What 'Lapsed' Means in CRM and Why Advertisers Define It Differently
· 2h ago · Originally reported by PPC Land
A glossary-style explainer defining 'lapsed' as a CRM status for customers whose last purchase falls outside a business-specific time window. The article notes that the cutoff varies across companies, ad platforms, and regulators.
Why it matters
Knowing when a customer is considered lapsed affects retargeting spend, audience suppression, and compliance with data-retention rules, so the definition directly shapes ad budgets and legal exposure.
Explain it like I’m new here
It's like a library card that expires — different libraries set different rules for when you stop being an 'active' member, and those rules decide whether you still get reminders or special offers.
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