Click-through credits conversions to ads users clicked. View-through credits conversions to ads users saw but did not click. View-through uses a shorter attribution window (typically 1-7 days vs 7-30 for clicks) and is more relevant for video and display campaigns where the ad plants a seed rather than driving immediate action.
1-7 days is standard. Apple's SKAdNetwork uses a 24-hour window. MMPs typically default to 24 hours for view-through. Shorter windows are more conservative (less over-attribution) while longer windows capture more of the indirect influence.
It can if windows are too long or if the ads have massive reach. A user who saw 10 different app ads might be attributed to the last one viewed, not the one that actually influenced them. Use short windows (24-48 hours) and compare view-through attributed users' quality (conversion rate, LTV) to organic users to validate the signal.
The core promise of benefit that explains why a user should subscribe. A strong value proposition is consistently reinforced across onboarding, paywalls, and messaging, connecting to user needs to premium features.
A pricing research method that helps determine optimal pricing by asking users at what price a product feels too cheap, too expensive, and just right. It's commonly used to evaluate subscription pricing sensitivity and willingness to pay.
The organic growth that occurs when users bring in other users through referrals, content sharing, or social features. Measured by metrics like the K-factor, virality helps reduce CAC and amplify the impact of lifecycle loops.
When a user intentionally cancels their subscription. Typically, due to cost sensitivity, unmet expectations, or perceived lack of value. Differentiated from involuntary churn, which occurs due to failed payments or technical issues.
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