“The main metric of success for us has been day-8 return on ad spend. What we try to figure out is not only are people willing to use an app but are they willing to pay for it — and then are we able to acquire customers in a way that makes sense economically with just immediate cash payback.”

Day-8 ROAS as Single Metric Took Opal from Zero to $5M ARR in One Year

Opal scaled from near-zero to $5M ARR in roughly 12 months by anchoring every product and marketing decision to a single metric: day-8 ROAS. The 7-day free trial makes this measurement tight and actionable. When above 100%, they scaled ad spend; when below, they cut back. No forecasting models, no complex attribution — just one number everyone understood.