Reactivation Campaign Metrics Template

Campaign name, matching the CRM and the calling platform

One label everywhere. If the CRM says 'Q3 dormant' and the dialer says 'Reactivation A', someone will spend an afternoon reconciling exports.

Name: ____________________

Dormant segments in scope and their definition

Write the rule, not the nickname: 'no trade in 90 to 365 days, account open, balance any'. Segment is the first thing you'll cut every metric by.

Segments: ____________________

Accounts in the list after suppression

Count after opt-outs, DNC matches, frozen accounts and excluded jurisdictions are removed. This is the denominator for reach metrics.

____ accounts

Campaign start and end dates

An always-on campaign still needs reporting periods. Pick a start date and a review date so the numbers are comparable week to week.

From ____/____ to ____/____

Baseline: what the same segments did in the 90 days before calling

Pull redeposits, logins and trades for the same accounts with no outreach. Without this, every reactivation gets credited to the campaign, including the ones that would've come back anyway.

Baseline reactivation rate: ____ %

Attribution window after the last call

How many days after a call does a deposit or trade still count as campaign-driven? Pick one window, write it down, and use the same one for every segment.

____ days

Reporting currency and exchange rate rule

Multi-entity brokers book deposits in several currencies. Name the reporting currency and whether you convert at deposit date or at month end.

Currency: ______ Rate rule: __________

1. Connect rate

Share of dial attempts that reached a live person or a voicemail you count as reached. Decide now whether voicemail counts; most teams keep it separate.

Target: ____ % Actual: ____ %

2. Right-party contact rate

Share of answered calls where the person on the line was the trader on the account. A low number usually means old phone data, not a bad agent.

Target: ____ % Actual: ____ %

3. Conversation rate

Share of right-party contacts that turned into a real exchange. Set the talk-time threshold with your team (for example 45 seconds) and keep it fixed for the whole campaign.

Threshold: ____ sec Target: ____ %

4. Speed to first call

Median hours from the moment an account entered the list (or a trigger like a failed deposit fired) to the first dial. For triggered follow-ups, measure in minutes.

Target: ____ hrs Actual: ____ hrs

5. Positive outcome rate

Define the outcome tags before launch: 'will fund', 'wants callback', 'KYC help needed', 'not interested', 'do not call again'. If the agent can choose freely, the number means nothing.

Target: ____ % Actual: ____ %

6. Human handoff rate

Track two numbers: how often the agent hands off, and how often the human actually picks up or keeps the booked slot. A high handoff rate with low acceptance means the desk is the bottleneck, not the calls.

Handoff: ____ % Accepted: ____ %

7. Reactivation rate

Pick the action that counts as 'back' for this campaign: a login, a trade, or a trade above a minimum size. Report it against reached accounts, and separately against the whole list, so both the campaign owner and the CFO get the version they need.

Counts as reactivated: __________ Target: ____ %

8. Redeposit rate and average first redeposit

Share of reached accounts that funded, and the median first deposit size. Median, not mean; one whale hides a campaign that isn't working for everyone else.

Rate: ____ % Median deposit: ______

9. Cost per conversation

Billed minutes times the per-minute rate, divided by conversations over the threshold. Unanswered dials and short calls still cost seconds, so this catches a bad list faster than connect rate alone.

Target: ______ Actual: ______

10. Cost per reactivated trader

Include the humans: account manager time on handoffs, the analyst who built the list, any offer cost. Calling minutes are usually the smallest line.

Target: ______ Actual: ______

11. Recovered deposits per reactivated trader

Deposits are cash, not revenue. Report them because the CEO will ask, but don't call the campaign paid back until metric 12 says so.

Actual: ______

12. Campaign payback multiple

Net revenue the reactivated accounts produced inside the window, divided by everything the campaign cost. Below 1.0 the campaign lost money in the window; decide before launch what multiple justifies running it again.

Continue above: ____ x Actual: ____ x

Opt-out requests per 100 conversations

Count every 'don't call me again', spoken or via any channel, and confirm each one landed in the suppression list within your agreed turnaround.

Stop above: ____ per 100

Complaints received, by type

Split by 'didn't consent', 'wrong person', 'tone or pressure', 'other'. One complaint about pressure is worth more attention than ten wrong numbers.

Stop above: ____ in ____ days

Calls placed to numbers that should have been suppressed

Re-run the DNC and opt-out match against the actual dialed list every week. The target is zero; anything above zero needs a root cause and a note for your compliance officer.

Actual: ____

Calls outside permitted hours for the trader's location

Check against the trader's country of residence, not the phone prefix. Confirm the permitted windows per jurisdiction with your compliance officer or counsel.

Actual: ____

AI disclosure delivered on every conversation

Sample transcripts weekly and confirm the agent identified itself as automated where your jurisdictions require it. Record who reviewed the sample.

Sample size: ____ Reviewed by: ______

Weekly review owner and meeting slot

Owner: __________ Slot: __________

Where the numbers live

One sheet or dashboard, one link. If the calling platform, the CRM and finance each keep their own, the weekly review starts with reconciling instead of deciding.

Link: ____________________

Sign-off on the final report

Three signatures: the campaign owner for the operational numbers, finance for 10 to 12, compliance for the guardrails.

Ops: ______ Finance: ______ Compliance: ______