- Four metrics: cohort size, enrollment rate, reactivation rate, revenue attributed.
- 14-day attribution window - not 30, not 60.
- Hold out 10% of the cohort with no messages - that's your baseline.
- Exclude customers with upcoming bookings from the denominator.
- Revenue Recovery Dashboard launching Q2 2026 computes all 4 automatically.
1. Cohort Size
Snapshot it on day 0. Apply opt-out and exclusion filters up front. Log contact IDs persistently - you need them in 30 days for reactivation math. Typical Indian SMB: dormant cohort is 20-40% of total contacts.
2. Enrollment Rate
Never 100%. Real values 65-90%. Losses from template approval lag, invalid numbers, WhatsApp throughput caps (new Indian WABAs are tier-limited), session-window restrictions. Below 80%, something operational is broken - fix that before optimizing copy.
3. Reactivation Rate
Qualifying event = purchase completed, booking showed up, deal advanced. Not a read receipt, not a click. Attribution window: 14 days from enrollment. Longer windows flatter you and lie.
Holdout Group (Non-Negotiable)
Randomly assign 10% of cohort to receive no messages. Measure their reactivation rate too. Your campaign's true lift = sent_rate - holdout_rate. Without a holdout you cannot separate genuine recoveries from customers who were coming back anyway.
4. Revenue Attributed
Subtract the discount. Net out the holdout baseline. Only count events within the 14-day window. If you gave 15% off, that 15% is your cost - do not report gross revenue as if the discount were free.
Common Attribution Mistakes
- Attribution window too long (60-90 days catches normal-cycle buyers).
- No holdout - cannot calculate true lift.
- Counting opens or clicks as recoveries (vanity).
- Including "happy path" customers (upcoming scheduled bookings) in denominator.
- Ignoring discount cost - gross revenue is not profit.
- Comparing cohorts with different dormancy thresholds (apples to oranges).
The Dashboard You Need
All 4 metrics side-by-side, filterable by cohort and campaign, with holdout logic built in. App-ening's Revenue Recovery Dashboard (Q2 2026) computes these automatically with 14-day attribution and 10% holdout pre-wired.
Related: reactivation journey template, win-back offer design.