A subscription app · B2C · Marcus Burke client
Compare cost per trial with trial-to-paid rate for each age group
Ages 25-34 cost the most; older users looked under-served
Unknownanalytics-attributionpaid-socialonboarding
What they did
Chart spend share across the six core placements (Facebook/Instagram feed, Reels, Stories) over time, and spend and cost per target by age bucket. Ask age in onboarding so you can compute trial->paid per age group from product analytics. Young traffic gives cheap trials but converts worst; older buckets cost more per trial but convert better, so a cheap-looking trial CPA can be the worst investment.
What happened
In the example account 25-34 was the most expensive bucket; he questioned under-indexing older users.
“So like what's your trial to paid version based on each age bucket? You should be requesting that in onboarding”
“on younger age groups, trial start rate is high, they're cheap. So you're acquiring them at very low cost per trial, but then their trial conversion is actually the lowest”
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