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      "text": "After 2 Quarters 0.6x, After 6 Quarters 1.7x, After 10 Quarters 2.4x, After 14 Quarters 3.7x, After 18 Quarters 5.4x, Q1'21 Cohort Marketing Cost $81M, Cohort Collections $51M, Q1'20 Cohort Marketing Cost $57M, Cohort Collections $96M, Q1'19 Cohort Marketing Cost $55M, Cohort Collections $134M, Q1'18 Cohort Marketing Cost $44M, Cohort Collections $163M, Q1'17 Cohort Marketing Cost $32M, Cohort Collections $171M",
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      "text": "Marketing Cost ($ millions) Cohort Collections ($ millions)",
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      "text": "Note: Data as of June 30, 2021; TROI is Time to Return On (Marketing) Investment. We define this metric as the time it takes to collect dollars from new premium subscriptions acquired in a cohort to equal dollars spent on direct acquisition marketing costs in the same cohort. Numbers are rounded to the nearest million. Marketing cost includes marketing costs associated with the acquisition of users. Cohort Collections do not include collections from users coming from the Wix Logo Maker funnel or collections from channel partnerships, DeviantArt and Wix Answers.",
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