A subscription app · B2C · Alper's client
Tell Meta a trial start is a trial, not a purchase
Cost per trial down ~35% with the same ads and campaigns
Workedpaid-socialanalytics-attribution
What they did
The app mapped its trial start to Meta's Purchase event and had CAC near LTV. Optimizing for Purchase pits a $10-15 trial against e-commerce advertisers willing to pay ~$200 per purchase, so you get outbid for high-intent users. Fix: create a duplicate trial-start event in the MMP firing at the same place, map it to a trial (or subscribe) event, let it build 1-2 weeks of history in Events Manager, then split-test Purchase vs the new event. Keep the event funnel logical and minimal; don't send every event you can. Only do this if the current setup isn't working.
What happened
Cost per trial down ~35% with the same creatives and campaigns; CPMs also changed.
In their words
Sub Club by RevenueCat · Creative Misfires, False Positives, and Meta's Auction Flaws — Alper Taner, Stealth-Mode App Studio“all we did was mapping their trial event to trial and their cost per purchase/the actual cost per trial went down by, I think, around 35%, only with that change. Same creative, same campaigns, just different event optimization.”
“For example, the trial start, add another trial start event in your MMP, then map that to, let's say to subscribe, then run a split test purchased versus a subscribe to see which event is more resonating.”
Related topics
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