{
  "status": "synthetic",
  "seed": 731905,
  "description": "Independently generated illustrative aggregates; not company results.",
  "currency": "CU = illustrative currency units, not historical prices or an FX conversion.",
  "cohorts": {
    "A": "100,000 synthetic registrants observed for 365 days; 4,000 eventual first-year buyers.",
    "B": "Nine synthetic monthly daily-average funnels. Counts are not period-unique users.",
    "C": "8,000 synthetic new monthly subscribers; 90-day opt-out observation.",
    "D": "10,000 synthetic initial monthly-plan payers; complete 12-month follow-up; 9 CU per payment; no refunds assumed.",
    "E": "Synthetic benefit-entry comparisons; exposure rates use 100,000 eligible active users. Benefit populations can overlap."
  },
  "revenue_mix": [
    {
      "type": "Automatic renewal",
      "share": 62
    },
    {
      "type": "First purchase",
      "share": 24
    },
    {
      "type": "Returning payer",
      "share": 14
    }
  ],
  "first_purchase": [
    {
      "day": 0,
      "buyers": 1689,
      "share_of_eventual_buyers": 0.4223,
      "share_of_registrants": 0.01689
    },
    {
      "day": 3,
      "buyers": 2216,
      "share_of_eventual_buyers": 0.554,
      "share_of_registrants": 0.02216
    },
    {
      "day": 7,
      "buyers": 2449,
      "share_of_eventual_buyers": 0.6122,
      "share_of_registrants": 0.02449
    },
    {
      "day": 14,
      "buyers": 2730,
      "share_of_eventual_buyers": 0.6825,
      "share_of_registrants": 0.0273
    },
    {
      "day": 30,
      "buyers": 2986,
      "share_of_eventual_buyers": 0.7465,
      "share_of_registrants": 0.02986
    },
    {
      "day": 60,
      "buyers": 3330,
      "share_of_eventual_buyers": 0.8325,
      "share_of_registrants": 0.0333
    },
    {
      "day": 90,
      "buyers": 3462,
      "share_of_eventual_buyers": 0.8655,
      "share_of_registrants": 0.03462
    },
    {
      "day": 365,
      "buyers": 4000,
      "share_of_eventual_buyers": 1.0,
      "share_of_registrants": 0.04
    }
  ],
  "funnel": [
    {
      "month": "M1",
      "active": 450000,
      "checkout": 32400,
      "purchase_intent": 2300,
      "paid": 1840,
      "checkout_reach": 0.072,
      "purchase_intent_rate": 0.07098765432098765,
      "payment_success": 0.8,
      "checkout_conversion": 0.056790123456790124,
      "end_to_end": 0.004088888888888889
    },
    {
      "month": "M2",
      "active": 458750,
      "checkout": 31195,
      "purchase_intent": 2277,
      "paid": 1833,
      "checkout_reach": 0.068,
      "purchase_intent_rate": 0.07299246674146498,
      "payment_success": 0.8050065876152833,
      "checkout_conversion": 0.05875941657316878,
      "end_to_end": 0.003995640326975477
    },
    {
      "month": "M3",
      "active": 467500,
      "checkout": 29920,
      "purchase_intent": 2244,
      "paid": 1822,
      "checkout_reach": 0.064,
      "purchase_intent_rate": 0.075,
      "payment_success": 0.8119429590017825,
      "checkout_conversion": 0.06089572192513369,
      "end_to_end": 0.0038973262032085563
    },
    {
      "month": "M4",
      "active": 476250,
      "checkout": 29051,
      "purchase_intent": 2150,
      "paid": 1752,
      "checkout_reach": 0.0609994750656168,
      "purchase_intent_rate": 0.0740077794223951,
      "payment_success": 0.8148837209302325,
      "checkout_conversion": 0.06030773467350521,
      "end_to_end": 0.003678740157480315
    },
    {
      "month": "M5",
      "active": 485000,
      "checkout": 28130,
      "purchase_intent": 2250,
      "paid": 1852,
      "checkout_reach": 0.058,
      "purchase_intent_rate": 0.07998578030572343,
      "payment_success": 0.8231111111111111,
      "checkout_conversion": 0.06583718450053323,
      "end_to_end": 0.003818556701030928
    },
    {
      "month": "M6",
      "active": 493750,
      "checkout": 27156,
      "purchase_intent": 2254,
      "paid": 1871,
      "checkout_reach": 0.05499949367088608,
      "purchase_intent_rate": 0.08300191486227722,
      "payment_success": 0.8300798580301686,
      "checkout_conversion": 0.0688982177051112,
      "end_to_end": 0.003789367088607595
    },
    {
      "month": "M7",
      "active": 502500,
      "checkout": 26130,
      "purchase_intent": 2247,
      "paid": 1883,
      "checkout_reach": 0.052,
      "purchase_intent_rate": 0.0859931113662457,
      "payment_success": 0.838006230529595,
      "checkout_conversion": 0.07206276310753923,
      "end_to_end": 0.00374726368159204
    },
    {
      "month": "M8",
      "active": 511250,
      "checkout": 25051,
      "purchase_intent": 2204,
      "paid": 1871,
      "checkout_reach": 0.04899951100244499,
      "purchase_intent_rate": 0.08798051973973095,
      "payment_success": 0.8489110707803993,
      "checkout_conversion": 0.07468763722007106,
      "end_to_end": 0.0036596577017114916
    },
    {
      "month": "M9",
      "active": 520000,
      "checkout": 24440,
      "purchase_intent": 2224,
      "paid": 1913,
      "checkout_reach": 0.047,
      "purchase_intent_rate": 0.09099836333878887,
      "payment_success": 0.8601618705035972,
      "checkout_conversion": 0.0782733224222586,
      "end_to_end": 0.0036788461538461536
    }
  ],
  "cancellation": [
    {
      "day": 0,
      "opt_outs": 1396,
      "daily_share": 0.1745,
      "cumulative_share": 0.1745
    },
    {
      "day": 1,
      "opt_outs": 95,
      "daily_share": 0.011875,
      "cumulative_share": 0.186375
    },
    {
      "day": 2,
      "opt_outs": 105,
      "daily_share": 0.013125,
      "cumulative_share": 0.1995
    },
    {
      "day": 3,
      "opt_outs": 94,
      "daily_share": 0.01175,
      "cumulative_share": 0.21125
    },
    {
      "day": 4,
      "opt_outs": 80,
      "daily_share": 0.01,
      "cumulative_share": 0.22125
    },
    {
      "day": 5,
      "opt_outs": 85,
      "daily_share": 0.010625,
      "cumulative_share": 0.231875
    },
    {
      "day": 6,
      "opt_outs": 115,
      "daily_share": 0.014375,
      "cumulative_share": 0.24625
    },
    {
      "day": 7,
      "opt_outs": 73,
      "daily_share": 0.009125,
      "cumulative_share": 0.255375
    },
    {
      "day": 8,
      "opt_outs": 79,
      "daily_share": 0.009875,
      "cumulative_share": 0.26525
    },
    {
      "day": 9,
      "opt_outs": 65,
      "daily_share": 0.008125,
      "cumulative_share": 0.273375
    },
    {
      "day": 10,
      "opt_outs": 74,
      "daily_share": 0.00925,
      "cumulative_share": 0.282625
    },
    {
      "day": 11,
      "opt_outs": 71,
      "daily_share": 0.008875,
      "cumulative_share": 0.2915
    },
    {
      "day": 12,
      "opt_outs": 55,
      "daily_share": 0.006875,
      "cumulative_share": 0.298375
    },
    {
      "day": 13,
      "opt_outs": 65,
      "daily_share": 0.008125,
      "cumulative_share": 0.3065
    },
    {
      "day": 14,
      "opt_outs": 61,
      "daily_share": 0.007625,
      "cumulative_share": 0.314125
    },
    {
      "day": 15,
      "opt_outs": 84,
      "daily_share": 0.0105,
      "cumulative_share": 0.324625
    },
    {
      "day": 16,
      "opt_outs": 56,
      "daily_share": 0.007,
      "cumulative_share": 0.331625
    },
    {
      "day": 17,
      "opt_outs": 74,
      "daily_share": 0.00925,
      "cumulative_share": 0.340875
    },
    {
      "day": 18,
      "opt_outs": 64,
      "daily_share": 0.008,
      "cumulative_share": 0.348875
    },
    {
      "day": 19,
      "opt_outs": 74,
      "daily_share": 0.00925,
      "cumulative_share": 0.358125
    },
    {
      "day": 20,
      "opt_outs": 64,
      "daily_share": 0.008,
      "cumulative_share": 0.366125
    },
    {
      "day": 21,
      "opt_outs": 83,
      "daily_share": 0.010375,
      "cumulative_share": 0.3765
    },
    {
      "day": 22,
      "opt_outs": 82,
      "daily_share": 0.01025,
      "cumulative_share": 0.38675
    },
    {
      "day": 23,
      "opt_outs": 79,
      "daily_share": 0.009875,
      "cumulative_share": 0.396625
    },
    {
      "day": 24,
      "opt_outs": 70,
      "daily_share": 0.00875,
      "cumulative_share": 0.405375
    },
    {
      "day": 25,
      "opt_outs": 85,
      "daily_share": 0.010625,
      "cumulative_share": 0.416
    },
    {
      "day": 26,
      "opt_outs": 80,
      "daily_share": 0.01,
      "cumulative_share": 0.426
    },
    {
      "day": 27,
      "opt_outs": 81,
      "daily_share": 0.010125,
      "cumulative_share": 0.436125
    },
    {
      "day": 28,
      "opt_outs": 90,
      "daily_share": 0.01125,
      "cumulative_share": 0.447375
    },
    {
      "day": 29,
      "opt_outs": 93,
      "daily_share": 0.011625,
      "cumulative_share": 0.459
    },
    {
      "day": 30,
      "opt_outs": 353,
      "daily_share": 0.044125,
      "cumulative_share": 0.503125
    },
    {
      "day": 31,
      "opt_outs": 18,
      "daily_share": 0.00225,
      "cumulative_share": 0.505375
    },
    {
      "day": 32,
      "opt_outs": 20,
      "daily_share": 0.0025,
      "cumulative_share": 0.507875
    },
    {
      "day": 33,
      "opt_outs": 18,
      "daily_share": 0.00225,
      "cumulative_share": 0.510125
    },
    {
      "day": 34,
      "opt_outs": 20,
      "daily_share": 0.0025,
      "cumulative_share": 0.512625
    },
    {
      "day": 35,
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      "daily_share": 0.003,
      "cumulative_share": 0.515625
    },
    {
      "day": 36,
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      "daily_share": 0.002375,
      "cumulative_share": 0.518
    },
    {
      "day": 37,
      "opt_outs": 20,
      "daily_share": 0.0025,
      "cumulative_share": 0.5205
    },
    {
      "day": 38,
      "opt_outs": 22,
      "daily_share": 0.00275,
      "cumulative_share": 0.52325
    },
    {
      "day": 39,
      "opt_outs": 24,
      "daily_share": 0.003,
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    },
    {
      "day": 40,
      "opt_outs": 25,
      "daily_share": 0.003125,
      "cumulative_share": 0.529375
    },
    {
      "day": 41,
      "opt_outs": 36,
      "daily_share": 0.0045,
      "cumulative_share": 0.533875
    },
    {
      "day": 42,
      "opt_outs": 23,
      "daily_share": 0.002875,
      "cumulative_share": 0.53675
    },
    {
      "day": 43,
      "opt_outs": 17,
      "daily_share": 0.002125,
      "cumulative_share": 0.538875
    },
    {
      "day": 44,
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      "daily_share": 0.003625,
      "cumulative_share": 0.5425
    },
    {
      "day": 45,
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      "daily_share": 0.0035,
      "cumulative_share": 0.546
    },
    {
      "day": 46,
      "opt_outs": 23,
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      "cumulative_share": 0.548875
    },
    {
      "day": 47,
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      "daily_share": 0.001875,
      "cumulative_share": 0.55075
    },
    {
      "day": 48,
      "opt_outs": 15,
      "daily_share": 0.001875,
      "cumulative_share": 0.552625
    },
    {
      "day": 49,
      "opt_outs": 24,
      "daily_share": 0.003,
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    },
    {
      "day": 50,
      "opt_outs": 24,
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      "cumulative_share": 0.558625
    },
    {
      "day": 51,
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      "daily_share": 0.002625,
      "cumulative_share": 0.56125
    },
    {
      "day": 52,
      "opt_outs": 18,
      "daily_share": 0.00225,
      "cumulative_share": 0.5635
    },
    {
      "day": 53,
      "opt_outs": 20,
      "daily_share": 0.0025,
      "cumulative_share": 0.566
    },
    {
      "day": 54,
      "opt_outs": 23,
      "daily_share": 0.002875,
      "cumulative_share": 0.568875
    },
    {
      "day": 55,
      "opt_outs": 27,
      "daily_share": 0.003375,
      "cumulative_share": 0.57225
    },
    {
      "day": 56,
      "opt_outs": 22,
      "daily_share": 0.00275,
      "cumulative_share": 0.575
    },
    {
      "day": 57,
      "opt_outs": 23,
      "daily_share": 0.002875,
      "cumulative_share": 0.577875
    },
    {
      "day": 58,
      "opt_outs": 27,
      "daily_share": 0.003375,
      "cumulative_share": 0.58125
    },
    {
      "day": 59,
      "opt_outs": 26,
      "daily_share": 0.00325,
      "cumulative_share": 0.5845
    },
    {
      "day": 60,
      "opt_outs": 155,
      "daily_share": 0.019375,
      "cumulative_share": 0.603875
    },
    {
      "day": 61,
      "opt_outs": 11,
      "daily_share": 0.001375,
      "cumulative_share": 0.60525
    },
    {
      "day": 62,
      "opt_outs": 13,
      "daily_share": 0.001625,
      "cumulative_share": 0.606875
    },
    {
      "day": 63,
      "opt_outs": 15,
      "daily_share": 0.001875,
      "cumulative_share": 0.60875
    },
    {
      "day": 64,
      "opt_outs": 13,
      "daily_share": 0.001625,
      "cumulative_share": 0.610375
    },
    {
      "day": 65,
      "opt_outs": 15,
      "daily_share": 0.001875,
      "cumulative_share": 0.61225
    },
    {
      "day": 66,
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      "daily_share": 0.001625,
      "cumulative_share": 0.613875
    },
    {
      "day": 67,
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      "daily_share": 0.001375,
      "cumulative_share": 0.61525
    },
    {
      "day": 68,
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      "daily_share": 0.001375,
      "cumulative_share": 0.616625
    },
    {
      "day": 69,
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      "daily_share": 0.001,
      "cumulative_share": 0.617625
    },
    {
      "day": 70,
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      "cumulative_share": 0.6185
    },
    {
      "day": 71,
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      "cumulative_share": 0.62075
    },
    {
      "day": 72,
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      "cumulative_share": 0.6225
    },
    {
      "day": 73,
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      "daily_share": 0.002,
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    },
    {
      "day": 74,
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      "cumulative_share": 0.626125
    },
    {
      "day": 75,
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      "cumulative_share": 0.62775
    },
    {
      "day": 76,
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      "cumulative_share": 0.629375
    },
    {
      "day": 77,
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      "cumulative_share": 0.631125
    },
    {
      "day": 78,
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      "cumulative_share": 0.632125
    },
    {
      "day": 79,
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      "cumulative_share": 0.634125
    },
    {
      "day": 80,
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      "cumulative_share": 0.63525
    },
    {
      "day": 81,
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    },
    {
      "day": 82,
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      "daily_share": 0.002375,
      "cumulative_share": 0.639125
    },
    {
      "day": 83,
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      "daily_share": 0.001875,
      "cumulative_share": 0.641
    },
    {
      "day": 84,
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      "daily_share": 0.001125,
      "cumulative_share": 0.642125
    },
    {
      "day": 85,
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      "cumulative_share": 0.64325
    },
    {
      "day": 86,
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    },
    {
      "day": 87,
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      "daily_share": 0.001375,
      "cumulative_share": 0.6465
    },
    {
      "day": 88,
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      "cumulative_share": 0.647875
    },
    {
      "day": 89,
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      "cumulative_share": 0.6495
    },
    {
      "day": 90,
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      "cumulative_share": 0.650375
    }
  ],
  "payer_value": [
    {
      "month": 1,
      "revenue_per_initial_payer": 9.0,
      "paying_members": 10000
    },
    {
      "month": 2,
      "revenue_per_initial_payer": 15.3,
      "paying_members": 7000
    },
    {
      "month": 3,
      "revenue_per_initial_payer": 20.84,
      "paying_members": 6152
    },
    {
      "month": 4,
      "revenue_per_initial_payer": 25.61,
      "paying_members": 5306
    },
    {
      "month": 5,
      "revenue_per_initial_payer": 29.66,
      "paying_members": 4500
    },
    {
      "month": 6,
      "revenue_per_initial_payer": 33.24,
      "paying_members": 3971
    },
    {
      "month": 7,
      "revenue_per_initial_payer": 36.34,
      "paying_members": 3448
    },
    {
      "month": 8,
      "revenue_per_initial_payer": 38.97,
      "paying_members": 2919
    },
    {
      "month": 9,
      "revenue_per_initial_payer": 41.07,
      "paying_members": 2340
    },
    {
      "month": 10,
      "revenue_per_initial_payer": 42.69,
      "paying_members": 1800
    },
    {
      "month": 11,
      "revenue_per_initial_payer": 44.31,
      "paying_members": 1800
    },
    {
      "month": 12,
      "revenue_per_initial_payer": 45.93,
      "paying_members": 1800
    }
  ],
  "segments": [
    {
      "segment": "One payment",
      "payers": 3000,
      "share": 0.3
    },
    {
      "segment": "2\u20134 payments",
      "payers": 2500,
      "share": 0.25
    },
    {
      "segment": "5\u20139 payments",
      "payers": 2700,
      "share": 0.27
    },
    {
      "segment": "Full year",
      "payers": 1800,
      "share": 0.18
    }
  ],
  "benefits": [
    {
      "benefit": "Large-video backup",
      "eligible_active_users": 100000,
      "exposures": 24000,
      "checkout_visitors": 7200,
      "payers": 850,
      "exposure_rate": 0.24,
      "entry_ctr": 0.3,
      "checkout_conversion": 0.11805555555555555,
      "revenue_cu": 15300,
      "revenue_per_payer_cu": 18
    },
    {
      "benefit": "Private vault",
      "eligible_active_users": 100000,
      "exposures": 4200,
      "checkout_visitors": 2016,
      "payers": 369,
      "exposure_rate": 0.042,
      "entry_ctr": 0.48,
      "checkout_conversion": 0.18303571428571427,
      "revenue_cu": 11439,
      "revenue_per_payer_cu": 31
    },
    {
      "benefit": "Storage expansion",
      "eligible_active_users": 100000,
      "exposures": 6000,
      "checkout_visitors": 2520,
      "payers": 580,
      "exposure_rate": 0.06,
      "entry_ctr": 0.42,
      "checkout_conversion": 0.23015873015873015,
      "revenue_cu": 19720,
      "revenue_per_payer_cu": 34
    },
    {
      "benefit": "Fast backup",
      "eligible_active_users": 100000,
      "exposures": 9500,
      "checkout_visitors": 2280,
      "payers": 340,
      "exposure_rate": 0.095,
      "entry_ctr": 0.24,
      "checkout_conversion": 0.14912280701754385,
      "revenue_cu": 4760,
      "revenue_per_payer_cu": 14
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