Cost per Reactivated Trader KPI Worksheet

What counts as a reactivated trader

Pick one event and keep it for the whole campaign: a deposit above a minimum amount, a closed trade, or both. Counting logins inflates the figure and makes the cost look better than it is.

Event: __________ Min deposit: $____

Attribution window after the call

How many days after the last call attempt a deposit or trade still counts. Whatever you pick, keep it fixed so week 1 and week 4 are comparable.

____ days

Campaign period this worksheet covers

One campaign, one period. Mixing a March pilot with an always-on May campaign in a single number hides which one worked.

From ____/____ to ____/____

Which costs are in scope

Tick what you'll include: AI calling minutes, human follow-up time, list preparation, offer or incentive cost, platform fees. Write the list here so finance and ops report the same number.

In scope: ____________________

Data source for reactivations

Name the report you'll pull from: the MT4/MT5 manager, the CRM deposit object or the payment provider export. The calling platform's own success flag isn't the source; deposits and trades are.

Source: __________ Pulled by: __________

AI calling minutes

Total billed minutes across every attempt, including short unanswered ones if your platform bills them. Topcalls bills $0.35 per minute all-inclusive, so this line is minutes times 0.35 with no telephony, transcription or seat add-ons to add back.

____ min x $0.35 = $____

Human follow-up time

Hours account managers and onboarding staff spent on callbacks, KYC help and deposit assistance the campaign generated, times a loaded hourly rate. Estimate from CRM task time if you don't track it directly.

____ hours x $____/hr = $____

List preparation and data work

Time spent exporting the dormant book, running suppression and formatting the upload, plus any number-validation or data-cleaning fees.

$____

Offer or incentive cost, if any

Only where an offer applies and is permitted for the trader's jurisdiction; several regulators restrict trading incentives for retail clients, so confirm with your compliance officer before budgeting one. Count only offers actually redeemed.

____ redeemed x $____ = $____

Platform and other costs allocated to this campaign

CRM automation seats, SMS for deposit links, a QA reviewer's time. Allocate the share this campaign used, not the whole invoice.

$____

Total campaign cost

Sum of the five lines above. Write the call-only figure next to it; you'll use it in section 4.

Total $____ (call-only $____)

Accounts dialed after suppression

Unique accounts, not attempts. The pre-suppression count is what makes forecasts look better than they turn out.

____ accounts

Connected calls

Answered by a person. Voicemail pickups don't count.

____ calls

Conversations

Connected calls that ran past your minimum length, typically 30 seconds, or reached the agent's first question.

____ calls

Reactivated traders

Counted against the definition and window in section 1, from the deposit or trade source. Not from the call outcome code.

____ traders

Total redeposits from reactivated traders

Sum of deposits inside the attribution window. Net of withdrawals in the same window if finance reports it that way; note which you used.

$____ (gross / net)

Which version goes in the board report

Report the loaded number. Keep the call-only number for comparing calling vendors and channels, where human time doesn't change.

Reported: loaded / call-only

Currency and rounding

Convert everything to one currency at the period's average rate and round to whole units. Write the rate down so next month's figure is comparable.

Currency: ____ Rate used: ____

Order check

Cost per reactivated trader should be higher than cost per conversation, which should be higher than cost per connect. If the order is wrong, an input is wrong.

Checked by: __________

Minutes per reactivated trader

Calling minutes / reactivated traders. In the example, 4,000 / 60 is about 67 minutes. This is the number to watch when you tune retries and call length.

____ min

Human time as a share of total cost

Human follow-up / total cost. In the example, $750 / $2,400 is about 31%. If it climbs past half, the handoff process is the cost driver, not the calls.

____ %

Largest cost line in your campaign

Name it. That's where the next change goes, whether it's fewer retries, a shorter script or a faster callback process.

Line: __________ $____

Net revenue per reactivated trader over the value window

Spread and commission revenue the brokerage keeps from a reactivated account over the window finance uses, minus payment and platform costs per account. Take it from finance, not from a guess.

$____ over ____ days

Share of reactivated traders still active at the end of the window

Some traders redeposit once and go quiet again. Apply the share that keeps trading to the revenue line above.

____ %

Expected value per reactivated trader

Net revenue per trader x share still active.

$____

Maximum acceptable cost per reactivated trader

Expected value divided by the value-to-cost ratio you require. At a 3:1 target, the ceiling is a third of expected value.

$____ (target ratio ____ : 1)

Your result against the ceiling

Loaded cost per reactivated trader from section 4, divided by the ceiling. Under 1 means the campaign clears your target ratio.

____ (under / over)

Segment with the lowest cost per reactivated trader

This is the segment to scale first in the next run.

Segment: __________ $____

Segments over the ceiling in section 6

Pause it, change the opening line or offer, or drop it from the next run. Write the decision as well as the number.

Segment: __________ Decision: __________

Cost by language or country, if the list spans several

Same table, cut by the language column in your list. Connect rates and call lengths differ enough between markets to move the KPI.

Highest: __________ Lowest: __________

Continue threshold

The loaded cost per reactivated trader below which the campaign keeps running unchanged.

Continue below $____

Adjust band

Between continue and stop: change retries, call windows, the opening line or the segment mix, then re-measure after a fixed number of calls.

Adjust between $____ and $____

Stop line

Above this, the campaign pauses without a meeting. Name the person who can pause it.

Stop above $____ Can pause: ________

Reporting cadence and owner

Before the first cohort's attribution window closes, report connects and conversations only, since reactivations lag the calls. After that, weekly is enough.

Cadence: ________ Owner: ________

Finance and compliance sign-off

Finance confirms the cost lines and the value figure in section 6. Compliance confirms any offer cost line is permitted for the segments and countries called; confirm with counsel where you're unsure.

Finance: ________ Compliance: ________