Bible — Performance & Ads Analysis

iOS + macOS · window 2026-06-04 → 2026-07-04 (30 days)
Generated 2026-07-04 06:50
$49.75≈£37.25revenue yesterday (2026-07-03 · 2 tx · tx-dated, London)(est. $0.00 maturing today)
July 2026: $283.05 so far (3 of 31 days complete) · on pace for $2,924.85 ≈£2,190 (MTD ÷ 3 × 31 — firms up through the month)
69
/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
funnel80
86% finish onboarding · 15% weight
trials74
31/70 trials still active (44% not cancelled) · 20% weight
ad eff45
CPI £2.65 (good ≤£1, poor ≥£4) · 20% weight
ad waste100
£0 of £260 spend on 0-attribution keywords · 20% weight

Realized revenue — daily

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

2026-06-26
$45.68 · 2 tx · 67 new
2026-06-27
$91.64 · 3 tx · lifetime $49.99 · 66 new
2026-06-28
$159.13 · 6 tx · lifetime $49.99 · 72 new
2026-06-29
$60.66 · 3 tx · 58 new
2026-06-30
$87.20 · 5 tx · 70 new
2026-07-01
$66.22 · 3 tx · 67 new
2026-07-02
$167.08 · 8 tx · 67 new
2026-07-03
$49.75 · 2 tx · 64 new
2026-07-04 (today so far)
$0.00 · 0 tx · 15 new

7-day average: $97.38 ≈£72.92 per day

Transactions 2026-07-03 — 2 · $49.75 ≈£37.25

Acquisition that day: 64 new customers (Mac 60 · iOS 4).

ProductTypePlatformCountryCustomer sinceUSD
Yearly subscriptionfirst paymentMacBR2026-06-26 (new)$24.88
Yearly subscriptionfirst paymentMacBR2026-02-19 (134d)$24.87

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 $2,739.09 = 97% of RevenueCat’s reported $2,812.00 — 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 69.00
16 runs tracked

Since last run

Score
69 0
Rev yesterday
$49.75 $-185.58
Rev 7d
$682 $-64
Month est
$2,925 $-1,749
Paywall conv
4.4% -0.1%
CPI
£2.65 +£0.02
Active trials
31 +2
MRR
$1,607 $-4
£259.62
ASA spend
30d · iOS
98
Installs
CPI £2.65
£0.12
Blended CAC
spend / new custs
2,092
New customers
28d · all platforms
831
Active subs
now
$1,607
MRR
$2,812
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%
NIV Bible - United States£93.5620£4.685.0%
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%

By country

CountrySpendInstallsCPI
US£256.2895£2.70
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]NIV Bible - United States£18.053£6.0230£6.02$00.00×
holy bible app [BROAD]NIV Bible - United States£17.354£4.34151£1.16$251.07×
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×
prayer [BROAD]Launch campaign£5.082£2.5400—$00.00×
ask bible questions [BROAD]NIV Bible - United States£3.830—00—$00.00×
daily bible study [BROAD]NIV Bible - United States£3.672£1.8420£1.84$00.00×
bible widget [BROAD]NIV Bible - United States£3.131£3.1320£1.56$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£1.580—20£0.79$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×
bible reading plan [BROAD]NIV Bible - United States£1.341£1.3410£1.34$00.00×
niv [EXACT]Bible US · Intent£0.960—00—$00.00×
audio bible app [EXACT]Bible US · Intent£0.890—00—$00.00×

Onboarding funnel & drop-out (iOS)

onboarding_screen_viewed (production)

1. welcome
1,886 (100%)
2. intent
1,486 (79%) -21%
3. translation
1,463 (78%) -2%
4. font
1,422 (75%) -3%
5. reminder
1,409 (75%) -1%
6. ai
1,409 (75%) +0%
7. socialProof
1,406 (75%) -0%
8. paywall
1,619 (86%) +15%

1,619/1,886 reach the last step (86%). Biggest single drop highlighted.

Paywall outcomes

1,895
Shown
8
Trial
75
Purchase
643
Dismissed
153
Unavailable
24
Already premium

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

Drop-out by location

CountryUsersReach paywallConvertedConv.
United States1,73147%384.7%
Philippines16966%76.3%
Canada14851%79.2%
United Kingdom13935%714.6%
Australia11854%69.4%
South Africa11342%12.1%
France8957%12.0%
Germany6755%12.7%
Ghana6638%00.0%
Brazil6371%48.9%
Nigeria5840%00.0%
Mexico5180%12.4%

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

CampaignUsersPW shownPurchasedTrial
161044737275501
2144095781492400
214409873310400
16943247425000
21427942844000
21441202303000
15780761851000
18071397481000
17206943481000

Revenue & subscriptions — by platform

iOS

285
New customers
last 30d
11,724
Active customers
8
Started
trial+paid · 2.8%
5
Paid
1.8% of new
$150
Cohort revenue
incl. $100 lifetime
68 · 10.1
On latest

Versions: 8.3.4 76 · 10.0 70 · 10.1 68 · 9.02 31 · 9.01 27 · 9 9

macOS

2,085
New customers
last 30d
33,593
Active customers
141
Started
trial+paid · 6.8%
75
Paid
3.6% of new
$2,020
Cohort revenue
incl. $802 lifetime
768 · 10.1
On latest

Versions: 10.1 768 · 9.7 595 · 9.91 290 · 10.0 231 · 9.92 154 · 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

31
Active (will renew)
39
Cancelled
44%
Still active
$775
Expected revenue

When active trials convert (expected revenue by day)

2026-06-29
$50 · 2 trials
2026-07-05
$100 · 4 trials
2026-07-06
$25 · 1 trial
2026-07-07
$275 · 11 trials
2026-07-08
$25 · 1 trial
2026-07-09
$175 · 7 trials
2026-07-10
$100 · 4 trials
2026-07-11
$25 · 1 trial

Expected revenue = each maturing trial’s product price (learned from converted subs). RevenueCat reports 72 trials in total; of the ones we resolved, 31 are still active and 39 are already cancelled.

RevenueCat experiments

Existing paywall vs Gemini Recs - June 25

VariantEnrolledStartedStart ratePaidConv.Revenue
Variant A6218814.2%477.6%$1,916
Variant B6447912.3%578.9%$2,061

Winner highlighted on paid conversion.

Recommendations — ad optimization

Blended CAC £0.12 · median keyword CPI £2.54 · 831 active subs · MRR $1,607.

Scale 1

  • Scale (raise bid / budget) · holy bible app [BROAD] (NIV Bible - United States)
    Profitable at 1.07× ROAS ($24.99 on £17.35) — raise the bid ~20% (£1.23→£1.48) to capture more.
    £17.35 spent · 4 installs · 15 attributed · 1 paying · $24.99 rev · 1.07× 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, 3 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 · 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 17

  • 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 [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 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 [BROAD] (NIV Bible - United States)
    Only 13 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 · 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

  • Ship the winner · Existing paywall vs Gemini Recs - June 25
    Variant B leads on paid conversion 8.9% vs A 7.6% — promote it.
    644 vs 621 enrolled