First, this is an excellent question. Thank you for asking!

It is worth noting that resurrection like all metrics needs to measured based on defined time scale that is meaningful, which we discuss in more depth here. For example, if you looked at DAU instead of MAU, you would have churn/resurrection to be much higher as a percentage of DAU than at a MAU level. So, the first step is to identify the right time frame and metric to analyze growth accounting in your context. This time frame should be consistent with the expected usage of the product. That is, if we have a monthly usage product and we track the product on a weekly basis (WAU), then we will see that all of the users churn in a week and resurrect back in a month.

In the earliest stages of a company, DAU is roughly equal to new user acquisition as there is negligible churn and no resurrection. After a period of time, new users continue to drive additional growth but churn and resurrection play more important roles. Churn always acts on retained users but resurrection acts on all churned users across the lifetime of the product. These groups can be hugely different for different products at different time frames.

There are numerous factors that affect both churn and resurrection. For example, paid versus organic acquisition can make a huge difference. Ultimately, it is important to be intentional in terms of our chosen timeframe and metric as well as our understanding of the product life cycle and contextual phenomena when assessing resurrection.