Balance acquisition efficiency, activation and lifetime value as the product scales.
A free signup, booked demo and paying account represent different stages. Start with the product action that indicates a user is experiencing value, then connect it with the source campaign where the available data permits. Self-service products and sales-led software need different conversion paths.
Campaigns should describe the use case the product can deliver today. Review demo attendance, trial activation and paid conversion by cohort rather than counting all signups as customers. Prepare your target account profile, onboarding steps and account-level reporting definitions before deciding which channel to expand.