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Framework #02

Your most valuable customers stop buying

Compare ARPU across active and churned customers to prioritize win-back efforts. Build an updating audience list and target it with a campaign designed to bring customers back.

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#02

Win back high-ARPU customers

Feed label
lista_winback_arpu
Required data
IdoSellGoogle AdsMeta Ads
Type
Customers · Requires the Clients model
Framework #02

Why does it matter?

  • Declining customer-base value

    Losing high-ARPU customers can reduce revenue per user.

  • Pressure on investment returns

    Replacing valuable customers with lower-revenue users weakens acquisition economics.

  • No clear win-back priorities

    Comparing churned segments' historical ARPU with the active base shows whom to prioritize.

lista_winback_arpu

Frameworks #2: How to win back customers who used to spend the most?

lista_winback_arpu

How to diagnose the problem?

In Data Octopus, go to Reports → [store platform] → Client base.

  1. 1

    Check average ARPU for active customers who purchased within the last 365 days.

  2. 2

    In Churned Clients, find customers with no purchase for more than 365 days and sort segments by Average Revenue Per User in descending order.

  3. 3

    Select segments whose historical ARPU clearly exceeds the current average for active customers.

Framework #02

Action strategy

  • ASave a high-value customer view

    In Models → Clients, set Days Since Last Order > 365. In Customer Segment, combine selected segments, such as Slipping Champions and Cannot Lose Them, with OR and save the view as high-value churned clients.

  • BPrepare the audience list

    In Strategies, add a strategy using the Clients model, your saved view, and the Clients channel. Protect the link with a username and password, then add the customer list to Google Ads or Meta Ads.

  • CLaunch win-back messaging

    Once the list is accepted, build a dedicated Demand Gen campaign. Tailor ad groups, messaging, and creative to previously purchased categories or brands.

KPI

What to measure?

  • Customers on the list

    In Strategies, monitor whether the list shrinks as customers purchase again and return to the active base.

  • Demand Gen purchases

    Check whether the win-back campaign generates direct purchases.

  • Support for other campaigns

    Also assess the campaign's contribution to purchases completed with the help of other channels.

Prioritize churned customers whose historical ARPU exceeds the active-base average. An updating list supports win-back campaigns and helps track customers returning to purchase.

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Frequently asked questions

What does ARPU mean in churned-customer analysis?

ARPU is average revenue per user, not the value of an individual basket. In Data Octopus, comparing ARPU across churned and active segments helps prioritize win-back efforts.

Should every customer who has not purchased for over a year enter the campaign?

No — this framework focuses on segments with high historical ARPU. Data Octopus lets you combine time since last purchase with selected customer segments.

Can the customer list help reach similar audiences?

A list prepared in Data Octopus can support lookalike audiences where the advertising platform offers them. If the goal is to win back former customers, target messaging directly to people on the list.

How can I protect the customer-list link?

In Data Octopus, use the shield icon to protect the link with a username and password. This is recommended when sharing the list with an advertising platform.

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