Bible — Performance & Ads Analysis

iOS + macOS · window 2026-06-07 → 2026-07-07 (30 days)
Generated 2026-07-07 07:38
$50.98≈£38.20revenue yesterday (2026-07-06 · 2 tx · tx-dated, London)(est. $74.97 maturing today · 3 trials)
July 2026: $550.66 so far (6 of 31 days complete) · on pace for $2,285.68 ≈£1,713 (MTD ÷ 6 × 31 — firms up through the month)
76
/100
Good
Health score — 100 green (all good) to 0 red (needs action). Weighted from the five drivers below.
paywall55
iOS paywall conversion 4.4% (target ≥8%) · 25% weight
funnel82
87% finish onboarding · 15% weight
trials85
35/69 trials still active (51% 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

2026-06-29
$60.66 · 3 tx · 58 new
2026-06-30
$87.20 · 5 tx · 70 new
2026-07-01
$91.21 · 4 tx · 67 new
2026-07-02
$167.08 · 8 tx · 67 new
2026-07-03
$49.75 · 2 tx · 64 new
2026-07-04
$0.00 · 0 tx · 53 new
2026-07-05
$83.37 · 5 tx · 47 new
2026-07-06
$50.98 · 2 tx · lifetime $49.99 · 65 new
2026-07-07 (today so far)
$108.27 · 5 tx · 38 new

7-day average: $75.66 ≈£56.69 per day

Transactions 2026-07-06 — 2 · $50.98 ≈£38.20

Acquisition that day: 65 new customers (Mac 61 · iOS 4).

ProductTypePlatformCountryCustomer sinceUSD
Bible Premium Lifetime $49.99 TestlifetimeMacUS2026-07-06 (new)$49.99
Premium MonthlyrenewalMacPT2024-09-03 (671d)$0.99

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 $2,514.36 = 91% of RevenueCat’s reported $2,763.00 — the gap is renewals from customers inactive >35 days, which the API can’t list per-day.

Trend — improvement over time

Score over time ■ +0

latest 76.00
19 runs tracked

Since last run

Score
76 0
Rev yesterday
$50.98 $-12.40
Rev 7d
$530 +$10
Month est
$2,286 $-17
Paywall conv
4.4% +0.0%
CPI
£2.11 £-0.02
Active trials
35 -3
MRR
$1,627 +$11
£160.25
ASA spend
30d · iOS
76
Installs
CPI £2.11
£0.08
Blended CAC
spend / new custs
1,985
New customers
28d · all platforms
840
Active subs
now
$1,627
MRR
$2,763
Revenue (28d)
RC-reported
4.4%
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: 122 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×
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]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
2,078 (100%)
2. intent
1,628 (78%) -22%
3. translation
1,603 (77%) -2%
4. font
1,560 (75%) -3%
5. reminder
1,547 (74%) -1%
6. ai
1,547 (74%) +0%
7. socialProof
1,543 (74%) -0%
8. paywall
1,809 (87%) +17%

1,809/2,078 reach the last step (87%). Biggest single drop highlighted.

Paywall outcomes

2,090
Shown
8
Trial
84
Purchase
677
Dismissed
169
Unavailable
24
Already premium

Paywall conversion (trial+purchase / shown): 4.4%

Drop-out by location

CountryUsersReach paywallConvertedConv.
United States1,84248%465.2%
Philippines17765%76.1%
Canada15251%79.0%
United Kingdom14434%714.3%
Australia12656%68.5%
South Africa12546%11.8%
France9963%23.2%
Brazil7374%47.4%
Germany7257%12.4%
Ghana6942%00.0%
Nigeria5939%00.0%
Mexico5682%12.2%

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

CampaignUsersPW shownPurchasedTrial
161044737278501
2144095781492400
214409873310400
16943247425000
21427942844000
21441202303000
15780761851000
17206943481000
18071397481000

Revenue & subscriptions — by platform

iOS

259
New customers
last 30d
11,732
Active customers
6
Started
trial+paid · 2.3%
4
Paid
1.5% of new
$125
Cohort revenue
incl. $100 lifetime
77 · 10.1
On latest

Versions: 10.1 77 · 10.0 66 · 8.3.4 47 · 9.02 30 · 9.01 26 · 9 9

macOS

2,028
New customers
last 30d
33,772
Active customers
136
Started
trial+paid · 6.7%
70
Paid
3.5% of new
$1,853
Cohort revenue
incl. $681 lifetime
928 · 10.1
On latest

Versions: 10.1 928 · 9.7 398 · 9.91 284 · 10.0 222 · 9.92 149 · 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

35
Active (will renew)
34
Cancelled
51%
Still active
$875
Expected revenue

When active trials convert (expected revenue by day)

2026-06-29
$50 · 2 trials
2026-07-07
$75 · 3 trials
2026-07-08
$25 · 1 trial
2026-07-09
$150 · 6 trials
2026-07-10
$100 · 4 trials
2026-07-11
$125 · 5 trials
2026-07-12
$125 · 5 trials
2026-07-13
$75 · 3 trials
2026-07-14
$150 · 6 trials

Expected revenue = each maturing trial’s product price (learned from converted subs). RevenueCat reports 70 trials in total; of the ones we resolved, 35 are still active and 34 are already cancelled.

RevenueCat experiments

Existing paywall vs Gemini Recs - June 25

VariantEnrolledStartedStart ratePaidConv.Revenue
Variant A77110013.0%668.6%$2,440
Variant B8049311.6%698.6%$2,458

Winner highlighted on paid conversion.

Recommendations — ad optimization

Blended CAC £0.08 · median keyword CPI £1.95 · 840 active subs · MRR $1,627.

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, 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 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) · 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 · 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

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 · Existing paywall vs Gemini Recs - June 25
    Comparing on paid conversion; not decision-grade yet (need ≳100 enrolled per arm and a clear gap).
    B 8.6% vs A 8.6% (paid conversion)