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Flywheel
Facebook Ads
Win back lost free trial leads with an offer on Facebook
Win back lost free trial leads with an offer on Facebook
Marketing
Software

Win back lost free trial leads with an offer on Facebook

Reach back out to your free trial leads that didn't upgrade. Retarget them on Facebook with a special offer to persuade them to come back and convert!

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How it Works

Goal

Convert lost trial leads to new customers by targeting them with an exclusive winback campaign on Facebook.

How you do it

‍

  1. Setup your Data Warehouse as a Source in GrowthLoop
  2. Setup your customers table from Data Warehouse
  3. Activate Facebook Ads as a destination
  4. Create an audience in GrowthLoop
  5. Select leads that signed up for a trial but did not convert
  6. Export to Facebook Ads
  7. Navigate to Facebook Audience Manager. Your audience will take 2-4 hours to fully populate.
  8. Your audience will continue to load to Facebook Ads every day with updates.
  9. Create a Facebook Ad product ad campaign to engage these leads with the right offers.
Documentation
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Recipes
Win back lost free trial leads with an offer on Facebook

Win back lost free trial leads with an offer on Facebook

Reach back out to your free trial leads that didn't upgrade. Retarget them on Facebook with a special offer to persuade them to come back and convert!

Find different use cases

Why implement this use case?

  • If your business offers a free trial, your goal is to convert these folks into paying customers. This free trial offer is probably just one of a few conversion paths for your business. 
  • Not everyone who completes a free trial upgrades to a paid plan, and these folks are a great target audience because they are already familiar with your product.
  • Once you know your conversion rate from a free trial to paid, and what the ROI looks like, you can probably justify using paid advertising to get them to convert to a paid account. 
  • Special offers and discounts help shoppers feel like they’re getting more bang for their buck, and buyers are more likely to purchase with a coupon.

Goal of this use case

Convert your lost trial leads into new customers by targeting them with an exclusive winback campaign on Facebook.

Tools and platforms you need

1

Data Source

Data source, such as a cloud data warehouse like BigQuery, Snowflake, or Redshift.

2

Data Activation

Data activation tool, such as a composable CDP (like GrowthLoop).

3

Ad Platform Destination

Ad platform destination, such as Google Ads, Facebook ads, LinkedIn ads, Bing ads, etc.

Data sources you need

List the data sources needed for this particular use case (such as ticket purchases, memberships, etc.)

Free trial users

Customer profiles

Account types

Transaction history

How to set up this use case in GrowthLoop

Step 1

Add your Data Warehouse as a Source in GrowthLoop (or your Data Activation tool).

Step 2

Create your customer table in your data warehouse and ensure that it includes fields for existing customer status, free trial history, and account types.
Learn more about preparing customer data for GrowthLoop.

Step 3

Activate Facebook Ads as a destination.

Step 4

Create an audience in GrowthLoop. Include filters that specify leads that signed up for a trial but are not yet an active customer. 

Step 5

Export your new audience to Facebook Ads.

Step 6

Navigate to Facebook Audience Manager and locate the new audience.
Note: Your audience may take 2 to 4 hours to fully populate, so you may need to return later. Your audience will continue to load to Facebook Ads every day with updates as new free trial leads meet the audience criteria.

Step 7

Create a Facebook Ad product ad campaign, and configure it to engage these leads with a special offer.

Step 8

After running this ad campaign, measure your conversion rate of free trial leads that become paying customers. Ideally, you see an increase in this conversion rate, which should provide more revenue to cover the cost of the ad campaign.

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