How Ultra uses HAM to measure the real impact of Klaviyo tests and acquisition experiments

As Ultra looked to improve retention, the team zeroed in on a familiar but critical lever: billing reminders. As with many subscription brands, they knew this moment is important for customer experience, but is also a key churn inflection point.

They tested different messages and formats in Klaviyo, but performance was limited to email metrics. Opens, clicks, and sends showed engagement, not impact.

While Ultra understood the importance of this moment, they lacked a way to connect messaging decisions to actual business outcomes. The team couldn't determine which reminders kept subscribers longer or reduced churn, nor how changes influenced lifetime value.

Without visibility into these downstream effects, they were operating without clear insight at a critical decision point.

Ultra uses HAM's Klaviyo integration to tie campaigns directly to subscriber behavior. Every billing reminder variant is now measured by retention and lifetime value, not engagement alone.

Ultra applied the same approach to acquisition testing. When a new offer launched, HAM showed that subscribers entering through that offer stayed longer and outperformed the previous cohort on lifetime value. With that clarity, the team confidently shifted budget toward the higher-quality offer.

Today, Ultra tests with a clear feedback loop. Decisions across lifecycle and acquisition are driven by subscriber outcomes, allowing the team to double down on changes that measurably improve retention and long-term value.

Meet Ultra:

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