URL: /revenue/reactivated-arr · Id: `page:/revenue/reactivated-arr`

# Won back: what moves it

> Won back is the ARR from former Customers who pay again after a window with no revenue.

Won back is the ARR from former [Customers](https://startupbuilder.dev/business/nouns/customer) paying again after a window with no revenue. A re-opened [Lead](https://startupbuilder.dev/business/nouns/lead) counts on [Deals](https://startupbuilder.dev/business/nouns/deal) and trials opened instead.

## The number

```text title="Won back · Ask"
What moved won back this week, and which Play moved it?
```

```ts title="Won back · SDK"
import { $ } from 'startup-builder'

const { total } = await $.Customer.list({ where: 'status = "wonBack"', total: true })   // former Customers earning again
return await $.Metric.query({ metric: 'reactivated-arr', shape: 'trend', breakdown: 'play', window: '7d' })   // by the Play credited · Not live yet, gaps #4
```

```json title="Won back · Response · sample"
{
  "metric": {
    "$id": "https://api.sb/leaseline.app/metrics/reactivated-arr",
    "$type": "Metric",
    "name": "Reactivated ARR"
  },
  "week": "2026-10-19",
  "value": 0,
  "rows": []
}
```

`$0 ARR won back · ■■■■ Clear · n 0 · path → net-new-arr → arr`

`$.Metric.query({ metric: 'reactivated-arr', shape: 'trend', breakdown: 'play', window: '7d' })` · sample

Nothing moved it in the window: `$0 ARR`.

`reactivated-arr` is this site’s proposal to the hub (Not live yet, [gaps #4](/code/reference#not-live-yet)), so the figure above is a sample until the hub holds it.

## Owner
| Accountable | From |
| --- | --- |
| [`customer-lead`](https://startupbuilder.dev/agents/customer/customer-lead) · Customer Lead | the filed bridge item, word for word |

## Worked by
| Title | Its queue |
| --- | --- |
| [Head of customers](/capabilities/how-your-agents-act#head-of-customers) | <Op verb="Task.next" /> on the Head of customers’s queue |

## Moved here by
| How | Where |
| --- | --- |
| Play | [Next order due](/plays/next-outcome) · Tells a Customer the day their last order makes the next one due, with the live price and a one-click order. |
| Play | [Objection watch](/plays/objection-watch) · Records why each Customer or Deal said no, holds them from other outreach, and sends one Message, with proof, once the reason stops being true. |
| Page | [More seats and upgrades](/revenue/upgrades-and-seats) |
| Page | [What they tell you](/revenue/what-they-tell-you) |
| Title | [Head of customers](/capabilities/how-your-agents-act#head-of-customers) |

## The leaves
| Under it | Moved by |
| --- | --- |
| `next-outcome-acceptance` | [Next order due](/plays/next-outcome) |
| `objection-dollars-closed` | [Objection watch](/plays/objection-watch) |