Bible — Performance & Ads Analysis

iOS + macOS · window 2026-05-20 → 2026-06-19 (30 days)
Generated 2026-06-19 13:21
68
/100
Good
Health score — 100 green (all good) to 0 red (needs action). Weighted from the five drivers below.
paywall58
iOS paywall conversion 4.6% (target ≥8%) · 25% weight
funnel59
77% finish onboarding · 15% weight
trials73
26/59 trials still active (44% not cancelled) · 20% weight
ad eff58
CPI £2.25 (good ≤£1, poor ≥£4) · 20% weight
ad waste90
£49 of £516 spend on 0-attribution keywords · 20% weight

Trend — improvement over time

Trend builds as runs accumulate — this is the first data point.

£516.36
ASA spend
30d · iOS
229
Installs
CPI £2.25
£0.21
Blended CAC
spend / new custs
2,416
New customers
all platforms
803
Active subs
$1,566
MRR
$3,324
Revenue (28d)
4.6%
Paywall conv.
iOS, trial+buy/shown

Apple Search Ads — performance (iOS)

Spend trend

latest 31.13

Installs trend

latest 14.00

Campaigns

CampaignSpendInstallsCPITTR
NIV Bible - United States£422.82185£2.294.2%
Bible US · Intent£69.5434£2.054.7%
Bible US · Generic (capped)£17.017£2.433.1%
Launch campaign£5.802£2.901.6%
Translation£1.181£1.189.1%

By country

CountrySpendInstallsCPI
US£516.36229£2.25

Top keywords (attribution: 85 ASA-attributed customers since 2026-05-26)

KeywordCampaignSpendInstCPIAttrPay£/attr
holy bible app [BROAD]NIV Bible - United States£43.0522£1.96150£2.87
bible reading plan [BROAD]Bible US · Intent£43.0323£1.87180£2.39
chat bible [BROAD]NIV Bible - United States£22.9411£2.0910£22.94
bible chat [BROAD]NIV Bible - United States£20.278£2.5310£20.27
daily bible study [BROAD]NIV Bible - United States£19.309£2.1420£9.65
study bible [BROAD]NIV Bible - United States£18.6911£1.7020£9.34
holy bible app [BROAD]NIV Bible - United States£18.053£6.0220£9.03
audio bible [BROAD]Bible US · Intent£16.647£2.3860£2.77
bible verse widget [BROAD]NIV Bible - United States£15.685£3.1410£15.68
bible study app [BROAD]NIV Bible - United States£13.355£2.6700—
daily bible verse widget [BROAD]NIV Bible - United States£13.038£1.6300—
ask bible questions [BROAD]NIV Bible - United States£12.058£1.5100—
holy bible [EXACT]NIV Bible - United States£11.753£3.9230£3.92
bible verse of the day [BROAD]NIV Bible - United States£11.263£3.7530£3.75
bible widget [BROAD]NIV Bible - United States£11.045£2.2120£5.52
bible ai [BROAD]NIV Bible - United States£11.013£3.6700—
bible reading plan [BROAD]NIV Bible - United States£10.106£1.6810£10.10
holy bible app [BROAD]Bible US · Generic (capped)£9.373£3.1230£3.12
chat bible [BROAD]NIV Bible - United States£9.221£9.2210£9.22
bible widget [BROAD]Bible US · Intent£8.974£2.2440£2.24
bible chat [BROAD]NIV Bible - United States£7.782£3.8920£3.89
holy bible [EXACT]Bible US · Generic (capped)£5.853£1.9520£2.92
prayer [BROAD]Launch campaign£5.082£2.5400—
daily bible verse [BROAD]NIV Bible - United States£4.231£4.2310£4.23
ask bible questions [BROAD]NIV Bible - United States£3.830—00—

Onboarding funnel & drop-out (iOS)

onboarding_screen_viewed (production)

1. welcome
849 (100%)
2. intent
682 (80%) -20%
3. translation
677 (80%) -1%
4. font
660 (78%) -3%
5. reminder
655 (77%) -1%
6. ai
655 (77%) +0%
7. socialProof
652 (77%) -0%
8. paywall
651 (77%) -0%

651/849 reach the last step (77%). Biggest single drop highlighted.

Paywall outcomes

844
Shown
8
Trial
31
Purchase
357
Dismissed
12
Unavailable
10
Already premium

Paywall conversion (trial+purchase / shown): 4.6%

Drop-out by location

CountryUsersReach paywallConvertedConv.
United States1,00936%174.7%
Philippines9455%23.8%
Canada8334%310.7%
United Kingdom8127%731.8%
South Africa7336%00.0%
Australia7053%410.8%
France4243%00.0%
Nigeria3543%00.0%
Ghana3330%00.0%
Germany2952%16.7%
Brazil2962%15.6%
Netherlands2864%15.6%

Apple Search Ads slice (GA-attributed, by campaign)

CampaignUsersPW shownPurchasedTrial
161044737237401
2144095781181600
16943247423000
21440987333200
15780761851000
21427942841000
17206943481000

Revenue & subscriptions — by platform

iOS

422
New customers
last 30d
11,603
Active customers
4
Started
trial+paid · 0.9%
2
Paid
0.5% of new
$50
Cohort revenue
1 · 10.0
On latest

Versions: 8.3.4 197 · 8.3.3 125 · 9.02 48 · 9.01 35 · 9 9 · 8.3.1 3

macOS

2,254
New customers
last 30d
32,701
Active customers
95
Started
trial+paid · 4.2%
33
Paid
1.5% of new
$846
Cohort revenue
280 · 9.92
On latest

Versions: 9.7 1131 · 9.6 434 · 9.91 358 · 9.92 280 · 8.3.1 22 · 9.9 12

Onboarding funnel & drop-out are not instrumented on macOS — Firebase Analytics does not export Mac events to BigQuery. Metrics here are from RevenueCat (revenue is USD lifetime for the window cohort).

Active trials & maturation

26
Active (will renew)
33
Cancelled
44%
Still active
$650
Expected revenue

When active trials convert (expected revenue by day)

2026-06-19
$25 · 1 trial
2026-06-20
$125 · 5 trials
2026-06-21
$125 · 5 trials
2026-06-22
$150 · 6 trials
2026-06-23
$125 · 5 trials
2026-06-24
$25 · 1 trial
2026-06-25
$50 · 2 trials
2026-06-26
$25 · 1 trial

Expected revenue = each maturing trial’s product price (learned from converted subs). RevenueCat reports 69 trials in total; of the ones we resolved, 26 are still active and 33 are already cancelled.

RevenueCat experiments

49.99 vs 29.99 Liftetime

VariantEnrolledStartedStart ratePaidConv.Revenue
Variant A2322611.2%00.0%$0
Variant B2352611.1%00.0%$0

Winner highlighted on trial-start rate (no paid conversions yet — trials still maturing).

iOS Default 7 Day Selected

VariantEnrolledStartedStart ratePaidConv.Revenue
Variant A4100.0%00.0%$0
Variant B4012.5%00.0%$0

Winner highlighted on trial-start rate (no paid conversions yet — trials still maturing).

Recommendations — ad optimization

Blended CAC £0.21 · median keyword CPI £2.31 · 803 active subs · MRR $1,566.

Pause 4

  • Pause · ask bible questions [BROAD] (NIV Bible - United States)
    Spending with zero attributed customers since the attribution build shipped — reallocate the budget.
    £12.05 spent · 8 installs · 0 attributed · 0 paying
  • Pause · bible ai [BROAD] (NIV Bible - United States)
    Spending with zero attributed customers since the attribution build shipped — reallocate the budget.
    £11.01 spent · 3 installs · 0 attributed · 0 paying
  • Pause · bible study app [BROAD] (NIV Bible - United States)
    Spending with zero attributed customers since the attribution build shipped — reallocate the budget.
    £13.35 spent · 5 installs · 0 attributed · 0 paying
  • Pause · daily bible verse widget [BROAD] (NIV Bible - United States)
    Spending with zero attributed customers since the attribution build shipped — reallocate the budget.
    £13.03 spent · 8 installs · 0 attributed · 0 paying

Scale 4

  • Scale (raise bid / budget) · audio bible [BROAD] (Bible US · Intent)
    Proven at £2.77/attributed customer — raise the bid ~20% (£0.85→£1.02) and lift the cap to capture more of this term.
    £16.64 spent · 7 installs · 6 attributed · 0 paying
  • Scale (raise bid / budget) · bible reading plan [BROAD] (Bible US · Intent)
    Proven at £2.39/attributed customer — raise the bid ~20% (£0.90→£1.08) and lift the cap to capture more of this term.
    £43.03 spent · 23 installs · 18 attributed · 0 paying
  • Scale (raise bid / budget) · bible widget [BROAD] (Bible US · Intent)
    Proven at £2.24/attributed customer — raise the bid ~20% (£0.90→£1.08) and lift the cap to capture more of this term.
    £8.97 spent · 4 installs · 4 attributed · 0 paying
  • Scale (raise bid / budget) · holy bible app [BROAD] (NIV Bible - United States)
    Proven at £2.87/attributed customer — raise the bid ~20% (£1.64→£1.97) and lift the cap to capture more of this term.
    £43.05 spent · 22 installs · 15 attributed · 0 paying

Harvest search terms 10

  • Harvest search terms · audio bible [BROAD] (Bible US · Intent)
    Driving installs on BROAD — pull the Search Terms report, add the converting queries as EXACT, and add the wasteful ones as negatives.
    £16.64 spent · 7 installs · 6 attributed · 0 paying
  • Harvest search terms · bible chat [BROAD] (NIV Bible - United States)
    Driving installs on BROAD — pull the Search Terms report, add the converting queries as EXACT, and add the wasteful ones as negatives.
    £20.27 spent · 8 installs · 1 attributed · 0 paying
  • Harvest search terms · bible reading plan [BROAD] (Bible US · Intent)
    Driving installs on BROAD — pull the Search Terms report, add the converting queries as EXACT, and add the wasteful ones as negatives.
    £43.03 spent · 23 installs · 18 attributed · 0 paying
  • Harvest search terms · bible reading plan [BROAD] (NIV Bible - United States)
    Driving installs on BROAD — pull the Search Terms report, add the converting queries as EXACT, and add the wasteful ones as negatives.
    £10.10 spent · 6 installs · 1 attributed · 0 paying
  • Harvest search terms · bible verse widget [BROAD] (NIV Bible - United States)
    Driving installs on BROAD — pull the Search Terms report, add the converting queries as EXACT, and add the wasteful ones as negatives.
    £15.68 spent · 5 installs · 1 attributed · 0 paying
  • Harvest search terms · bible widget [BROAD] (NIV Bible - United States)
    Driving installs on BROAD — pull the Search Terms report, add the converting queries as EXACT, and add the wasteful ones as negatives.
    £11.04 spent · 5 installs · 2 attributed · 0 paying
  • Harvest search terms · chat bible [BROAD] (NIV Bible - United States)
    Driving installs on BROAD — pull the Search Terms report, add the converting queries as EXACT, and add the wasteful ones as negatives.
    £22.94 spent · 11 installs · 1 attributed · 0 paying
  • Harvest search terms · daily bible study [BROAD] (NIV Bible - United States)
    Driving installs on BROAD — pull the Search Terms report, add the converting queries as EXACT, and add the wasteful ones as negatives.
    £19.30 spent · 9 installs · 2 attributed · 0 paying
  • Harvest search terms · holy bible app [BROAD] (NIV Bible - United States)
    Driving installs on BROAD — pull the Search Terms report, add the converting queries as EXACT, and add the wasteful ones as negatives.
    £43.05 spent · 22 installs · 15 attributed · 0 paying
  • Harvest search terms · study bible [BROAD] (NIV Bible - United States)
    Driving installs on BROAD — pull the Search Terms report, add the converting queries as EXACT, and add the wasteful ones as negatives.
    £18.69 spent · 11 installs · 2 attributed · 0 paying

Raise bid to serve 10

  • Raise bid to serve · audio bible app [EXACT] (Bible US · Intent)
    Only 1 impressions — bid below the auction floor; raise ~30% (£1.00→£1.30) or drop the keyword.
    £0.00 spent · 0 installs · 0 attributed · 0 paying
  • Raise bid to serve · bible [BROAD] (Launch campaign)
    Only 10 impressions — bid below the auction floor; raise ~30% (£0.80→£1.04) or drop the keyword.
    £0.00 spent · 0 installs · 0 attributed · 0 paying
  • Raise bid to serve · bible ai [EXACT] (Bible US · Intent)
    Only 1 impressions — bid below the auction floor; raise ~30% (£1.00→£1.30) or drop the keyword.
    £0.00 spent · 0 installs · 0 attributed · 0 paying
  • Raise bid to serve · bible chat [EXACT] (Bible US · Intent)
    Only 3 impressions — bid below the auction floor; raise ~30% (£1.00→£1.30) or drop the keyword.
    £0.00 spent · 0 installs · 0 attributed · 0 paying
  • Raise bid to serve · bible chat [EXACT] (NIV Bible - United States)
    Only 6 impressions — bid below the auction floor; raise ~30% (£1.64→£2.13) or drop the keyword.
    £0.00 spent · 0 installs · 0 attributed · 0 paying
  • Raise bid to serve · bible study app [EXACT] (Bible US · Intent)
    Only 5 impressions — bid below the auction floor; raise ~30% (£1.00→£1.30) or drop the keyword.
    £0.00 spent · 0 installs · 0 attributed · 0 paying
  • Raise bid to serve · new international version [EXACT] (Bible US · Intent)
    Only 2 impressions — bid below the auction floor; raise ~30% (£0.95→£1.23) or drop the keyword.
    £0.00 spent · 0 installs · 0 attributed · 0 paying
  • Raise bid to serve · niv bible [EXACT] (Bible US · Intent)
    Only 16 impressions — bid below the auction floor; raise ~30% (£1.20→£1.56) or drop the keyword.
    £0.91 spent · 0 installs · 0 attributed · 0 paying
  • Raise bid to serve · niv bible app [EXACT] (Bible US · Intent)
    Only 1 impressions — bid below the auction floor; raise ~30% (£1.15→£1.49) or drop the keyword.
    £0.00 spent · 0 installs · 0 attributed · 0 paying
  • Raise bid to serve · translate [BROAD] (Translation)
    Only 6 impressions — bid below the auction floor; raise ~30% (£0.00→£0.00) or drop the keyword.
    £0.00 spent · 0 installs · 0 attributed · 0 paying

Experiments 2

  • Keep running · 49.99 vs 29.99 Liftetime
    Comparing on trial-start rate; not decision-grade yet (need ≳100 enrolled per arm and a clear gap, and trials still maturing toward paid conversion).
    A 11.2% vs B 11.1% (trial-start rate)
  • Keep running · iOS Default 7 Day Selected
    Comparing on trial-start rate; not decision-grade yet (need ≳100 enrolled per arm and a clear gap, and trials still maturing toward paid conversion).
    B 2.5% vs A 0.0% (trial-start rate)