as a separate cohort within the company’s revenue steam. This metric is typically expressed as MRR when used for this purpose.