Step 1
The Problem
Aura Health's cost per trial was too high to scale user acquisition profitably. The trial-to-paid conversion funnel was leaking at multiple points, and creative messaging wasn't resonating with the highest-LTV segments. Without lowering CPT, the growth math simply didn't work.
Step 2
Our Approach
We optimized the full acquisition funnel from impression to trial activation. Wayfinder AI analyzed creative performance across audience segments, identifying which messages drove not just trials but trial-to-paid conversions. This shifted creative strategy from volume to quality.
Wayfinder AI in Action
Creative-to-LTV Segment Matching
Wayfinder AI correlated creative variations with downstream trial-to-paid conversion rates by audience segment, revealing which messages attracted high-LTV users.
Step 3
The Impact
Cost per trial dropped 37% year-over-year. More importantly, trial quality improved as the new creative strategy attracted higher-intent users who converted to paid at better rates.
-37% YoY
Cost Per Trial
Acquisition Cost
Performance Timeline
How We Tracked It
Mobile measurement partner (MMP) data combined with in-app event tracking. Trial-to-paid conversion tracked at the campaign level over 30/60/90-day windows.
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