End-to-end analysis of a mobile subscription app (English-learning), covering funnel drop-off, retention, and unit economics (LTV/CAC) across 6 countries and 6 acquisition channels.
📊 Live Tableau Dashboard · 📄 Full Report (PDF) · 🧮 Excel calculations · 💻 SQL queries
The underlying dataset is not publicly shared. SQL queries and full methodology are provided for transparency.
5,000 users, 23,020 transactions (Feb 2024 – Aug 2025), subscription funnel: Signup → Trial → Payment → Renewal → Upgrade.
Two business questions:
- Where in the funnel do users drop off the most?
- Which channels and countries deliver the best return on acquisition spend?
- Biggest drop-offs: Signup→Trial (23%) and Renewal→Upgrade (only 21% upgrade).
- 32% of paying users convert without ever starting a trial — a distinct, underexplored conversion path.
- Retention stabilizes at a healthy 69% from month 4 onward.
- The apparent LTV/CAC spread across countries (Brazil 7.7x vs Germany 3.2x) was mostly a cost-attribution artifact — once unallocated "Global" marketing spend is distributed proportionally, all six countries converge to 1.8–2.0x.
- Influencer marketing has the lowest CAC ($8.39) and best LTV/CAC ratio (6.68) among paid channels.
- SQL (MySQL / DBeaver) — data auditing, funnel and cohort queries
- Excel — LTV/CAC calculations, cohort retention matrices, MRR breakdowns
- Tableau Public — interactive dashboard
Four source tables: users, transactions, subscription_plans, marketing_spend. Full methodology, including retention cohort logic and Global spend allocation, is documented in the report.
Marharyta Hryshyna