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

As Ultra looked to improve retention, the team focused on a familiar lever: billing reminders. They tested different messages and formats in Klaviyo, but performance stopped at email metrics. Opens, clicks, and sends showed engagement, not impact.

What they couldn't see was what actually mattered. Did a reminder keep subscribers longer? Did it reduce churn or increase lifetime value? There was no way to connect messaging performance to downstream subscription outcomes.

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.

This immediately changed how the team tested. Some reminders that looked strong on open rates had little effect on churn. Others, with more modest engagement, consistently kept subscribers active longer and generated more revenue.

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.

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