Rev Marketing Intelligence Cohort New Subs & CAC
May 3 complete  ·  May 10 in progress

1. All Paid Media - LTV/CAC

▶ Chart notes
Bars = new subs cohorted to originating week: Prepaid signups + Trial upgrades (trial start date) + Free upgrades (free start date) · Faded bars = projected using daily upgrade rate (7-day trailing) · Blended CAC = (Google SaaS + YouTube + Meta SaaS spend) ÷ all new subs · Paid CAC = (Google SaaS excl. YouTube + Meta SaaS spend) ÷ paid-attributed subs · Paid Media LTV = estimated lifetime value of paid media acquired customer by month

2. All Paid Media - Trial Inspector

▶ Projection math — May 3
Cutoff: May 12 (latest data) − 8 days = May 4 — days ≤ May 4 use actual conversions; days > May 4 use a fixed reference rate.
Fixed conv. rate window: Apr 28–May 4  →  47 conv / 177 starts = 26.6% (same rate applied to every projected day).

Week of May 3  |  actual starts: 178  |  projected upgrades: 49.9  |  upgrade rate: 26.6%
2 days settled (≤ May 4), 5 projected using 26.6% rate.
DayStartsUpgrades methodConv. rateUpgrades
Sun May 318actual conv.5.0
Mon May 436actual conv.12.0
Tue May 531rate × starts26.6%8.2
Wed May 627rate × starts26.6%7.2
Thu May 732rate × starts26.6%8.5
Fri May 822rate × starts26.6%5.8
Sat May 912rate × starts26.6%3.2

Fixed rate window (Apr 28–May 4) is the last 7-day period where all conversions are fully matured. Using a sliding window for post-cutoff days artificially depresses the rate as it draws in recent starts with no conversions yet.

3. Brand PPC

Chart notes

Bars = Brand PPC SaaS subs cohorted to originating week: Prepaid signups + Trial upgrades (trial start date) + Free upgrades (free start date) · Current week bar shows WTD actuals · Brand PPC CAC = Brand PPC SaaS spend ÷ Brand PPC total new subs · Cost per Prepaid = Brand PPC SaaS spend ÷ Brand PPC prepaid subs

4. NB PPC

Chart notes

Bars = Non-Brand PPC SaaS subs cohorted to originating week: Prepaid signups + Trial upgrades (trial start date) + Free upgrades (free start date) · Current week bar shows WTD actuals · Non-Brand CAC = Non-Brand PPC SaaS spend ÷ Non-Brand PPC total new subs

5. NB PPC - Trial Inspector

Chart notes

Bars = NB PPC SaaS trial starts (indigo) and trial upgrades cohorted to trial start week (purple) · Upgrade Rate = NB PPC trial upgrades ÷ NB PPC trial starts · CPT = NB PPC SaaS spend ÷ NB PPC trial starts · Faded bars = projected using settled NB PPC CVR from reference window

6. Meta

Chart notes

Bars = Meta SaaS subs cohorted to originating week: Prepaid signups + Trial upgrades (trial start date) + Free upgrades (free start date) · Current week bar shows WTD actuals · Meta CAC = Meta SaaS spend ÷ Meta total new subs