FitPulse is a subscription fitness app that spends heavily on paid acquisition across Meta, Google, influencer partnerships, and email reactivation. In the last month, marketing spend increased from $800K to $1.0M, installs grew from 120K to 150K, but paid subscription revenue only increased from $540K to $555K.
The CMO wants a structured analysis to determine whether marketing is attracting low-quality traffic, whether onboarding is underperforming, or whether retention is weakening. Current topline metrics are: click-through rate fell from 2.8% to 2.4%, install-to-signup conversion fell from 62% to 55%, signup-to-trial start improved from 40% to 44%, trial-to-paid conversion fell from 32% to 25%, and 30-day retention for newly acquired users dropped from 28% to 22%. CAC increased from $44 to $61, while estimated 90-day LTV declined from $96 to $78.
ad_campaign_performance: date, channel, campaign_id, impressions, clicks, spend, installsapp_signup_funnel: user_id, install_date, signup_date, trial_start_date, paid_date, acquisition_channeluser_activity_daily: user_id, activity_date, workouts_completed, session_count, minutes_activesubscription_events: user_id, plan_type, renewal_date, cancellation_date, revenue_amountuser_profile: user_id, country, device_type, signup_cohort, acquisition_channel