A subscription app · B2C · guest's former employer
Report trial starts to ad platforms only after 12 hours, once early cancellers leave
ROAS went up a step; 25-30% of trials cancel in the first 12 hours
Workedpaid-socialanalytics-attributionpaywall
What they did
For a 7-day free trial that auto-renews into a subscription, analyzed how soon after starting the trial people cancel: 25-30% cancelled within the first 12 hours. Instead of firing trial-started immediately, sent an adjusted trial-started event to Meta after ~12 hours (host: '12 hours and 5 minutes') only for users who hadn't cancelled, so the algorithm finds users more likely to pay. Done around 2023 or earlier; guest says it was an industry first then and is now commonplace.
What happened
A step-function increase in ROAS
“we ran an analysis of uh how soon after the trial do people cancel. So, and we found that almost 25% to 30% cancel within the first 12 hours after uh signing up for the trial”
“just like sending an adjusted trial started event was like a step function up in our in our ROAS”
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