| Month | Total Sessions | Engaged Sessions | Eng. Rate | New Subs | CVR (all) | CVR (engaged) | Subs / 1K sessions | Price |
|---|---|---|---|---|---|---|---|---|
| January | 7,621 | 4,167 | 54.7% | 110 | 1.44% | 2.64% | 14.4 | $11 |
| February | 8,607 | 4,758 | 55.3% | 65 | 0.76% | 1.37% | 7.6 | $11 |
| March | 5,626 | 3,506 | 62.3% | 66 | 1.17% | 1.88% | 11.7 | $11 |
| April | 5,589 | 3,487 | 62.4% | 58 | 1.04% | 1.66% | 10.4 | $11→$22 |
| May (1–13) | 2,013 | 1,185 | 58.8% | 23 | 1.14% | 1.94% | 11.4 | $22 |
January had 110 new subscribers despite having fewer total sessions than February (7,621 vs 8,607). The gap comes down entirely to traffic source mix, not price and not total reach.
January's defining advantage was YouTube. It drove 1,458 combined sessions — the highest YouTube traffic of any month in the dataset. By March, YouTube had collapsed to 223 sessions (an 85% drop). YouTube audiences are pre-sold: they've watched long-form content before clicking, so they arrive with genuine purchase intent that Twitter and Instagram audiences don't have. The 12 direct YouTube checkouts in January are likely just a fraction of YouTube's actual contribution — many more viewers watched on YouTube and subscribed via a Discord link, which registers as "Direct" in checkout attribution.
February introduced a Twitter/t.co spike of 2,450 sessions — the second-largest traffic source that month — but it produced almost zero conversions. That single source diluted February's overall conversion rate from what could have been comparable to January down to 0.76%, the worst in the dataset. More traffic from the wrong source made performance look worse.
1,458 YouTube sessions in January vs. 519 in February and 223 in March. The channel likely had a high-performing video in late December or January that drove warm, purchase-ready traffic. When that stopped, conversions dropped with it. Identifying and replicating that video's format is the highest-leverage action available.
2,450 t.co sessions in February produced near-zero conversions. The Twitter audience at that moment was not a buying audience. More traffic from the wrong source actively hurts conversion metrics and can create false conclusions about what's working on the platform.
Volume declined only 12% after the price doubled (66 in March → 58 in April). This is well within normal price elasticity for a niche community. The audience values the membership enough to absorb the increase. May's pace (~53/mo) further confirms demand is stable at the new price point.
IG went from 0 checkouts in March → 3 in April → 5 in just 13 days of May. IG sessions also consistently show high engagement rates (65–72%). At this trajectory, Instagram could become the #2 checkout source by June if given more intentional funnel attention.
"Direct / none" accounts for 55–77% of all sessions every month. In a membership community context, this is almost entirely Discord link traffic — members sharing the signup link in server channels or DMs. It's Famtasm's largest acquisition channel and it is currently completely untracked.
| Month | Direct | YouTube | Twitter/X | Unknown | Total | Note | |
|---|---|---|---|---|---|---|---|
| January | 77 | 12 | — | — | 12 | 110 | ~9 unaccounted, likely Discord |
| February | 54 | — | 5 | 4 | 2 | 65 | 2,450 t.co sessions → 4 checkouts |
| March | 17 | — | 0 | 1 | 3 | 66 | 45 subs unattributed |
| April | 28 | — | 3 | 3 | 21 | 58 | 21 unknowns — possible new Discord promo |
| May (1–13) | 17 | — | 5 | 2 | 3 | 23 | IG best checkout month so far |
"Direct" checkouts dominate every month and align with GA's "Direct / none" traffic. The most logical explanation: Discord is functioning as the primary conversion engine — members share the signup link, new people click without any tracking, and the source disappears. April's 21 unknown checkouts may indicate a new Discord channel or announcement that isn't being tracked. Adding UTM parameters to Discord links is the single cheapest way to make this visible.
YouTube drove the best-converting traffic in January and has since dropped 85%. Identify which specific video drove the January spike in YouTube Studio, analyze why it performed, and create more content in that format. YouTube audiences convert at a fundamentally different quality than any other source — they arrive having already consumed long-form content. Replicating that format is the highest-ROI content action available.
Discord is almost certainly the largest organic acquisition channel — but it's completely invisible in every data source. Create tracked links for each Discord channel that shares the signup URL (e.g., ?utm_source=discord&utm_medium=community&utm_campaign=announcements). This costs nothing, takes 30 minutes, and will immediately reveal which Discord channels are actually driving signups.
IG is producing real checkouts and trending upward month over month. The missing piece is a clear path: bio link → landing page → checkout. Add Stories with a link sticker pointing directly to the signup page, and use a tracked link so IG's actual conversion rate can be measured independently from other sources.
February proved more Twitter clicks does not mean more members. Posts that drive memberships need to explicitly communicate what members get that followers don't — exclusive content, community access, behind-the-scenes, etc. A Twitter post that doesn't mention the membership won't convert regardless of impressions.
April was a split month ($11 and $22). May is only 13 days in. June will be the first clean full-month read at $22. The key metric to watch is revenue per 1,000 engaged sessions — which should be materially higher at $22 even if volume is slightly lower. If conversion rate holds above 1% on engaged sessions, the price increase has been successfully absorbed.