> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Subscription Downgraded Cost: Ad Spend for Downgrades

> Calculate advertising cost associated with plan downgrades. Analyze acquisition quality.

<Tip>
  Subscription Downgraded Cost measures advertising spend associated with subscribers who downgraded.
</Tip>

## Formula

<Info>
  **Subscription Downgraded Cost** = **Ad Spend** ÷ **Subscription Downgraded**
</Info>

### Formula Components

| Metric                                                                                       | Definition                                         |
| -------------------------------------------------------------------------------------------- | -------------------------------------------------- |
| [**Ad Spend**](/reference/metrics/advertising/blended/blended-spend)                         | Total advertising cost from connected ad platforms |
| [**Subscription Downgraded**](/reference/metrics/funnel/conversions/subscription-downgraded) | Count of plan downgrades                           |

| Metadata        |                         |
| --------------- | ----------------------- |
| **Type**        | Currency                |
| **Data Source** | [Upstack Pixel](/pixel) |
| **Aggregation** | Ratio                   |

***

## Example

You spent **\$10,000** on advertising in January and had **45 downgrades**.

| Metric                       | Value    | Notes                    |
| ---------------------------- | -------- | ------------------------ |
| Ad Spend                     | \$10,000 | Monthly advertising cost |
| Subscription Downgraded      | 45       | Plan downgrades          |
| Subscription Downgraded Cost | \$222.22 | Ad spend per downgrade   |

***

## How It Works

This metric divides your total ad spend by the number of downgrades. While not a direct causation metric, it helps identify channels that may be attracting subscribers who don't retain their initial plan tier.

***

## When to Use

| Scenario                 | Action                                             |
| ------------------------ | -------------------------------------------------- |
| Channel quality analysis | Identify sources with high downgrade rates         |
| Acquisition targeting    | Refine targeting to avoid downgrade-prone segments |
| CAC efficiency           | Factor downgrades into true acquisition cost       |
| Cohort analysis          | Compare downgrade rates by acquisition source      |

***

## Related Metrics

| Metric                                                                                               | Relationship                        |
| ---------------------------------------------------------------------------------------------------- | ----------------------------------- |
| [Subscription Downgraded](/reference/metrics/funnel/conversions/subscription-downgraded)             | The denominator in this calculation |
| [Subscription Downgraded Value](/reference/metrics/funnel/conversions/subscription-downgraded-value) | MRR lost to downgrades              |
| [Subscription Upgraded Cost](/reference/metrics/funnel/conversions/subscription-upgraded-cost)       | Cost for upgrades                   |

[See all Conversions metrics →](/reference/metrics/funnel/conversions)