“we gave up in a way that we don't do like predicted LTV and stuff we push a lot more the yearly plan to make that much easier so the idea being it's like you can get the payback on a cohort”

Push yearly plans to simplify attribution without fingerprinting

Post-ATT, Mojo abandoned complex predictive LTV modeling and instead aggressively pushed annual plans so payback period fits inside a 30-day cohort window. Attributing annual subscriptions to their acquisition cohort by country becomes tractable even without fingerprinting. Simplifying the subscription structure resolves the attribution problem without needing expensive measurement tech.