April was outstanding, thanks largely to the peak U.S. tax filing deadline. We saw record-breaking revenue and subscriber growth, confirming we're moving in the right direction.
KPI Snapshot
Metric | March 2025 | April 2025 | Δ | % |
|---|---|---|---|---|
Website new users | 21,000 | 26,000 | +5,000 | +24% |
Sign-ups | 1,201 | 1,374 | +173 | +15% |
Conversion Rate (Visit → Sign up) | 5.7% | 5.3% | -0.4% | -7% |
Conversion Rate (Sign up → Customer) | 6.4% | 7% | +0.6% | +9% |
Added MRR | $4,644 | $6,480 | +$1,836 | +40% |
Organic Traffic
Google Search Organic
Our continuous effort in content and SEO led to a 29% increase in organic traffic.
Traffic peaked significantly around April 14–15 due to the tax deadline.
Our most popular article this month was "California residency rules," surpassing "Easiest states to get residency."
Bing
Bing organic traffic also grew from 1,400 visits in March to 1,600 visits in April (+15%), marking steady but less significant growth compared to Google.
Google Ads
Spend: Increased from $8,972 to $10,331 (+15%)
Conversions: Increased from 928 to 1,052 (+13%)
CPA: Slightly increased from $9.67 to $9.81 (+1%)
Conversion Rate (Visit → Sign up): Slight decrease from 8.15% to 7.62% (-7%)
I’ll unpack where our new subscribers came from, reflect on what we could’ve done better, share a quick customer‑service win, and outline our roadmap for May. Subscribe below to keep reading.
Attribution Insights
In April, we finally achieved breakthroughs in attribution after months of efforts to improve data connectivity between Google Analytics and our subscription data. This has allowed us to see clearly which campaigns are driving subscriptions.
However, the data revealed that campaigns with the biggest spend had notably low conversion rates to subscriptions, indicating an area that needs optimization going forward.
Our attribution overhaul delivered the clear snapshot of last month's data of where paying customers originate, and three take‑aways stand out:
The “(direct) / (none)” black‑box (29 subs, 31 %)
This is our single largest bucket. In practice, it bundles bookmarks, VPN/privacy traffic, untagged email shares, and “dark social” (Slack/WhatsApp).
Mystery is normal at this stage, but we’re closing the gap by:
making UTMs mandatory on every outbound link,
adding a required “How did you find us?” question right after checkout, and
testing a heuristic redistribution model that allocates Direct/None proportionally across known channels to avoid under‑crediting SEO and Ads.
Search continues to dominate paid conversions
Google Organic – 26 subs
Google CPC – 23 subs
Together these two deliver 49 of 94 attributed subs (52 %), underscoring that our growth engine is still a one‑two punch of content + search ads.
Self‑reported data largely corroborates the analytics—but with human fuzziness
In optional intro‑call surveys, 60 % say they found us via “Google/Bing search.” That lines up with analytics, but we know many users, especially older customers, don’t separate ads from organic results. We’ll keep tracking the delta between self‑report and click‑stream to fine‑tunethe budget split between SEO and paid search.
Secondary channels are visible but small (Reddit referrals, Bing, ChatGPT/AI mentions). They’re worth nurturing, yet not material to April’s record.
Customer service wins
We received our first one‑star review this month when a customer hit a snag obtaining their green card. It became our top priority; within days, we fixed the issue, and the customer changed their rating to five stars.
A small win that reinforces how fast, caring support pays off.
What could've been better
CPA Service: Few customers chose our new CPA add-on, likely because most already have other solutions. We need to reconsider this offer.
Video Editing: Video production slowed due to editing delays; we're exploring faster solutions.
Missed Promotions: We missed chances to boost ad spending and send promotional emails during peak tax season.
Next steps
Website Updates: Adding clear, helpful pages for our new products based on user feedback.
Free Tools: Launching tax-saving calculators to gain backlinks and increase website authority.
More Videos: Speeding up video creation and uploads.
Blog Articles: Writing new articles to maintain SEO growth.
Personal update
In April, I spent time in Rio and went on an amazing hike in Chapada Diamantina, Bahia. I made a YouTube video about this adventure—check it out if you love nature and hiking!