FitMeal, a subscription meal-planning app, ran a 4-week paid marketing campaign across Meta, Google Search, and influencer partnerships to drive new paid subscribers. Marketing spend increased from $120,000 in the prior month to $210,000 during the campaign, and leadership wants to know whether the campaign was actually effective or just generated more low-quality traffic.
During the campaign month, impressions were 18.4M, clicks were 412,000, landing page visits were 356,000, account sign-ups were 42,700, free trials started were 12,900, and paid subscriptions within 14 days were 4,180. The prior month had 11.2M impressions, 255,000 clicks, 221,000 landing page visits, 31,500 sign-ups, 11,400 free trials, and 4,050 paid subscriptions on lower spend. Blended CAC rose from $29.60 to $50.24, while Day-30 retention for campaign-acquired users is projected at 61% versus 72% for the previous month. The CMO asks whether the campaign improved business outcomes, which channels performed best, and whether to scale, cut, or redesign the campaign.
ad_spend_daily: date, channel, campaign_id, ad_set_id, spend, impressions, clickslanding_page_sessions: session_id, user_id, timestamp, source, device_type, country, bounce_flagsignup_events: user_id, signup_time, campaign_id, source_channeltrial_events: user_id, trial_start_time, trial_plan, trial_to_paid_flagsubscription_events: user_id, subscription_start_time, plan_type, revenue_amount, refund_flagretention_cohorts: user_id, acquisition_channel, day_7_active, day_30_active