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  "presentationDate": "2022-02-01 00:00:00",
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  "notes": "TROI is defined 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.",
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      "text": "Grouped bar chart showing Marketing Cost vs Cohort Bookings for 5 cohorts",
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      "text": "Note: Data as of December 31, 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 Bookings do not include bookings from users coming from the Wix Logo Maker funnel, or bookings from B2B partnerships, DeviantArt, Wix Answers, or recent acquisitions.",
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      "text": "One Time Marketing, Ongoing Bookings",
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      "text": "Efficient Marketing Based on TROI",
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