Measuring Reactivated Customers in Triple Whale SQL

By default, in Triple Whale purchases as either “new” or “returning”, but not all “returning” customers are equal. There’s a big difference between someone who just purchased last month, and someone who hasn’t ordered in 6+ months and was reactivated by paid media.
Many brands fall into the trap of thinking only net-new customers bring value. But in reality, reactivated customers, especially those who had long since disengaged, represent incremental profit that wouldn't have occurred without advertising.
If you’re on the Professional plan, you have access to the SQL Editor, which allows you to dig deeper into reactivation performance.
In this guide, we’ll show you how to:
  • Identify reactivated customers based on time since their last order (e.g., 90, 180, or 365 days).
  • Calculate how NC ROAS and NC % change when including those reactivated customers.
  • Export the results for further analysis or reporting.
Paste one of the queries below based on your definition of reactivated customers:
  •  90D+ since last purchase (Triple Attribution, 7-day)⁠ 
  •  180D+ since last purchase (Triple Attribution, 7-day)⁠ 
  •  365D+ since last purchase (Triple Attribution, 7-day)⁠ 
Step-by-Step Instructions
    Open the SQL Editor
From your Triple Whale dashboard:
  • Click More on the left-hand menu
  • Select SQL
    Paste and Run the Query
Once inside the SQL editor:
  • Paste the full query below
  • Click Run
Before running, review the attribution model and window info at the bottom of this page to ensure consistency with your preferred setup.
    Export the Results
Once the data loads:
  • Click the three-dot menu in the top right corner of the table
  • Select Export > CSV
Output Breakdown
Your query output will include:
  • % of Total Customers Reactivated based on your definition of reactivated customers
  • Adjusted NC ROAS and NC %, showing the lift from including reactivated customers
  • Daily performance breakdown by campaign and spend

Important Notes

Attribution Window
This query uses a default attribution window of '7_days'.
If you prefer a different window, replace all instances of '7_days' with one of the following:
  • '1_day'
  • '14_days'
  • '28_days'
  • 'lifetime'
Attribution Model
This query uses 'Triple Attribution' as the default attribution model.
You can replace it with any of the following if needed:
  • 'Last Click'
  • 'First Click'
  • 'Linear All'
  • 'Linear Paid'
  • 'Total Impact'
You're All Set!
Use this analysis to better understand how many customers are reactivating through your campaigns — and how that impacts your new customer performance metrics.