Bible — Performance & Ads Analysis

iOS + macOS · window 2026-06-13 → 2026-07-13 (30 days)
Generated 2026-07-13 06:57
$81.81≈£60.95revenue yesterday (2026-07-12 · 4 tx · tx-dated, London)(est. $24.99 maturing today · 1 trial)
July 2026: $984.66 so far (12 of 31 days complete) · on pace for $2,492.06 ≈£1,857 (MTD ÷ 12 × 31 — firms up through the month)
74
/100
Good
Health score — 100 green (all good) to 0 red (needs action). Weighted from the five drivers below.
paywall62
iOS paywall conversion 5.0% (target ≥8%) · 25% weight
funnel84
88% finish onboarding · 15% weight
trials64
37/96 trials still active (39% not cancelled) · 20% weight
ad eff63
CPI £2.11 (good ≤£1, poor ≥£4) · 20% weight
ad waste100
£0 of £160 spend on 0-attribution keywords · 20% weight

Realized revenue — daily

Realized revenue by day transaction-dated · Europe/London · the basis the RevenueCat dashboard uses

2026-07-05
$88.35 · 5 tx · 47 new
2026-07-06
$55.96 · 2 tx · lifetime $49.99 · 65 new
2026-07-07
$165.84 · 8 tx · 91 new
2026-07-08
$0.00 · 0 tx · 81 new
2026-07-09
$104.71 · 5 tx · 87 new
2026-07-10
$54.65 · 3 tx · lifetime $8.38 · 72 new
2026-07-11
$105.31 · 5 tx · 73 new
2026-07-12
$81.81 · 4 tx · lifetime $15.59 · 68 new
2026-07-13 (today so far)
$19.99 · 1 tx · 24 new

7-day average: $81.18 ≈£60.48 per day

Transactions 2026-07-12 — 4 · $81.81 ≈£60.95

Acquisition that day: 68 new customers (Mac 64 · iOS 4).

ProductTypePlatformCountryCustomer sinceUSD
Yearly subscriptionfirst paymentMacDE2026-07-05 (new)$26.24
Yearly subscriptionfirst paymentMacUS2026-06-18 (24d)$19.99
Yearly subscriptionfirst paymentMacUS2026-07-05 (new)$19.99
Lifetime OfferlifetimeMacBR2026-07-10 (new)$15.59

Subscriptions are dated by when the paid period started (a trial converting shows on its conversion day, renewals on the renewal day); one-time purchases by purchase time. Reconciliation: reconstructed last-28-day revenue $2,347.74 = 93% of RevenueCat’s reported $2,525.00 — the gap is renewals from customers inactive >35 days, which the API can’t list per-day.

Trend — improvement over time

Score over time ▼ -1

latest 74.00
25 runs tracked

Since last run

Score
74 -1
Rev yesterday
$81.81 $-23.50
Rev 7d
$568 +$3
Month est
$2,492 +$32
Paywall conv
5.0% -0.2%
CPI
£2.11 £0.00
Active trials
37 -1
MRR
$1,654 +$7
£160.25
ASA spend
30d · iOS
76
Installs
CPI £2.11
£0.08
Blended CAC
spend / new custs
1,967
New customers
28d · all platforms
855
Active subs
now
$1,654
MRR
$2,525
Revenue (28d)
RC-reported
5.0%
Paywall conv.
iOS, trial+buy/shown

Apple Search Ads — performance (iOS)

Spend trend

latest 0.00

Installs trend

latest 0.00

Campaigns

CampaignSpendInstallsCPITTR
Bible US · Intent£128.0662£2.074.2%
Bible US · Generic (capped)£28.8611£2.622.8%
Bible CA · Intent£1.893£0.633.5%
Bible AU · Intent£1.450—3.7%

By country

CountrySpendInstallsCPI
US£156.9173£2.15
CA£1.893£0.63
AU£1.450—

Top keywords (attribution: 127 ASA-attributed customers since 2026-05-26 · click a column to sort)

KeywordCampaignSpendInstCPIAttrPay£/attrRevenueROAS
bible reading plan [BROAD]Bible US · Intent£61.6932£1.93270£2.28$00.00×
audio bible [BROAD]Bible US · Intent£20.368£2.5470£2.91$00.00×
bible widget [BROAD]Bible US · Intent£19.7710£1.9880£2.47$00.00×
niv bible [EXACT]Bible US · Intent£18.5911£1.69110£1.69$00.00×
holy bible app [BROAD]Bible US · Generic (capped)£12.693£4.2330£4.23$00.00×
holy bible [EXACT]Bible US · Generic (capped)£10.655£2.1340£2.66$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×
bible reading plan [BROAD]Bible CA · Intent£1.492£0.7420£0.74$00.00×
niv [EXACT]Bible US · Intent£0.960—00—$00.00×
audio bible app [EXACT]Bible US · Intent£0.890—00—$00.00×
audio bible [BROAD]Bible AU · Intent£0.790—00—$00.00×
audio bible [BROAD]Bible CA · Intent£0.401£0.4010£0.40$00.00×
bible reading plan [BROAD]Bible AU · Intent£0.400—00—$00.00×
bible widget [BROAD]Bible AU · Intent£0.260—00—$00.00×
bible widget [EXACT]Bible US · Intent£0.000—00—$00.00×
bible verse widget [EXACT]Bible US · Intent£0.000—00—$00.00×
niv bible app [EXACT]Bible US · Intent£0.000—00—$00.00×
niv study bible [EXACT]Bible US · Intent£0.000—00—$00.00×
new international version [EXACT]Bible US · Intent£0.000—00—$00.00×
bible ai [EXACT]Bible US · Intent£0.000—00—$00.00×
ai bible [EXACT]Bible US · Intent£0.000—00—$00.00×
ask the bible [EXACT]Bible US · Intent£0.000—00—$00.00×
bible study app [EXACT]Bible US · Intent£0.000—00—$00.00×
audio bible [EXACT]Bible US · Intent£0.000—00—$00.00×

Onboarding funnel & drop-out (iOS)

onboarding_screen_viewed (production)

1. welcome
2,391 (100%)
2. intent
1,807 (76%) -24%
3. translation
1,770 (74%) -2%
4. font
1,724 (72%) -3%
5. reminder
1,710 (72%) -1%
6. ai
1,709 (71%) -0%
7. socialProof
1,703 (71%) -0%
8. paywall
2,098 (88%) +23%

2,098/2,391 reach the last step (88%). Biggest single drop highlighted.

Paywall outcomes

2,383
Shown
6
Trial
113
Purchase
704
Dismissed
214
Unavailable
28
Already premium

Paywall conversion (trial+purchase / shown): 5.0%

Drop-out by location

CountryUsersReach paywallConvertedConv.
United States2,03250%585.7%
Philippines20164%86.2%
Canada16152%89.6%
United Kingdom15736%58.8%
South Africa14046%23.1%
Australia13761%910.8%
France11668%33.8%
Brazil8876%69.0%
Ghana8143%12.9%
Germany8055%12.3%
Mexico7276%11.8%
Nigeria7037%00.0%

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

CampaignUsersPW shownPurchasedTrial
161044737284200
2144095781522400
214409873310400
16943247426000
21427942844000
21441202303000
18071397481000
17206943481000
15780761851000

Revenue & subscriptions — by platform

iOS

249
New customers
last 30d
11,781
Active customers
5
Started
trial+paid · 2.0%
5
Paid
2.0% of new
$183
Cohort revenue
incl. $133 lifetime
36 · 10.2
On latest

Versions: 10.1 88 · 10.0 61 · 10.2 36 · 9.02 28 · 9.01 22 · 8.3.4 6

macOS

1,959
New customers
last 30d
34,179
Active customers
168
Started
trial+paid · 8.6%
72
Paid
3.7% of new
$1,727
Cohort revenue
incl. $353 lifetime
379 · 10.2
On latest

Versions: 10.1 913 · 10.2 379 · 9.91 264 · 10.0 216 · 9.92 141 · 8.3.1 19

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

37
Active (will renew)
59
Cancelled
39%
Still active
$906
Expected revenue

When active trials convert (expected revenue by day)

2026-06-29
$25 · 1 trial
2026-07-13
$25 · 1 trial
2026-07-14
$200 · 8 trials
2026-07-15
$100 · 4 trials
2026-07-16
$200 · 8 trials
2026-07-17
$66 · 3 trials
2026-07-18
$150 · 6 trials
2026-07-19
$116 · 5 trials
2026-07-20
$25 · 1 trial

Expected revenue = each maturing trial’s product price (learned from converted subs). RevenueCat reports 98 trials in total; of the ones we resolved, 37 are still active and 59 are already cancelled.

RevenueCat experiments

50% Price Increase Test

VariantEnrolledStartedStart ratePaidConv.Revenue
Variant A1042524.0%21.9%$24
Variant B9088.9%00.0%$0

Winner highlighted on paid conversion.

Recommendations — ad optimization

Blended CAC £0.08 · median keyword CPI £1.95 · 855 active subs · MRR $1,654.

Lower bid 6

  • 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, 27 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 · 27 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Lower bid (unprofitable) · bible widget [BROAD] (Bible US · Intent)
    £19.77 spent, 8 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 · 8 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 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) · 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 3

  • 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 · 27 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 · 8 attributed · 0 paying · $0.00 rev · 0.00× ROAS

Raise bid to serve 15

  • 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 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 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

Experiments 1

  • Keep running · 50% Price Increase Test
    Comparing on paid conversion; not decision-grade yet (need ≳100 enrolled per arm and a clear gap).
    A 1.9% vs B 0.0% (paid conversion)