Client evidence
What changed when the numbers became specific
Accounts from app teams that needed clearer trial, renewal and revenue evidence before making a commercial decision.
A blended conversion rate split into two decisions
A consumer wellbeing app was considering removing its seven-day trial after the headline conversion rate declined for eight weeks. The analysis separated annual and monthly offers, corrected for immature recent cohorts and marked a campaign that had shifted traffic towards the lower-intent plan.
The annual offer had remained stable; the monthly offer had weakened after a paywall copy change. The team restored the earlier monthly framing and kept the annual trial in place while designing a clean follow-up test.
“The useful part was not another conversion chart. It was seeing that our seven-day trial looked healthy only because annual and monthly offers had been mixed together. The readout was quite demanding—we had to revisit two event definitions—but that prevented us acting on the wrong decline.” — Product lead, consumer wellbeing app
Store proceeds reconciled before a budget review
A language-learning app had three different monthly revenue totals across its growth report, subscription provider and finance pack. A one-market reconciliation exposed gross-versus-proceeds labelling, refund timing and a currency conversion date mismatch.
The work did not erase every residual difference. It produced a documented bridge, agreed ownership and a tolerance for month-end reporting.
“Finance and growth finally used the same words for billings and proceeds. I appreciated that the unexplained remainder stayed in the report instead of being rounded away.” — Finance director, education app
Trial reminders assessed without overclaiming
A fitness app wanted to attribute an apparent rise in paid starts to a new reminder sequence. Cohort review found that eligibility rules and acquisition mix had changed during the same period. The recommendation was to retain the reminders but run a controlled holdout before claiming an effect.
“We hoped for a quick yes. What we got was a credible test design and a clear explanation of why the current comparison could not prove it. Less satisfying in the moment, much more useful for the next release.” — Growth manager, fitness app
What these stories represent
Client names are withheld because subscription performance and measurement gaps are commercially sensitive. The contexts, constraints and analytical outcomes are representative of completed work; quotations are lightly edited for clarity with permission.