Mojo · B2C · social video editing app
Match each week's ad spend to that week's trials, by country and platform
Unknownanalytics-attribution
What they did
Split everything by country and by platform (iOS/Android). Day to day, attribute trial starts to the same week's ad spend. For longer-term budget allocation, use blended cohorts: users acquired by a period's spend, per country and platform. RevenueCat is one source of new-user data. Planned next: a hybrid rule that re-counts users inactive for about 30 days as new, since heavy spend re-acquires past users.
- Stage
- Scale (scaling)
In their words
Sub Club by RevenueCat · Growing to $1M MRR with Paywall and Pricing Experiments — Francescu Santoni, Mojo“You split by country, you split by platform also, of course iOS and Android.”
“On the day-to-day it's more like, let's say we attribute the subscription by the date of ad spend. Let's say trial start with the ad spend of that week. But on the longer run we do that cohort based.”
“But you could have, let's say that a user is inactive for a certain amount of time, let's say 30 days. Then you count back to the new period.”
Related topics
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More from Mojo
All 22 Mojo tactics- Show only the yearly plan first; tuck monthly behind a 'view all plans' buttonYearly plan uptake up ~15-20 points; one of three tests behind a 60% ARPU lift
- Show the yearly plan as about $10 a month next to the $25 monthly planNew revenue +10% in the US and +30-40% in Brazil and Mexico
- Use a long scrolling paywall with reviews and a free vs pro comparison in JapanNew revenue +20% in Japan; failed in the US, where a clean video paywall won
- Show free users a paywall when they open the app, at most once a week~15% of new revenue from existing users; no complaints in reviews or support
- Keep a generous free tier, then show free users a paywall at launch once a weekAbout half of conversions come after day 0 vs ~15-20% industry-wide
- Check 7-day cancellations before keeping a higher price that won on early revenueRejected a winning higher price after a yearlong model showed lost long-term revenue
More from this episode
- Mojo: Ship a rough first version in 2 months and charge from day one30 free trials on launch day, against a goal of one
- Mojo: Show the paywall at the end of onboarding, before people try the appStill brings in most free trials today
- Mojo: Give one person all paywall tests; test big changes first, then small onesMany experiments run by one person; founder credits it for monetization gains
- Mojo: Raise prices above other video apps to aim at small businessesRevenue per user up about 50%; lighter users churn more
- Mojo: Double the price in Turkey to keep up with inflationTested and rolled out; founder says the effect was positive, no numbers
- Mojo: Make a new kind of Instagram story people ask about, so users spread the appGrew to several hundred thousand dollars a month with $0 on ads
- Mojo: Pay influencers in new countries to post about the app on their accountsUnprofitable at first; Brazil took off weeks later and is now a top 3-5 country
- Mojo: Push yearly plans so ad spend pays back in about 30 daysSkips LTV prediction entirely; no results reported
- Mojo: Put off email and push campaigns while they would add little growthReached $1M+ monthly revenue without CRM; expected gain was single digits