How we unnecessarily burned 20k with Facebook Ads

So your churn of users acquired through Facebook ads was almost 100%? To confirm my understanding, thats why it was wasted? Why do you think they almost all left? I don't see a free pricing tier on your website now. Do you think the free pricing contributed heavily to your churn?

>Surprisingly, Google Analytics reported only 28.818 visits by users who were redirected from Facebook during this timeframe – i.e. 8,81 percent less. From these users, 3.786 registered on Stackfield. //

Hypothesis: Could that be pre-emptive caching - some browsers IIRC will fetch a page ready for display. GA could be showing displayed pages whilst FB are showing followed links?

On the general situation, what's the rate of false clicks on Facebook - like how many people accidentally click an ad?

If the poster is here, may I ask – who does your illustrations?

> Even these users churned after a short time. Why is that? We do not really know!

You need to know this, and knowing it is as easy as asking.

I e-mail every single person that cancels their subscription, and ask why they cancelled today and what we could have done to better serve them. I don't measure the response rate, but I write every mail personally and read every response, so I can tell you it's well over 50%.

The responses to these e-mails are invaluable. They're how you learn why people signed up, what pain points they experienced using your product, what problems they have that your product didn't solve well, and what competitors they're coming from or leaving to.

If there's some glaring issue with your ad campaign ("I thought I was signing up for a free antivirus program because your ad said it made my files secure" or "No hablo ingles") you'd probably have learned it well before spending €20K through those exit emails.