# Trial and demo cohort worksheet

The first two rows are fictional teaching examples. Replace them with your own observations. Dates such as Example day 60 are relative teaching dates, not measured results. Blank values are unknown, not zero. Keep pending outcomes separate from won customers.

Media cost per first conversion = media_spend / first_conversions.
Media cost per intermediate outcome = media_spend / intermediate_outcomes.
Media cost per customer = media_spend / customers.
Total acquisition cost per customer = (media_spend + non_media_acquisition_cost) / customers.
The non-media input here is the total non-media acquisition cost assigned to this cohort, not a per-customer input.
Do not calculate ratios with a zero or unknown denominator. Do not compare completed cohorts with immature ones without showing their different observation windows. Counts, owners, and evidence must refer to the same cohort.

Example checks: 3000 / 120 = 25; 3000 / 36 = 83.33 rounded; 3000 / 30 = 100; 3000 / 12 = 250; 3000 / 6 = 500. Total acquisition cost remains unknown in both fictional rows because non-media cost is unknown.