“We see a 17% lift on lifetime value that more than offsets the drop in the initial conversion… it can be very scary because you can see CPA climb and you're like let me turn this off because if you don't focus on the big picture you always get caught up on the CPA increasing.”

App-to-Web: 35% Conversion Drop but 17% LTV Lift — Watch Lifetime Value, Not Just CPA

Zumba's first app-to-web test dropped initial conversion 35%. Their second iteration cut that to 25%. But web subscribers had far better retention and avoided Apple's cut, producing a 17% LTV lift that more than covered the conversion loss. Lucy's warning: CPA anxiety will trick you into killing a test that's actually winning — always measure downstream.