Farm to Table

Ad set / ad	Spend	CPM	Link clicks	Link CTR	Click→Install	Install	Cost/install	Install→Trial	Trials	Cost/trial	Cancels	Pending	% Stayed	Paid	CPA	Projected CPA	Trial→paid (−4d)	CPA≈all	Hook%	Hold%	Budget	Reach	Frequency
EN-T1_iOS_18-65_Broad_AS01_Control (7) Viralyze ACTIVE	$12,327.07	$26.32	13,697	2.9%	30.1%	4,129	$2.99	20.6%	849	$14.52	445	70	47.6%	291	$42.36	$36.09	—	$36.09	13.6%	19.6%	—	309,053	1.52
Control_SF08	$6,139.45	$22.06	7,316	2.6%	27.0%	1,975	$3.11	21.5%	425	$14.45	209	47	50.8%	152	$40.39	$32.97	—	$32.97	0.0%	—	—	200,388	1.39
Ring2_Demo_C5_322	$5,336.08	$30.66	5,665	3.3%	32.6%	1,849	$2.89	18.1%	335	$15.93	182	16	45.7%	115	$46.40	$42.22	—	$42.22	32.3%	17.6%	—	124,610	1.40
Ring3_Testimonial_C9_FoodHaul_322	$851.54	$52.77	716	4.4%	42.6%	305	$2.79	29.2%	89	$9.57	54	7	39.3%	24	$35.48	$29.35	—	$29.35	47.6%	34.6%	—	11,627	1.39
Control_No1RealFood	$0.00	—	0	—	—	0	—	—	0	—	0	0	—	0	—	—	—	—	—	—	—	0	—
Control_SF07	$0.00	—	0	—	—	0	—	—	0	—	0	0	—	0	—	—	—	—	—	—	—	0	—
Ring3_Testimonial_C8_33	$0.00	—	0	—	—	0	—	—	0	—	0	0	—	0	—	—	—	—	—	—	—	0	—
Control_No1RealFood_322	$0.00	—	0	—	—	0	—	—	0	—	0	0	—	0	—	—	—	—	—	—	—	0	—
EN-T1_iOS_18-65_Broad_AS02_Test-Rings (8) Viralyze ACTIVE	$3,208.55	$27.12	3,882	3.3%	25.7%	997	$3.22	20.0%	199	$16.12	111	14	44.2%	67	$47.89	$42.06	—	$42.06	11.0%	22.6%	—	92,113	1.28
Concept11_BreakingNews_322	$1,320.05	$18.57	2,270	3.2%	26.1%	593	$2.23	19.2%	114	$11.58	62	14	45.6%	37	$35.68	$28.45	—	$28.45	0.0%	36.8%	—	61,236	1.16
Ring1_UGC_C3_322	$1,155.95	$48.53	1,005	4.2%	33.7%	339	$3.41	18.3%	62	$18.64	36	0	41.9%	24	$48.16	$48.58	—	$48.58	43.4%	23.9%	—	19,849	1.20
Concept10_ProduceCompare_322	$430.81	$29.51	346	2.4%	11.0%	38	$11.34	44.7%	17	$25.34	9	0	47.1%	5	$86.16	$84.04	—	$84.04	0.1%	36.4%	—	10,810	1.35
Concept5.1_322	$97.83	$38.76	78	3.1%	—	0	—	—	0	—	0	0	—	0	—	—	—	—	32.7%	16.7%	—	2,199	1.15
Concept10.1_MeatEggsCompare_322	$83.45	$31.81	84	3.2%	13.1%	11	$7.59	36.4%	4	$20.86	3	0	25.0%	1	$83.45	$86.28	—	$86.28	0.0%	100.0%	—	2,087	1.26
Concept14_322	$60.44	$33.82	46	2.6%	—	0	—	—	0	—	0	0	—	0	—	—	—	—	48.7%	22.0%	—	1,584	1.13
Concept1_Type_322	$60.02	$32.34	53	2.9%	30.2%	16	$3.75	12.5%	2	$30.01	1	0	50.0%	0	—	—	—	—	53.2%	14.1%	—	1,623	1.14
Concept1_Support_322	$0.00	—	0	—	—	0	—	—	0	—	0	0	—	0	—	—	—	—	—	—	—	0	—
ES-US_iOS_18-65_Broad_AS01_Control (3) Viralyze ACTIVE	$1,739.39	$16.22	3,190	3.0%	37.7%	1,203	$1.45	16.1%	194	$8.97	110	36	43.3%	36	$48.32	$27.28	—	$27.28	21.9%	24.1%	—	80,374	1.33
Concept5.1_ES_322	$1,216.72	$17.96	2,085	3.1%	40.2%	839	$1.45	15.5%	130	$9.36	72	27	44.6%	21	$57.94	$29.20	—	$29.20	34.6%	24.1%	—	45,909	1.48
Concept2.2_ES_322	$419.99	$12.74	911	2.8%	33.7%	307	$1.37	17.6%	54	$7.78	31	9	42.6%	12	$35.00	$21.89	—	$21.89	0.1%	34.5%	—	20,057	1.64
Concept11_ES_322	$102.68	$15.79	194	3.0%	29.4%	57	$1.80	17.5%	10	$10.27	7	0	30.0%	3	$34.23	$35.39	—	$35.39	0.0%	0.0%	—	4,868	1.34
Olympic Rings (4) Agency 02 PAUSED	$769.09	$39.01	452	2.3%	18.1%	82	$9.38	23.2%	19	$40.48	11	2	42.1%	5	$153.82	$113.30	—	$113.30	37.0%	31.5%	—	15,325	1.29
Concept 14	$283.86	$37.73	192	2.5%	21.9%	42	$6.76	31.0%	13	$21.84	8	0	38.5%	4	$70.97	$68.25	—	$68.25	46.8%	19.4%	—	6,552	1.15
Concept 12	$221.05	$39.37	117	2.1%	6.0%	7	$31.58	0.0%	0	—	0	0	—	0	—	—	—	—	67.3%	42.8%	—	4,546	1.23
Concept 2.5	$196.61	$39.28	102	2.0%	24.5%	25	$7.86	16.0%	4	$49.15	2	1	50.0%	1	$196.61	$109.34	—	$109.34	0.0%	—	—	4,050	1.24
Concept 11	$67.57	$42.96	41	2.6%	19.5%	8	$8.45	25.0%	2	$33.78	1	1	50.0%	0	—	$81.33	—	$81.33	0.0%	—	—	1,214	1.30
Olympic Rings (2) Agency 02 PAUSED	$54.61	$38.46	25	1.8%	32.0%	8	$6.83	12.5%	1	$54.61	0	1	100.0%	0	—	$68.94	—	$68.94	44.9%	17.1%	—	1,288	1.10
Concept 14 - Copy	$48.65	$36.47	23	1.7%	30.4%	7	$6.95	14.3%	1	$48.65	0	1	100.0%	0	—	$61.41	—	$61.41	47.8%	17.1%	—	1,243	1.07
Concept 2.5	$5.96	$69.30	2	2.3%	50.0%	1	$5.96	0.0%	0	—	0	0	—	0	—	—	—	—	0.0%	—	—	59	1.46
Concept 2 (1) TecDo PAUSED	$0	—	0	—	—	0	—	—	1	$0.00	1	0	0.0%	0	—	—	—	—	—	—	$70.00	—	—
No1RealFood - Copy	$0.00	—	0	—	—	0	—	—	1	$0.00	1	0	0.0%	0	—	—	—	—	—	—	$70.00	—	—
Concept 2.2 (1) TecDo PAUSED	$0	—	0	—	—	0	—	—	1	$0.00	0	0	100.0%	1	$0.00	$0.00	—	$0.00	—	—	$101.64	295	1.02
Static_Facts_08	$0.00	—	0	—	—	0	—	—	1	$0.00	0	0	100.0%	1	$0.00	$0.00	—	$0.00	—	—	$101.64	221	1.02

Click an ad set to expand its ads.
Last 30 days, by event date. KPI band Subs / Revenue / CPA = cohort view: trials STARTED in the window, everything they have paid to date (renews + grace included, Revenue net of Apple 15%, QA sandbox filtered). v2: per-ad cohorts built from our own Adapty profile-events feed. Pending = trials still running now (window trials minus window cancels and window payments — a 3-day trial does convert inside 30 days). Billing issue = 0 here — it is a >7d lifetime state, not a window metric. Trial→paid (−4d) shows — : payments cannot be linked to their start cohort from daily aggregates. Reach / Frequency = Meta-deduplicated across the window (true window frequency). — Unmapped = clicks where Meta failed to fill {{ad.id}} in the link — real ad traffic, unattributable to an ad.
Projected CPA = spend / ((paid + Σ age-weighted active trials + open Grace × 30%) × 97%); age weights depend on 3d/7d duration. Attributed +30% = one shared unattributed baseline allocated across Main, Agency and Spanish by attributed Projected Revenue; source totals add back to All; Organic uplift ≈ = unattributed Projected Revenue above that baseline, with the same share applied to cohort metrics.

Legend.
Revenue = net of Apple 15%; everything cohorts paid to date (first payments + renewals + grace recoveries), refunds subtracted.
Projected Revenue = actual net revenue received + each pending user’s vendor-product net × its 3d/7d age weight + open Grace net × 30%, then the projected part × non-refund probability.
ROAS = revenue ÷ spend; Projected ROAS = projected revenue ÷ spend.
CPA = spend ÷ paid subs.
Projected CPA = spend ÷ ((paid + Σ age-weighted active trials + open Grace × 30%) × 97%). Active 3d/7d weights change with age; ×97% = minus refunds (3.3% so far).
Attributed +30% takes one shared baseline from the unattributed bucket and allocates it across Main, Agency and Spanish by attributed Projected Revenue; source totals add back to All. Organic uplift ≈ is the remaining unattributed Projected Revenue; its share of the unattributed bucket estimates the other cohort metrics. It is part of the total, not extra revenue.
Trials / Pending / Cancelled — крупное число = все триалы вместе; подпись «3d · 7d» — сплит по длине триала (7d = winback-оффер после закрытия пейвола).
Pending = ни отмены, ни оплаты, первое списание ещё не наступило (по реальной дате окончания 3d/7d/30d-триала).
30d trial = 30-дневный intro-оффер основного пейвола (с 23.09): участвует во всём наравне с 3d/7d, включая Projected CPA; его реальная конверсия откалибруется на первых списаниях ~23-24.10.
Cancelled = auto-renew off в триале.
Stayed = (trials − cancels) ÷ trials.
Grace = billing retry in progress.
Billing dead = no charge, never recovered.

Farm to Table — ads · v2

Ad sets & ads