Prepared by Webbografi

Chessiverse Growth Report

Month 2 — July 2026 vs June 2026

Month 2 · July vs June 2026

Signups

0

▲ +31%

New paying customers

0

▲ +32%

Revenue

$0

▲ +32%

Ad spend

0 SEK

▲ +61%

Section 01

The Headline Finding

Critical insight

Premium is NOT a first-visit purchase.

Only 17% of July's buyers bought the same day they signed up — 61% bought 15+ days after signup (median: 21 days).

Premium is a delayed harvest of the user base we build today.

Days from signup to purchase

  • Day 017%
  • Day 1–312%
  • Day 4–1410%
  • Day 15+61%

Median time from signup to purchase: 21 days.

Section 02

Signups & Purchases by Week

Weeks starting June 1 through July 27, 2026. The final week is partial.

Signups PurchasesWeek starting
0200400600800020406080512Jun 1400Jun 8457Jun 15496Jun 22652Jun 29696Jul 6595Jul 13572Jul 20320Jul 27261836252547584014Partial

Section 03

Where Users Come From

Signups by channel · June → July

ChannelJuneJulyChange
Organic / Direct1,2861,588+23%
Meta Ads461707+53%
Google Ads244335+37%
Email19—

Buyers by channel · July

ChannelBuyersRevenueCVR
Organic / Direct113$3,751—
Google Ads26$8567.8%
Meta Ads7$1021.0%
Email1$83—

Google converts to paying customers at ~8x Meta's rate. Meta buys volume, Google buys intent.

Section 04

Product Mix (July)

$9 / mo

Monthly subscription

0

buyers

Annual plan

Yearly

0

buyers

One-time

Lifetime

0

buyers

Standalone

Courses

0

buyers

Section 05

Geography

CountrySignupsBuyersRevenueNote
United States67863$2,477~52% of tracked revenue
United Kingdom10511$250
Canada4210$287
Germany616$222
Finland–5$113
France703$335
Australia1263$240
India1154$10

The US is 25% of signups but 43% of buyers and half of revenue. India & Italy inflate signups without revenue.

Section 06

Why the Ad Algorithms Are Starving

Meta's learning phase needs roughly 50 conversions per ad set per week. The whole business produces ~35–50 purchases per week — and Meta-attributed purchases are around 2 per week.

~2

purchase conversions per week available

50

needed per ad set, per week

At ~4% of the required signal, ad sets never exit the learning phase.

The attribution window misses the buyer

Purchases land mostly outside Meta's 7-day click window — the median buyer converts 21 days after signup, long after the click is forgotten.

But the signup signal is abundant

Meta delivers roughly 163 signups per week — plenty of signal, just measured at the wrong step of the funnel.

Section 07

Recommendations for Month 2

  1. 1
    Priority 1

    Optimize paid campaigns on both SIGNUPS and PURCHASE

    Build a conversion funnel where different campaigns own different parts of the journey: some drive sign-ups, others move freemium players to premium. Meta still delivers ~163 signups per week, giving the algorithm enough signal to optimize, while purchase-focused campaigns retarget the activated player base.

  2. 2

    Build the "activated player" signal

    6 games within 3 days → 6.5% buy within 14 days, a 10x lift. Send this event to Meta and Google via server-side conversion destinations.

  3. 3

    Consolidate ad sets

    Fewer, larger ad sets concentrate the conversion signal and avoid a permanent learning phase across fragmented budgets.

  4. 4

    Reweight geo budgets

    Shift spend toward the US, UK, Canada and Germany; down-weight India and Italy, which inflate signups without revenue.

  5. 5

    Revive the email nurture leg

    A 21-day onboarding flow driving users to 6 games attacks the conversion lag directly, at the exact window where buyers convert.