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Goal: Minimize cost per signup, trial, and activation — see how each paid channel performs and track the trend over time to catch regressions early.

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Cost per Outcome — Evolution (Combined paid)

Cost per Outcome — by Period & Channel

Cost per Outcome — Full Period Summary

Ad Spend — Meta + Google Ads

Channel Split — Ad Spend Share

Signups per Period — by Source

META Campaigns

GOOGLE ADS Campaigns

Attribution: Meta = 7d click + 1d view  ·  Google Ads = last click  ·  Signups/Funnel = Metabase (facebook utm → Meta; google utm or _gcl_aw → Google Ads; youtube/trustpilot/etc utm → shown by name; no utm → Organic)

Goal: Find leaking buckets — which steps lose the most users, and does the drop vary by acquisition channel or device? Fix the highest-drop steps first.

Funnel Overview — cumulative drop-off, unique by email

Source
Device

Leaking Buckets by Channel — where does each source drop off?

Leaking Buckets by Device — parsed from user agent

Channel Breakdown Table

Trial Behaviour — 14-day window

Goal: Track revenue health and retention — use MRR, ARPU, and LTV to set acquisition spend targets and evaluate channel ROI.

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Paying Customers

Churn — subscription_status ≠ active, newest first