Biggest month ever. Result of Paid Ad testing the last month

I was playing around with FB ads for my app (~$4k / month). I realised I had no idea what I was doing so hired a contractor. Here are some screenshots.

First graph changes in daily and seven-day average subscriber growth. This is ticked up the last few months which I don't really attribute to the paid ads yet.

Second graph I do attribute to paid ads. Number people on a trial has increased 50% (top is ~12 months, bottom is just August). Went from pretty consistently 10ish trials / day to over 20 on average.

Third picture is a more detailed breakdown of plan subscribers.

Our trial period is 14 days. So I'm not expecting to see accurate results until mid-September (not sure how other people factor this in?)

While I had the best month yet in terms of total sign ups, when I broke it down I realised that most of the signups were on our "Basic" plan. And so total $ growth was actually lower than prior months where we had higher numbers of annual and "Team" plans. This lends some weight to the idea of changing the basic plan pricing.

Paid ads have reduced the profit margin from 90% to 50% (including contractor costs), so I'm still on the fence. But I'm learning a lot working with someone who actually knows what they're doing.

"Conversion" rate has also dropped. But I don't think this is fully accurate since it's likely that trials were initiated in the month prior. Ie if I were to stop all ads today, most of the trials wouldn't finish until mid-september but number of trials would sharply drop, so conversion rate would look fantastic.

To muddy the waters a bit more, my organic traffic (total users) has doubled this month (~6k users / month) so I'm figuring out the best way to attribute to organic vs paid acquisition.

I miss coding.