“The biggest tip here is to make sure that we have that data pipeline set up so you're able to see this measurement end to end. Where did they come from did they actually subscribe and is there a particular channel that maybe we should defocus because a majority of the users are churning.”

Build the Full Data Pipeline: Install Source → Trial Start → Conversion → Churn by Channel

Shane's most critical piece of advice for subscription apps: don't stop measuring at the install or even the trial start. The full pipeline must track install source → trial start → paid conversion → renewal → cancellation, all linked to the originating campaign. Without it, a campaign that drives massive trial starts but near-zero conversions looks like a winner in network dashboards but bleeds money in reality. The churn signal by channel is what enables real budget optimization.