Demo Case Study: This is a fictional example created to demonstrate Mapster's marketing attribution methodology. The company, data, and insights are illustrative examples showing how web-based attribution surveys work in practice for growth optimization.
Demo Case Study
How FitFlow Cut CAC by 52% and Increased LTV by 2.4x Using Attribution Surveys
A demo case study on using in-product attribution surveys to discover which marketing channels drive engaged, paying users—and reallocate $180k in wasted influencer spend
FitFlow
Web-Based Fitness & Nutrition Platform
Company Overview
About FitFlow
- •Product: Web-based fitness and nutrition tracking platform
- •Founded: 2021, San Francisco
- •Team: 12 employees, bootstrapped
- •Target Users: Young professionals (25-35) seeking fitness accountability
- •Business Model: Freemium (free trial + $9.99/mo premium)
The Challenge
FitFlow was investing heavily across Instagram ads, TikTok influencers, YouTube sponsorships, and Google Ads—spending $35k/month total. But they had no idea which channels actually drove paying users who stuck around.
Google Analytics showed signups, but couldn't tell them where their best customers came from. They were flying blind, wasting tens of thousands on channels that drove signups but terrible retention.
The Problem: $180k/Year Wasted on the Wrong Channels
⚠️ The Symptoms
- •CAC was $8.40 and climbing every month
- •41% of new users churned within 30 days
- •Only 6% of free users converted to premium
- •Burning cash with 3 months runway left
🤔 The Core Issue
Google Analytics showed traffic by source, but couldn't track conversions to paid subscriptions. They thought TikTok influencers were their best channel—but had no proof.
The turning point: They spent $12k on a single fitness influencer campaign (180k views). Got 2,400 signups, but only 3 converted to paying users. That's a $4,000 CAC.
The Turning Point
"We were hemorrhaging money on influencers because we thought signups = success. But those users weren't actually using the platform or paying for premium. We needed to know which channels brought in engaged users, not just signups."
— Emma Rodriguez, Head of Growth at FitFlow
The Approach: In-Product Attribution Surveys
FitFlow implemented in-product attribution surveys at three key moments to understand which channels drove engaged, paying users—not just signups.
First Workout Completion Survey
Trigger: After user completes their first workout (activation moment)
Instead of relying on last-click attribution (which is notoriously unreliable), they asked users directly at the moment they experienced value for the first time.
"How did you first hear about FitFlow?"
7-Day Check-In Survey
Trigger: Day 7 for users who logged 3+ workouts (engaged users)
Most users discover a product through multiple touchpoints. This follow-up captured the full discovery journey, not just the last click.
"Where else did you see FitFlow before signing up? (Select all that apply)"
Premium Upgrade Survey
Trigger: Immediately after upgrading to paid subscription
The most critical metric for FitFlow wasn't signups—it was paid subscribers. This survey focused only on paying customers to identify which channels drove revenue.
"How did you originally discover FitFlow?"
"What made you decide to upgrade to Premium?"
What They Discovered
🎯 The Hidden Champions
42% of paying subscribers came from two channels they were drastically under-investing in:
- 1.Friend Referrals: 27% of paid users (had no referral program!)
- 2.YouTube Organic: 15% of paid users (not sponsorships—regular content mentions)
❌ The Money Pits
51% of marketing budget was going to channels that drove signups but terrible users:
- •TikTok Influencers: High signups, but 58% churned in 7 days. Only 2% converted to paid.
- •Instagram Ads: Drove signups, but users never completed first workout.
🔄 The Multi-Touch Reality
68% of engaged users saw FitFlow on 2+ channels before signing up. Google Analytics "last click" attribution was crediting the wrong channel—giving all credit to direct/organic when users had discovered them via YouTube weeks earlier.
💡 Quality Over Quantity
Friend referrals had 10x lower volume than influencer campaigns, but 8x higher conversion rate and 4x better retention. One great user who refers friends was worth more than 100 influencer-driven signups.
Budget Reallocation: Before vs After
Before (Wasting $180k/year)
After (Optimized for Retention)
Same budget, 3.8x better ROAS by focusing on channels that drive engaged, paying users
The Results: 4 Months Later
Implementation Timeline
Key Takeaways
1. Signups ≠ Success for B2C Products
Google Analytics shows signups, not retention or monetization. The only way to know which channels drive engaged, paying users is to ask them directly in your product.
2. Influencer Marketing Needs Validation
High follower counts don't guarantee quality users. FitFlow's influencer-driven users had 4x higher churn than referral-driven users. Attribution surveys revealed this before they wasted another $100k.
3. Survey at the Activation Moment
Ask attribution questions when users experience value (first workout completed, not signup). At that moment, they're engaged and can accurately remember how they found you.
4. Build a Referral Program
FitFlow discovered referrals were their #1 channel for quality users—despite having no referral incentive. Building a referral program became their highest-ROI growth investment.
Feedback Surveys that drive SaaS Growth
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