How Brez uses HAM to connect acquisition entry points to subscriber LTV

As Brez expanded its product catalog and tested new acquisition funnels, performance looked strong on the surface. Conversion rates were healthy, and several offers appeared to scale efficiently at checkout.

The problem was what happened next.

Front-end metrics showed which products and channels converted, but they did not show which offers were actually creating subscribers who stayed, renewed, and spent more over time. A funnel with strong conversion could still be acquiring subscribers who churned after the second month, while another with lower upfront efficiency was quietly driving Brez's highest-value customers.

Without a way to connect acquisition behavior to downstream subscription performance, Brez could not confidently decide where to scale paid spend.

Brez uses HAM to track retention and lifetime value by entry product and acquisition funnel. By tying every subscriber back to how they entered the business, the team uncovered clear, consistent differences in subscriber quality across offers. Some products and funnels reliably produced long-tenured, high-LTV subscribers. Others converted well upfront but underperformed once subscribers entered the program.

With this clarity, Brez optimizes paid media spend toward the offers that generate stronger retention and higher lifetime value, not just higher conversion rates. Acquisition decisions are now driven by full-lifecycle subscriber performance, allowing the team to scale more aggressively and profitably with confidence.

Meet Brez:

Brez is a functional beverage brand designed to replace cocktails, coffee, and sleep aids with better-feeling alternatives. Powered by cannabis, mushrooms, and adaptogens, Brez creates tonics for specific moments, from winding down to socializing to finding calm focus.