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Revenue and pricing

Measure the path from reach to paying fans

A funnel describes the steps between discovery and a purchase. Its value is showing where you need more information or a better offer.

One consistent example

  1. People reached10,000
  2. Profile visits500 · 5%
  3. Clicks to the offer100 · 20%
  4. New subscribers10 · 10%
Illustrative example. Each rate uses the previous stage as its denominator.

Ten new subscribers at $10 generate $100 in first-month subscription revenue before fees. At a 20% platform fee, $80 remains before agency share and own costs. The overall subscription rate is 10 ÷ 10,000 = 0.1% of people reached; it is not the 10% click-to-subscription rate.

Make the measurement plan explicit

A simple measurement plan
StageRecordCaution
ReachUnique accounts reached and date rangeViews are not always unique people
ProfileVisits in the same periodA visit may occur more than once
ClickDestination and channel identifierSome visits cannot be attributed
PurchaseNew subscriptions and refundsDo not count renewals as new fans
RetentionRenewal of the same starting cohortUse an unchanged cohort definition

Retention needs clear assumptions

One fan paying $10 for three months and three fans paying $10 for one month each both produce $30 before fees. Their value differs only if acquisition costs, extra purchases, discounts or servicing costs differ. Retention can reduce repeated acquisition work, but that benefit must be measured rather than assumed.

Change one step at a time

If clicks are healthy but subscriptions are low, clarify the bio, preview and offer before chasing more reach. Record the old version, test dates and comparable traffic sources. Do not label a short-term improvement causal when a promotion or audience change happened at the same time.

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