A Meta campaign that delivers 100 Pro Monthly trials at $30 CAC and a LinkedIn campaign that delivers 20 Pro Annual trials at $200 CAC look very different on a cost-per-trial report — but they’re actually similarly profitable if you account for plan LTV. Plan-level attribution makes that visible.
Setting up plan tags
Add a plan-name filter to each of your Cometly Stripe events: Trial Started (Pro Monthly), Trial Started (Pro Annual), Trial Started (Enterprise). Cometly will pull the plan name directly from Stripe and you can use it as a filter or grouping in any report.
Build a Source Attribution report with Plan as the column dimension. Each row is a source, each column is a plan, and each cell is the count of trials, customers, or revenue for that source/plan combination.
- Tag each Stripe event with a plan filter
- Group source-attribution reports by Plan
- Calculate plan-level LTV separately and use as the bidding value
- Build separate lookalike audiences for high-LTV plans
Acting on plan mix
Look for channels with a plan-mix bias. A channel that over-indexes on Pro Annual and Enterprise is usually a high-intent channel worth scaling at the plan level — even if its raw cost-per-trial looks expensive. A channel that over-indexes on free trials with low conversion is usually a top-of-funnel awareness channel that needs longer cohort horizons before judgment.
Sync plan-level audiences back to your ad platforms as separate lookalikes. A 1% lookalike on Pro Annual customers performs very differently than a 1% lookalike on all customers — usually with much higher LTV.
What to watch for.
- Reporting only blended LTV
Blended LTV averages out a 50x range across plans. Always break by plan before making spend decisions.
- Optimizing on Trial Started without plan filter
Meta will deliver more of whatever plan converts cheapest — usually free trials. Filter the event by plan to keep the algorithm focused on high-value plans.
- Treating annual and monthly the same
Annual contracts are 12x the up-front revenue and usually 1.3–1.8x the LTV of monthly. Worth their own dedicated treatment.
Recap.
- Use a plan-name filter on each Cometly event mapped from Stripe
- Add a Plan dimension to your source attribution report as a column or grouping
- Track LTV by plan to allocate ad spend toward the highest-margin tier
- Identify channels that over-index on free trials vs paid plans
- Use plan-level audiences in your ad platforms to bias toward higher-LTV customers