Voyantis · B2B · ad signal optimization service
Send your conversion signal within a day, waiting a few hours to see early use
Voyantis showed timing matters; guest says signals after 24 hours are nearly useless
Workedanalytics-attributionpaid-social
What they did
Optimize toward something that happens on day one, not a 7- or 14-day outcome (shortening the trial to 3 days doesn't solve this). Optionally hold the event back 1-2 hours and fire it only for trial starters who show engagement, e.g. three meditations/workouts within 2 hours. Don't wait too long.
What happened
Voyantis proved to the guest that send timing makes a difference; guest holds that anything after 24 hours is nearly useless.
“You could perfectly prevent the event from being fired, wait for for 1 or 2 hours, notice that, "Oh, these users this group of users have done three activities, three meditations, three workouts, three whatever, within 2 hours, and this group has not, and I'm only going to fire those ones and not the others."”
“So, one of the low-hanging fruit here is don't optimize for your 7-day or 14-day, whatever, is optimized something for for day one.”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from this episode
- Check that Meta and Google receive the same event counts as your own analyticsGaps of 30-50% are common; fix anything above 10% before touching ads
- Send trial starts, direct purchases, trial conversions and renewals as separate eventsDefault SDK mapping often lumps them all into one event; guest says fix it first
- Send ad networks only the trials likely to pay, as their own eventGuest's go-to first step when paid trial quality lags; no numbers given
- Tell Meta to value some users more or less instead of excluding themKeeps cheap under-25 reach instead of cutting it; no numbers given
- Report each user's expected value at month 13, not what they paid on day oneGuest's main advanced lever; no numbers given
- Look up each conversion's value from a server so you can change it without a releaseAvoids app releases for every price or currency change; says it makes a big difference
- Keep at least 10 conversion events per campaign per day before filteringUnder ~10/day optimization breaks; well above it, fewer better events win
- Report low-value users as worth less and high-value users as worth morePushes delivery toward top users but hides true ROAS; has backfired when overdone
- Send every event to every ad network, then pick a different signal for each
- Compare the value you report with real revenue by country, not just in total
- Send Google only the trials that look likely to payGoogle trials converted at ~15% vs ~40% elsewhere; the fix moved the needle
- Count a business user's yearly plan as worth 5 weekly consumer plansWorked at first; went stale after 18 months of price changes and needed fixing
- Change which events you send to ad networks, even as a young appBig uplift per the guest; details saved for a blog post
- Put all spend behind one channel and one optimization signalGrew from 0 to eight figures in two years, then had no fallback when it broke
- Voyantis: Let a signal specialist filter and send your ad events, and test itOne of two tests looks good, the other doesn't; not conclusive
- Tell ad networks which users reported high anxiety, since they pay far more
- Treat users who rush a 30-screen onboarding in under a minute as low valueHeld for one app; another app found its fastest finishers were its best users
- Change what you report as user value when cash matters more than long-term LTV
- Sell $5-10 top-up credits on top of subscription tiers
- Send buyers to web checkout once the store fee jumps from 15% to 30%Works for them, per the guest; no numbers
- Report a $1 value for non-payers who look likely to stick around
- Report your biggest spenders as mid-value so Meta doesn't stop early