Click an ad set to expand its ads. CPA = spend / real paid subs. Projected CPA = spend / ((paid + Σ age-weighted active trials + open Grace × 30%) × 100%); active weights use trial duration and age, then ×100% for refunds (0.0%). CPA≈all now uses the same per-profile projection. Trial→paid (−4d) = real trial→paid, only cohorts whose 3-day trial fully ended (started ≥4 days ago). Pending = every trial whose first charge has not arrived yet, using its real 3d/7d/30d duration. Billing issue = never cancelled, never paid by trial end — the charge failed, stuck in Apple billing retry. — Unmapped = clicks where Meta failed to fill {{ad.id}} in the link — real ad traffic, unattributable to an ad. Reach / Frequency = deduplicated lifetime (not summed daily). 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%) × 100%). Active 3d/7d weights change with age; ×100% = minus refunds (0.0% 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.