Send an offer to people who turn off auto-renew

Sara Grana… group actually is performing better than the test group because they are renew more." So one of them is like this not looking even the time. Sometimes it's fine to roll out, it's fine, you have a win, you roll, but then look back. And then the second one is within the same moment in time, the same snippet in time, but not looking at the right metrics. There's sometimes that we forget to look at some metrics. I give a really clear example.

Sara GranaSometimes with a win-back campaign or people that cancel the auto-renewal, okay, when they do that, we're going to send an offer, right? Okay, they cancel it to renew, we send an offer because then maybe we get them back. Okay, great, we do this. Great, amazing numbers. Okay, you look a bit more deep and you realize, oh, a lot of people are cancel, putting their auto-renewal off right at the beginning, and what they are doing is they're asking for a refund and then they're getting the offer. So you are actually net negative. So I think that's also something that tends to happen, especially with refunds and chargebacks and because people tend to forget about those, they never happen. And yeah, you might be, even without waiting in time, you might be messing up with your system. So you really need to understand your whole set of metrics and how do they all work together? Because most of the cases, something goes up and something goes down and you need to make sure you know what is going on.

David BarnardI hear this all the time with price testing where you double the price and you exactly match the revenue. So conversion cuts in half. Sometimes you'll get that win where you double the price and you do get a 25% lift in average revenue per user or something like that. But you always got to be looking for those downstream things. Like you said, one thing goes up, another goes down. When you look at the entire lifecycle of a subscriber, any one …