Subscribe/start trial value

Subscribe/start trial is the Shopify event sent after the merchant subscribes to one of your plans. Usually, it is considered the start of the app’s free trial. 

Subscribe/start trial value is the average value per subscribe/start trial for each source/medium/keyword. It tells you how much each subscribe/start trial is worth for each source/medium/keyword. You can use that to prioritize keywords and campaigns to expand, particularly if you don’t have many paying customers.  

Subscribe/start trial value is calculated by multiplying the conversion rate of subscribe/start trials to paying customers for each source/medium/keyword by the average lifetime value (LTV) for that source/medium/keyword. 

Subscribe/start trial value=Lifetime value*subscribe/start trial to paying customer conversion rate.

For instance, if LTV is $1,000 and 20% of subscribe/start trials become paying customers, the subscribe/start trial value is $1,000*0.2=$200.