Rev Marketing Intelligence Weekly Report
Apr 26–May 2, 2026  ·  May 3–May 7 in progress
⚠️ 2 Negative Weekly Anomalies vs 4-Week Avg

1. Prepaid Subs

▶ Chart notes

Bars = prepaid signups stacked by channel · Line = Brand PPC spend ÷ Brand PPC prepaid · Click legend to toggle / Alt+click to solo

Last Complete Week
Prepaid Subs
59
↓ +18.0% WoW
↓ -13.9% vs 4w avg (68)
Cost / Prepaid
$958.32
↑ +23.4% WoW
↑ +95.7% vs 4w avg ($489.59)
Brand PPC
Prepaid Subs
8
Cost / Prepaid
$958.32
Non-Brand PPC
Prepaid Subs
3
Cost / Prepaid
$10,833.68
Meta
Prepaid Subs
—
Cost / Prepaid
—

2. 7d Trial Starts

▶ Chart notes

Bars = trial starts stacked by channel · Line = NB PPC + Paid Social spend ÷ paid trial starts

Last Complete Week
7d Trial Starts
359
↑ +9.8% WoW
↑ +48.2% vs 4w avg (242)
Cost / Trial Start
$260.20
↓ -2.0% WoW
↓ -24.8% vs 4w avg ($345.92)
Signals & Trends
  • ↑ +9.8% WoW (327 → 359)
  • Non-Brand PPC led with 45% of volume
  • Cost / Trial Start: ↓ -2.0% ($260.20)

3. Free Starts

▶ Chart notes

Bars = free starts stacked by channel · Line = free starts ÷ GA4 new users (excl. /transcripts/, all channels)

Last Complete Week
Free Starts
15,174
↑ -0.2% WoW
↑ +4.2% vs 4w avg (14,560)
Free Start CVR
35.34%
↓ -2.2% WoW
↓ -3.2% vs 4w avg (36.51%)
Signals & Trends
  • ↓ -0.2% WoW (15,209 → 15,174)
  • Direct led with 67% of volume

4. New Users & Conversion Rates

▶ Chart notes

Bars = GA4 new users (all channels combined, excl. /transcripts/) · Lines = Free Start CVR, Trial Start CVR, Prepaid CVR · ⚠ Apr 8 anomaly adjusted: 71,190 Direct users reduced to 3,614 (avg of surrounding days). Conversions were flat that day (CVR 3.1% vs ~25% baseline) — consistent with a large email send without UTM params. Adjusted week total: 47,147 vs. raw 114,723. ⚠ Apr 22 anomaly adjusted: 63,386 Direct users reduced to 4,572 (avg of Mar 25, Apr 1, Apr 15 Wednesdays).

Last Complete Week
Web New Users
42,943
↑ +2.0% WoW
↑ +7.5% vs 4w avg (39,941)
Free Start CVR
35.34%
Trial Start CVR
0.84%
Any Start CVR
36.31%
Prepaid CVR
0.14%

5. Trial Upgrades

▶ Chart notes

⚠ Cohort lag: upgrade CVR for recent weeks will be understated as trials mature

Last Complete Week
Trial Upgrades
101
↑ -22.3% WoW
↑ +10.1% vs 4w avg (92)
Trial Upgrade CVR
28.13%
↓ -29.2% WoW
↓ -26.5% vs 4w avg (38.29%)
Signals & Trends
  • ↓ -22.3% WoW (130 → 101)
  • Direct led with 51% of volume
  • Trial Upgrade CVR: ↓ -29.2% (28.13%)

6. Free Upgrades

▶ Chart notes

Bars = free upgrades stacked by channel · Line = free upgrades ÷ free starts (all channels) · ⚠ Verify data source: spike weeks may indicate a column mismatch (free starts vs free upgrades)

Last Complete Week
Free Upgrades
43
↓ -29.5% WoW
↓ -38.1% vs 4w avg (70)
Free Upgrade CVR
0.28%
↓ -29.3% WoW
↓ -40.8% vs 4w avg (0.48%)
Signals & Trends
  • ↓ -29.5% WoW (61 → 43)
  • Direct led with 70% of volume

7. PayGo NPCs

Last Complete Week
PayGo NPCs
87
↓ -14.7% WoW
↓ -19.1% vs 4w avg (108)
Cost / PayGo NPC
$575.62
↑ +40.7% WoW
↑ +57.8% vs 4w avg ($364.77)

8. Cohort New Subs & CAC

▶ Chart notes

Bars = new subs cohorted to originating week: Prepaid signups + Trial upgrades (trial start date) + Free upgrades (free start date) · Current week bar: actual spend ÷ (projected upgrades via settled CVR + actual prepaid) · Blended CAC = (Google SaaS + YouTube + Meta SaaS spend) ÷ all new subs · Paid CAC = (Google SaaS excl. YouTube + Meta SaaS spend) ÷ paid-attributed subs

9. Brand PPC Cohort Subs & CAC

▶ 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

10. Non-Brand PPC Cohort Subs & CAC

▶ 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

10b. NB PPC Paid SaaS Trial Funnel

▶ 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

11. Meta Cohort Subs & CAC

▶ 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

Last Week Recap

Apr 26–May 2, 2026
Prepaids
Total59↑18.0% WoW↓13.9% vs L4W (68)
Website CVR0.14%↑15.7% WoW↓20.6% vs L4W (0.17%)
CPP$958.32↑23.4% WoW↑95.7% vs L4W ($489.59)
•Email drove the move (+1 WoW, 2% of prepaids)
•CVR ↑15.7% WoW (0.12% → 0.14%); both CVR and users up for Email
Trials
Total359↑9.8% WoW↑48.2% vs L4W (242)
Website CVR0.84%↑7.7% WoW↑37.5% vs L4W (0.61%)
CPT$260.20↓2.0% WoW↓24.8% vs L4W ($345.92)
Upgrade rate—— WoW— vs L4W (34.35%)
•Organic Search drove the move (+11 WoW, 15% of trial starts)
•CVR ↑7.7% WoW (0.78% → 0.84%); Organic Search users ↓29.6% — CVR improvement offset volume loss
Free plans
Total15,174↓0.2% WoW↑4.2% vs L4W (14,560)
Website CVR35.34%↓2.2% WoW↓3.2% vs L4W (36.51%)
Upgrade rate—— WoW— vs L4W (0.44%)
•Direct drove the move (-1,956 WoW, 66% of free starts)
•CVR ↓2.2% WoW (36.11% → 35.34%)
Web new users
Total42,943↑2.0% WoW↑7.5% vs L4W (39,941)
Direct18,443↓33.4% WoW↓30.4% vs L4W (26,482)
Organic Search5,093↓29.6% WoW↓19.3% vs L4W (6,309)
Brand PPC932↓46.3% WoW↓51.2% vs L4W (1,909)
Non-Brand PPC2,025↓38.7% WoW↓26.3% vs L4W (2,749)
Referral1,535↓6.8% WoW↓19.0% vs L4W (1,896)
Other595↑1.2% WoW↑44.9% vs L4W (411)

Appendix

A1. New Users by Channel & CVR

▶ Chart notes

Bars = GA4 new users stacked by channel (excl. /transcripts/) · Lines = Free Start CVR, Trial Start CVR, Prepaid CVR · ⚠ Apr 8 anomaly adjusted: 71,190 Direct users reduced to 3,614 (avg of surrounding days). ⚠ Apr 22 anomaly adjusted: 63,386 Direct users reduced to 4,572 (avg of Mar 25, Apr 1, Apr 15 Wednesdays).

Last Complete Week
Web New Users
42,943
↑ +2.0% WoW
↑ +7.5% vs 4w avg (39,941)
Free Start CVR
35.34%
Trial Start CVR
0.84%
Any Start CVR
36.31%
Prepaid CVR
0.14%
Generated Fri May 8, 2026 at 12:05 PM