In-AppWeb
OverviewLibrary

Farm to Table — ads · v2

Meta + Adapty · Main
AllMainAgencySpanish
Spend
$3,787.41
CPM $20.09 · Link CTR 2.78%
Attributed Meta ads only
Attributed +30% shared baseline allocation: 30% of projected revenue
Revenue
Actual
$1,733.56
Projected
$3,819.99
Revenue
Estimated
≈$2,232.15
Projected
≈$4,965.98
ROAS
Actual
46%
Projected
101%
ROAS
Actual
59%
Projected
131%
Installs
Total
1,394
Click→install
26.6%
Cost/install
$2.72
Installs
Total
≈1,973
Click→install
37.7%
Cost/install
$1.92
Trials
Total
287
Install→trial
20.6%
Cost/trial
$13.20
3d
236
7d
51
Trials
Total
≈369.9
Install→trial
18.7%
Cost/trial
$10.24
3d
≈301.7
7d
≈68.2
Stayed
Actual
48.8%
Projected
38.7%
3d
48.3%
7d
51.0%
Stayed
Actual
49.6%
Projected
39.3%
3d
49.2%
7d
51.2%
CPA
Actual
$74.26
Projected
$34.11
CPA
Actual
$57.68
Projected
$26.04
Subs
Actual
51
Projected
111.0
Grace
7
Billing dead
0
Subs
Estimated
≈66
Projected
≈145.4
Grace
≈10
Billing dead
≈0

Ad sets & ads

Period
TodayYesterdayToday + yesterdayLast 7 daysLast 30 daysAll time
закрытоещё созревает
Organicsplitlegacy all
Ad set / adSpendCPMLink clicksLink CTRClick→InstallInstallCost/installInstall→TrialTrialsCost/trialCancelsPendingBilling issue% StayedPaidCPAProjected CPATrial→paid (−4d)CPA≈allHook%Hold%BudgetReachFrequency
EN-T1_iOS_18-65_Broad_AS01_Control (7) Viralyze ACTIVE$2,755.40$20.523,5302.6%27.0%953$2.8921.2%202$13.649968051.0%28$98.41$35.15—$35.158.6%19.7%—111,8121.20
Control_SF08$1,946.57$19.442,5592.6%25.4%649$3.0020.3%132$14.756245053.0%21$92.69$35.60—$35.600.0%——87,2481.15
Ring2_Demo_C5_322$581.31$19.787932.7%28.5%226$2.5720.8%47$12.372316051.1%6$96.88$33.17—$33.1731.7%16.4%—25,5301.15
Ring3_Testimonial_C9_FoodHaul_322$227.52$48.101783.8%43.8%78$2.9229.5%23$9.89147039.1%1$227.52$36.69—$36.6947.0%33.8%—4,0321.17
Control_No1RealFood$0.00—0——0——0—000—0———————0—
Control_SF07$0.00—0——0——0—000—0———————0—
Ring3_Testimonial_C8_33$0.00—0——0——0—000—0———————0—
Control_No1RealFood_322$0.00—0——0——0—000—0———————0—
EN-T1_iOS_18-65_Broad_AS02_Test-Rings (8) Viralyze ACTIVE$1,032.01$19.021,7073.1%25.8%441$2.3419.3%85$12.144814043.5%23$44.87$31.62—$31.621.6%22.2%—48,1191.13
Concept11_BreakingNews_322$971.57$18.511,6613.2%26.6%441$2.2019.3%85$11.434814043.5%23$42.24$29.77—$29.770.0%35.3%—47,1381.11
Concept14_322$60.44$33.82462.6%—0——0—000—0————48.7%22.0%—1,5841.13
Concept1_Type_322$0.00—0——0——0—000—0———————0—
Concept1_Support_322$0.00—0——0——0—000—0———————0—
Ring1_UGC_C3_322$0.00—0——0——0—000—0———————0—
Concept10.1_MeatEggsCompare_322$0.00—0——0——0—000—0———————0—
Concept10_ProduceCompare_322$0.00—0——0——0—000—0———————0—
Concept5.1_322$0.00—0——0——0—000—0———————0—
Click an ad set to expand its ads.
Last 7 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 7 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 (3.0% 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.