MONEY-BACK GUARANTEE VS. FREE TRIAL: WHICH SHOULD YOUR SUBSCRIPTION APP RUN?

Summary from the TLDR Marketing newsletter

Asking users to pay upfront with a refund safety net lets ad campaigns optimize for real purchases instead of trial starts, giving Meta and TikTok a cleaner signal of who will pay. Few customers claim refunds, so a lower conversion rate can be offset by higher-intent subscribers. Guarantees work best in web or app-to-web funnels, since the app stores control in-app refunds.