Explee (AutoGTM), B2B SaaS: 364 card-on-file trials, paying customer at $168
$17,310
Ad spend
364
Card-on-file trials
Explee — AutoGTM
The task
Explee is a B2B SaaS: AutoGTM, an AI outbound sales agent. PLG model: the trial opens only with a card attached, usage-based billing via Stripe.
Starting point (tech audit 16.06.2026): the Meta pixel sat inside GTM and sent one event — PageView. Sign-up and payment lived in GA4 and on the app domain, not tied to fbq, no Conversions API. Meta saw only clicks — there was nothing to optimize for.
What we did
- Moved the pixel out of GTM natively into the
<head>of both domains: pixel in GTM + events in code = anfbqload race, events get lost and duplicated. - Tagged the funnel exactly along the real path:
PageView→Lead(form with URL input) →StartTrial(email + card) →Purchase. - Set up the Conversions API on
api.explee.com:LeadandStartTrialduplicated from the browser with a sharedevent_id,Purchase— from the Stripe webhook. Payment happens server-side, the browser pixel never sees it. - Captured
fbclid→_fbc, stored_fbp/_fbc/explee_device_idin the DB, advanced matching on hashed email: payment comes days after the click, otherwise there is nothing to tie it to. - Optimized campaigns for
StartTrial— a deep-funnel event. From 24.07 we split geo into EU and US/UK and separately tested optimization forInitiateCheckout.
Results
For 24.06–31.07.2026:
- Ad spend — $17,310
- Leads (
Lead) — 4,327 at $4.00 - Card-on-file trials (
StartTrial) — 364 at $47.6 - Payments (
Purchase) — 103 - Cost per paying customer — $168
- Reach — 132,287 accounts, frequency 4.27
The screenshot shows $17,221.75: taken 31.07 at 15:04, before the end of the ad day. Full day per BigQuery — $17,310.15, a 0.5% discrepancy.
Insights
- The top of the funnel is wide and cheap: 51% of landing page views reach the form, a lead costs $4.00. Then it narrows sharply — 8.4% of leads attach a card, 28.3% of trials make it to payment.
- Lead $4.00, card-on-file trial $47.6, paying customer $168 — a 42× spread. Had the campaign optimized for a click or a form, the algorithm would have pushed volume into the first number and never seen the last.
- Frequency 4.27 at 132K reach over 38 days of delivery: the B2B audience is narrow and burns out. The answer is not more budget on the same geo but a split: in the first 8 days US/UK delivered a trial at $53.45, EU — at $73.85.