Rev Marketing Intelligence Weekly Report
May 3–May 9, 2026  ·  May 10–May 12 in progress
⚠️ 3 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
57
↓ -5.0% WoW
↓ -13.3% vs 4w avg (66)
Cost / Prepaid
$786.10
↑ -18.0% WoW
↑ +20.5% vs 4w avg ($652.47)
Brand PPC
Prepaid Subs
11
Cost / Prepaid
$786.10
Non-Brand PPC
Prepaid Subs
1
Cost / Prepaid
$31,890.67
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
361
↑ -4.0% WoW
↑ +20.4% vs 4w avg (300)
Cost / Trial Start
$303.08
↑ +18.6% WoW
↑ +0.5% vs 4w avg ($301.43)
Signals & Trends
  • ↓ -4.0% WoW (376 → 361)
  • Non-Brand PPC led with 39% of volume
  • Cost / Trial Start: ↑ +18.6% ($303.08)

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
16,914
↑ +11.4% WoW
↑ +13.8% vs 4w avg (14,868)
Free Start CVR
43.25%
↑ +22.3% WoW
↑ +19.9% vs 4w avg (36.07%)
Signals & Trends
  • ↑ +11.4% WoW (15,189 → 16,914)
  • Direct led with 66% 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
39,105
↓ -8.9% WoW
↓ -5.3% vs 4w avg (41,288)
Free Start CVR
43.25%
Trial Start CVR
0.92%
Any Start CVR
44.32%
Prepaid CVR
0.15%

5. Trial Upgrades

▶ Chart notes

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

Last Complete Week
Trial Upgrades
36
↓ -72.3% WoW
↓ -66.9% vs 4w avg (109)
Trial Upgrade CVR
9.97%
↓ -71.2% WoW
↓ -72.5% vs 4w avg (36.25%)
Signals & Trends
  • ↓ -72.3% WoW (130 → 36)
  • Direct led with 33% of volume
  • Trial Upgrade CVR: ↓ -71.2% (9.97%)

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
35
↓ -25.5% WoW
↓ -48.9% vs 4w avg (68)
Free Upgrade CVR
0.21%
↓ -33.1% WoW
↓ -55.3% vs 4w avg (0.46%)
Signals & Trends
  • ↓ -25.5% WoW (47 → 35)
  • Direct led with 66% of volume

7. PayGo NPCs

Last Complete Week
PayGo NPCs
89
↓ +2.3% WoW
↓ -15.0% vs 4w avg (105)
Cost / PayGo NPC
$580.73
↑ +0.9% WoW
↑ +32.4% vs 4w avg ($438.70)

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

May 3–May 9, 2026
Prepaids
Total57↓5.0% WoW↓13.3% vs L4W (66)
Website CVR0.15%↑4.3% WoW↓9.1% vs L4W (0.16%)
CPP$786.10↓18.0% WoW↑20.5% vs L4W ($652.47)
•Direct drove the move (-28 WoW, 55% of prepaids)
•CVR ↑4.3% WoW (0.14% → 0.15%); Direct users ↓75.4% — CVR improvement offset volume loss
Trials
Total361↓4.0% WoW↑20.4% vs L4W (300)
Website CVR0.92%↑5.4% WoW↑27.1% vs L4W (0.73%)
CPT$303.08↑18.6% WoW↑0.5% vs L4W ($301.43)
Upgrade rate—— WoW— vs L4W (29.57%)
•Non-Brand PPC drove the move (-122 WoW, 30% of trial starts)
•CVR ↑5.4% WoW (0.88% → 0.92%); Non-Brand PPC users ↓86.2% — CVR improvement offset volume loss
Free plans
Total16,914↑11.4% WoW↑13.8% vs L4W (14,868)
Website CVR43.25%↑22.3% WoW↑19.9% vs L4W (36.07%)
Upgrade rate—— WoW— vs L4W (0.38%)
•Paid Social drove the move (+1 WoW, 0% of free starts)
•CVR ↑22.3% WoW (35.37% → 43.25%); Paid Social users ↓61.6% — CVR improvement offset volume loss
Web new users
Total39,105↓8.9% WoW↓5.3% vs L4W (41,288)
Direct6,152↓75.4% WoW↓77.1% vs L4W (26,828)
Organic Search1,613↓76.0% WoW↓76.1% vs L4W (6,743)
Referral510↓75.6% WoW↓75.1% vs L4W (2,051)

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
39,105
↓ -8.9% WoW
↓ -5.3% vs 4w avg (41,288)
Free Start CVR
43.25%
Trial Start CVR
0.92%
Any Start CVR
44.32%
Prepaid CVR
0.15%
Generated Tue May 12, 2026 at 8:44 AM