Work / Clear VPN
VPNAnalytics
786 trial conversions worth $8,376.83 in tracked revenue
4,082 trials started, 786 converting to paid — $8,376.83 of attributed revenue, tracked at the event level rather than modelled after the fact.
$8,376.83
Trial-converted revenue
786
Trial conversions
19.3%
Trial-to-paid rate
The challenge
Subscription VPN has a measurement problem most reporting ignores: the install and trial start are nearly worthless, and the only thing with real value — trial converting to paid — happens days after the usual attribution window closes.
The approach
Every stage carried its own revenue-bearing event, churn included, so $8,376.83 across 786 conversions is measured revenue attached to specific events — a 19.3% trial-to-paid rate the client can reconcile against their own billing.
What we did
01Attach revenue to eventsTrial start, subscription start, trial conversion and churn each carrying their own revenue field.
02Measure past the windowTrial-to-paid tracked days after install rather than inside a short attribution window.
03Carry churn alongsideaf_ars_subscription_churned read in the same view so conversions weren't reported in isolation.
04Reconcile to billing$8,376.83 attributed at event level so the client could tie it back to their own system.
