Bible — Performance & Ads Analysis

iOS + macOS · window 2026-05-30 → 2026-06-29 (30 days)
Generated 2026-06-29 05:41
$49.99revenue yesterday (2026-06-28)(est. $99.96 maturing today · 4 trials)
71
/100
Good
Health score — 100 green (all good) to 0 red (needs action). Weighted from the five drivers below.
paywall56
iOS paywall conversion 4.5% (target ≥8%) · 25% weight
funnel74
83% finish onboarding · 15% weight
trials78
29/62 trials still active (47% not cancelled) · 20% weight
ad eff52
CPI £2.44 (good ≤£1, poor ≥£4) · 20% weight
ad waste100
£0 of £302 spend on 0-attribution keywords · 20% weight

Trend — improvement over time

Score over time ▼ -4

latest 71.00
11 runs tracked

Since last run

Score
71 -4
Paywall conv
4.5% -0.0%
CPI
£2.44 +£0.04
Active trials
29 -7
MRR
$1,582 +$6
£302.00
ASA spend
30d · iOS
124
Installs
CPI £2.44
£0.13
Blended CAC
spend / new custs
2,258
New customers
all platforms
815
Active subs
$1,582
MRR
$3,111
Revenue (28d)
4.5%
Paywall conv.
iOS, trial+buy/shown

Apple Search Ads — performance (iOS)

Spend trend

latest 0.00

Installs trend

latest 0.00

Campaigns

CampaignSpendInstallsCPITTR
NIV Bible - United States£134.7645£2.994.5%
Bible US · Intent£128.0662£2.074.2%
Bible US · Generic (capped)£28.8611£2.622.8%
Launch campaign£5.802£2.901.6%
Bible CA · Intent£1.893£0.633.5%
Bible AU · Intent£1.450—3.7%
Translation£1.181£1.189.1%

By country

CountrySpendInstallsCPI
US£298.66121£2.47
CA£1.893£0.63
AU£1.450—

Top keywords (attribution: 121 ASA-attributed customers since 2026-05-26 · click a column to sort)

KeywordCampaignSpendInstCPIAttrPay£/attrRevenueROAS
bible reading plan [BROAD]Bible US · Intent£61.6932£1.93250£2.47$00.00×
holy bible app [BROAD]NIV Bible - United States£30.0311£2.73151£2.00$250.62×
audio bible [BROAD]Bible US · Intent£20.368£2.5470£2.91$00.00×
bible widget [BROAD]Bible US · Intent£19.7710£1.9870£2.82$00.00×
niv bible [EXACT]Bible US · Intent£18.5911£1.69110£1.69$00.00×
holy bible app [BROAD]NIV Bible - United States£18.053£6.0220£9.03$00.00×
holy bible app [BROAD]Bible US · Generic (capped)£12.693£4.2330£4.23$00.00×
holy bible [EXACT]NIV Bible - United States£11.753£3.9230£3.92$00.00×
bible verse of the day [BROAD]NIV Bible - United States£11.263£3.7530£3.75$00.00×
holy bible [EXACT]Bible US · Generic (capped)£10.655£2.1340£2.66$00.00×
chat bible [BROAD]NIV Bible - United States£9.221£9.2210£9.22$00.00×
bible chat [BROAD]NIV Bible - United States£7.782£3.8920£3.89$00.00×
bible chat [EXACT]Bible US · Intent£5.821£5.8210£5.82$00.00×
bible [EXACT]Bible US · Generic (capped)£5.523£1.8430£1.84$00.00×
daily bible study [BROAD]NIV Bible - United States£5.253£1.7520£2.63$00.00×
prayer [BROAD]Launch campaign£5.082£2.5400—$00.00×
bible widget [BROAD]NIV Bible - United States£4.932£2.4720£2.47$00.00×
ask bible questions [BROAD]NIV Bible - United States£3.830—00—$00.00×
bible verse of of the day [BROAD]NIV Bible - United States£3.040—00—$00.00×
study bible [BROAD]NIV Bible - United States£2.992£1.4920£1.49$00.00×
bible ai [BROAD]NIV Bible - United States£2.410—00—$00.00×
bible chat [BROAD]NIV Bible - United States£1.831£1.8311£1.83$3012.13×
daily bible verse [BROAD]NIV Bible - United States£1.581£1.5810£1.58$00.00×
study bible [EXACT]NIV Bible - United States£1.550—00—$00.00×
bible reading plan [BROAD]Bible CA · Intent£1.492£0.7420£0.74$00.00×

Onboarding funnel & drop-out (iOS)

onboarding_screen_viewed (production)

1. welcome
1,549 (100%)
2. intent
1,250 (81%) -19%
3. translation
1,229 (79%) -2%
4. font
1,193 (77%) -3%
5. reminder
1,182 (76%) -1%
6. ai
1,182 (76%) +0%
7. socialProof
1,179 (76%) -0%
8. paywall
1,293 (83%) +10%

1,293/1,549 reach the last step (83%). Biggest single drop highlighted.

Paywall outcomes

1,548
Shown
8
Trial
61
Purchase
566
Dismissed
131
Unavailable
22
Already premium

Paywall conversion (trial+purchase / shown): 4.5%

Drop-out by location

CountryUsersReach paywallConvertedConv.
United States1,53343%314.7%
Philippines14964%77.3%
Canada12646%610.3%
United Kingdom12229%720.0%
Australia10853%47.0%
South Africa10242%12.3%
France7552%00.0%
Germany5756%13.1%
Ghana5636%00.0%
Nigeria5038%00.0%
Brazil4867%412.5%
Netherlands4267%13.6%

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

CampaignUsersPW shownPurchasedTrial
161044737268501
2144095781492400
214409873310400
16943247424000
21441202303000
21427942843000
18071397481000
15780761851000
17206943481000

Revenue & subscriptions — by platform

iOS

325
New customers
last 30d
11,703
Active customers
10
Started
trial+paid · 3.1%
9
Paid
2.8% of new
$267
Cohort revenue
incl. $192 lifetime
26 · 10.1
On latest

Versions: 8.3.4 132 · 10.0 91 · 9.02 36 · 9.01 27 · 10.1 26 · 9 9

macOS

2,173
New customers
last 30d
33,292
Active customers
141
Started
trial+paid · 6.5%
71
Paid
3.3% of new
$2,010
Cohort revenue
incl. $1,086 lifetime
481 · 10.1
On latest

Versions: 9.7 916 · 10.1 481 · 9.91 300 · 10.0 256 · 9.92 163 · 8.3.1 21

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

29
Active (will renew)
33
Cancelled
47%
Still active
$725
Expected revenue

When active trials convert (expected revenue by day)

2026-06-29
$100 · 4 trials
2026-06-30
$125 · 5 trials
2026-07-01
$100 · 4 trials
2026-07-02
$175 · 7 trials
2026-07-03
$100 · 4 trials
2026-07-04
$25 · 1 trial
2026-07-05
$100 · 4 trials

Expected revenue = each maturing trial’s product price (learned from converted subs). RevenueCat reports 71 trials in total; of the ones we resolved, 29 are still active and 33 are already cancelled.

RevenueCat experiments

Existing paywall vs Gemini Recs - June 25

VariantEnrolledStartedStart ratePaidConv.Revenue
Variant A3144414.0%3310.5%$1,512
Variant B3164413.9%268.2%$1,263

Winner highlighted on paid conversion.

Recommendations — ad optimization

Blended CAC £0.13 · median keyword CPI £1.98 · 815 active subs · MRR $1,582.

Scale 1

  • Scale (raise bid / budget) · bible chat [BROAD] (NIV Bible - United States)
    Profitable at 12.13× ROAS ($29.99 on £1.83) — raise the bid ~20% (£1.97→£2.36) to capture more.
    £1.83 spent · 1 installs · 1 attributed · 1 paying · $29.99 rev · 12.13× ROAS

Lower bid 10

  • Lower bid (unprofitable) · audio bible [BROAD] (Bible US · Intent)
    £20.36 spent, 7 attributed, only $0.00 revenue (0.00× ROAS) — cut the bid 25% (£0.64→£0.48) until it proves out.
    £20.36 spent · 8 installs · 7 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Lower bid (unprofitable) · bible reading plan [BROAD] (Bible US · Intent)
    £61.69 spent, 25 attributed, only $0.00 revenue (0.00× ROAS) — cut the bid 25% (£0.68→£0.51) until it proves out.
    £61.69 spent · 32 installs · 25 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Lower bid (unprofitable) · bible verse of the day [BROAD] (NIV Bible - United States)
    £11.26 spent, 3 attributed, only $0.00 revenue (0.00× ROAS) — cut the bid 25% (£1.50→£1.12) until it proves out.
    £11.26 spent · 3 installs · 3 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Lower bid (unprofitable) · bible widget [BROAD] (Bible US · Intent)
    £19.77 spent, 7 attributed, only $0.00 revenue (0.00× ROAS) — cut the bid 25% (£0.68→£0.51) until it proves out.
    £19.77 spent · 10 installs · 7 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Lower bid (unprofitable) · chat bible [BROAD] (NIV Bible - United States)
    £9.22 spent, 1 attributed, only $0.00 revenue (0.00× ROAS) — cut the bid 25% (£1.50→£1.12) until it proves out.
    £9.22 spent · 1 installs · 1 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Lower bid (unprofitable) · holy bible [EXACT] (Bible US · Generic (capped))
    £10.65 spent, 4 attributed, only $0.00 revenue (0.00× ROAS) — cut the bid 25% (£1.40→£1.05) until it proves out.
    £10.65 spent · 5 installs · 4 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Lower bid (unprofitable) · holy bible [EXACT] (NIV Bible - United States)
    £11.75 spent, 3 attributed, only $0.00 revenue (0.00× ROAS) — cut the bid 25% (£1.50→£1.12) until it proves out.
    £11.75 spent · 3 installs · 3 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Lower bid (unprofitable) · holy bible app [BROAD] (Bible US · Generic (capped))
    £12.69 spent, 3 attributed, only $0.00 revenue (0.00× ROAS) — cut the bid 25% (£0.83→£0.62) until it proves out.
    £12.69 spent · 3 installs · 3 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Lower bid (unprofitable) · holy bible app [BROAD] (NIV Bible - United States)
    £18.05 spent, 2 attributed, only $0.00 revenue (0.00× ROAS) — cut the bid 25% (£1.50→£1.12) until it proves out.
    £18.05 spent · 3 installs · 2 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Lower bid (unprofitable) · niv bible [EXACT] (Bible US · Intent)
    £18.59 spent, 11 attributed, only $0.00 revenue (0.00× ROAS) — cut the bid 25% (£1.56→£1.17) until it proves out.
    £18.59 spent · 11 installs · 11 attributed · 0 paying · $0.00 rev · 0.00× ROAS

Harvest search terms 4

  • 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.
    £20.36 spent · 8 installs · 7 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • 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.
    £61.69 spent · 32 installs · 25 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Harvest search terms · bible widget [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.
    £19.77 spent · 10 installs · 7 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • 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.
    £30.03 spent · 11 installs · 15 attributed · 1 paying · $24.99 rev · 0.62× ROAS

Raise bid to serve 19

  • Raise bid to serve · ai bible [EXACT] (Bible US · Intent)
    Only 1 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 · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · ask bible questions [BROAD] (NIV Bible - United States)
    Only 2 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 · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · ask the bible [EXACT] (Bible US · Intent)
    Only 1 impressions — bid below the auction floor; raise ~30% (£0.85→£1.10) or drop the keyword.
    £0.00 spent · 0 installs · 0 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · audio bible [EXACT] (Bible US · Intent)
    Only 1 impressions — bid below the auction floor; raise ~30% (£1.10→£1.43) or drop the keyword.
    £0.00 spent · 0 installs · 0 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · audio bible app [EXACT] (Bible US · Intent)
    Only 12 impressions — bid below the auction floor; raise ~30% (£1.30→£1.69) or drop the keyword.
    £0.89 spent · 0 installs · 0 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · bible [BROAD] (Launch campaign)
    Only 10 impressions — bid below the auction floor; raise ~30% (£1.04→£1.35) or drop the keyword.
    £0.00 spent · 0 installs · 0 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · bible [EXACT] (NIV Bible - United States)
    Only 16 impressions — bid below the auction floor; raise ~30% (£1.64→£2.13) or drop the keyword.
    £0.00 spent · 0 installs · 1 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · bible ai [EXACT] (Bible US · Intent)
    Only 4 impressions — bid below the auction floor; raise ~30% (£1.30→£1.69) or drop the keyword.
    £0.00 spent · 0 installs · 0 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · bible reading plan [BROAD] (Bible AU · Intent)
    Only 18 impressions — bid below the auction floor; raise ~30% (£0.40→£0.52) or drop the keyword.
    £0.40 spent · 0 installs · 0 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · bible study app [EXACT] (Bible US · Intent)
    Only 7 impressions — bid below the auction floor; raise ~30% (£1.30→£1.69) or drop the keyword.
    £0.00 spent · 0 installs · 0 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · bible verse widget [EXACT] (Bible AU · Intent)
    Only 1 impressions — bid below the auction floor; raise ~30% (£0.40→£0.52) or drop the keyword.
    £0.00 spent · 0 installs · 0 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · bible verse widget [EXACT] (Bible US · Intent)
    Only 2 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 · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · chat bible [EXACT] (Bible CA · Intent)
    Only 1 impressions — bid below the auction floor; raise ~30% (£0.40→£0.52) or drop the keyword.
    £0.00 spent · 0 installs · 0 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · new international version [EXACT] (Bible US · Intent)
    Only 7 impressions — bid below the auction floor; raise ~30% (£1.23→£1.60) or drop the keyword.
    £0.00 spent · 0 installs · 0 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · niv [EXACT] (Bible US · Intent)
    Only 14 impressions — bid below the auction floor; raise ~30% (£1.00→£1.30) or drop the keyword.
    £0.96 spent · 0 installs · 0 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · niv audio bible [EXACT] (Bible US · Intent)
    Only 2 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 · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · niv bible app [EXACT] (Bible US · Intent)
    Only 1 impressions — bid below the auction floor; raise ~30% (£1.49→£1.94) or drop the keyword.
    £0.00 spent · 0 installs · 0 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · niv study bible [EXACT] (Bible US · Intent)
    Only 7 impressions — bid below the auction floor; raise ~30% (£1.49→£1.94) or drop the keyword.
    £0.00 spent · 0 installs · 0 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • 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 · $0.00 rev · 0.00× ROAS

Experiments 1

  • Ship the winner · Existing paywall vs Gemini Recs - June 25
    Variant A leads on paid conversion 10.5% vs B 8.2% — promote it.
    314 vs 316 enrolled