“more than what my Blended cost but paying subscriber up or whatever is what is the trend of this brand.”

Track blended subscriber acquisition cost trend — not just the paid ROAS dashboard

Paid UA creates secondary lifts in reviews, ASO rankings, and word-of-mouth that don't show up in the MMP. Petit advocates measuring blended subscriber acquisition cost — total marketing spend divided by all new subscribers regardless of source — as the North Star. This keeps teams honest about whether paid is genuinely additive or just cannibalizing organic numbers.