Bible — Performance & Ads Analysis

iOS + macOS · window 2026-05-20 → 2026-06-19 (30 days)
Generated 2026-06-19 20:32
68
/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
funnel60
77% finish onboarding · 15% weight
trials78
27/58 trials still active (47% not cancelled) · 20% weight
ad eff57
CPI £2.28 (good ≤£1, poor ≥£4) · 20% weight
ad waste91
£49 of £527 spend on 0-attribution keywords · 20% weight

Trend — improvement over time

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

£527.00
ASA spend
30d · iOS
231
Installs
CPI £2.28
£0.22
Blended CAC
spend / new custs
2,423
New customers
all platforms
800
Active subs
$1,560
MRR
$3,245
Revenue (28d)
4.5%
Paywall conv.
iOS, trial+buy/shown

Apple Search Ads — performance (iOS)

Spend trend

latest 41.77

Installs trend

latest 16.00

Campaigns

CampaignSpendInstallsCPITTR
NIV Bible - United States£422.82185£2.294.2%
Bible US · Intent£79.3236£2.204.2%
Bible US · Generic (capped)£17.877£2.552.8%
Launch campaign£5.802£2.901.6%
Translation£1.181£1.189.1%

By country

CountrySpendInstallsCPI
US£527.00231£2.28

Top keywords (attribution: 87 ASA-attributed customers since 2026-05-26 · click a column to sort)

KeywordCampaignSpendInstCPIAttrPay£/attrRevenueROAS
bible reading plan [BROAD]Bible US · Intent£48.6524£2.03200£2.43$00.00×
holy bible app [BROAD]NIV Bible - United States£43.0522£1.96151£2.87$250.43×
chat bible [BROAD]NIV Bible - United States£22.9411£2.0910£22.94$00.00×
bible chat [BROAD]NIV Bible - United States£20.278£2.5311£20.27$301.10×
daily bible study [BROAD]NIV Bible - United States£19.309£2.1420£9.65$00.00×
study bible [BROAD]NIV Bible - United States£18.6911£1.7020£9.34$00.00×
audio bible [BROAD]Bible US · Intent£18.307£2.6160£3.05$00.00×
holy bible app [BROAD]NIV Bible - United States£18.053£6.0220£9.03$00.00×
bible verse widget [BROAD]NIV Bible - United States£15.685£3.1410£15.68$00.00×
bible study app [BROAD]NIV Bible - United States£13.355£2.6700—$00.00×
daily bible verse widget [BROAD]NIV Bible - United States£13.038£1.6300—$00.00×
ask bible questions [BROAD]NIV Bible - United States£12.058£1.5100—$00.00×
holy bible [EXACT]NIV Bible - United States£11.753£3.9230£3.92$00.00×
bible widget [BROAD]Bible US · Intent£11.465£2.2940£2.87$00.00×
bible verse of the day [BROAD]NIV Bible - United States£11.263£3.7530£3.75$00.00×
bible widget [BROAD]NIV Bible - United States£11.045£2.2120£5.52$00.00×
bible ai [BROAD]NIV Bible - United States£11.013£3.6700—$00.00×
holy bible app [BROAD]Bible US · Generic (capped)£10.233£3.4130£3.41$00.00×
bible reading plan [BROAD]NIV Bible - United States£10.106£1.6810£10.10$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×
holy bible [EXACT]Bible US · Generic (capped)£5.853£1.9520£2.92$00.00×
prayer [BROAD]Launch campaign£5.082£2.5400—$00.00×
daily bible verse [BROAD]NIV Bible - United States£4.231£4.2310£4.23$00.00×
ask bible questions [BROAD]NIV Bible - United States£3.830—00—$00.00×

Onboarding funnel & drop-out (iOS)

onboarding_screen_viewed (production)

1. welcome
871 (100%)
2. intent
703 (81%) -19%
3. translation
698 (80%) -1%
4. font
680 (78%) -3%
5. reminder
675 (77%) -1%
6. ai
675 (77%) +0%
7. socialProof
672 (77%) -0%
8. paywall
671 (77%) -0%

671/871 reach the last step (77%). Biggest single drop highlighted.

Paywall outcomes

868
Shown
8
Trial
31
Purchase
369
Dismissed
12
Unavailable
10
Already premium

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

Drop-out by location

CountryUsersReach paywallConvertedConv.
United States1,03136%174.5%
Philippines9555%23.8%
Canada8635%310.0%
United Kingdom8127%731.8%
South Africa7436%00.0%
Australia7053%410.8%
France4243%00.0%
Nigeria3543%00.0%
Ghana3429%00.0%
Brazil3063%15.3%
Germany2952%16.7%
Netherlands2864%15.6%

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

CampaignUsersPW shownPurchasedTrial
161044737239401
2144095781181600
16943247423000
21440987333200
21427942841000
17206943481000
15780761851000

Revenue & subscriptions — by platform

iOS

424
New customers
last 30d
11,605
Active customers
9
Started
trial+paid · 2.1%
8
Paid
1.9% of new
$237
Cohort revenue
incl. $187 lifetime
1 · 10.0
On latest

Versions: 8.3.4 198 · 8.3.3 125 · 9.02 50 · 9.01 35 · 9 9 · 8.3.2 3

macOS

2,278
New customers
last 30d
32,725
Active customers
135
Started
trial+paid · 5.9%
75
Paid
3.3% of new
$2,079
Cohort revenue
incl. $1,258 lifetime
9 · 10.0
On latest

Versions: 9.7 1130 · 9.6 434 · 9.91 352 · 9.92 302 · 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

27
Active (will renew)
31
Cancelled
47%
Still active
$675
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
$50 · 2 trials

Expected revenue = each maturing trial’s product price (learned from converted subs). RevenueCat reports 66 trials in total; of the ones we resolved, 27 are still active and 31 are already cancelled.

RevenueCat experiments

49.99 vs 29.99 Liftetime

VariantEnrolledStartedStart ratePaidConv.Revenue
Variant A2462811.4%10.4%$35
Variant B2452811.4%10.4%$63

Winner highlighted on paid conversion.

Recommendations — ad optimization

Blended CAC £0.22 · median keyword CPI £2.41 · 800 active subs · MRR $1,560.

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 · $0.00 rev · 0.00× ROAS
  • 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 · $0.00 rev · 0.00× ROAS
  • 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 · $0.00 rev · 0.00× ROAS
  • 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 · $0.00 rev · 0.00× ROAS

Scale 4

  • Scale (raise bid / budget) · bible chat [BROAD] (NIV Bible - United States)
    Profitable at 1.10× ROAS ($29.99 on £20.27) — raise the bid ~20% (£1.64→£1.97) and lift the cap to capture more of this term.
    £20.27 spent · 8 installs · 1 attributed · 1 paying · $29.99 rev · 1.10× ROAS
  • Scale (raise bid / budget) · bible reading plan [BROAD] (Bible US · Intent)
    Proven at £2.43/attributed customer — raise the bid ~20% (£0.90→£1.08) and lift the cap to capture more of this term.
    £48.65 spent · 24 installs · 20 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Scale (raise bid / budget) · bible widget [BROAD] (Bible US · Intent)
    Proven at £2.87/attributed customer — raise the bid ~20% (£0.90→£1.08) and lift the cap to capture more of this term.
    £11.46 spent · 5 installs · 4 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • 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 · 1 paying · $24.99 rev · 0.43× ROAS

Harvest search terms 11

  • 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.
    £18.30 spent · 7 installs · 6 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • 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 · 1 paying · $29.99 rev · 1.10× 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.
    £48.65 spent · 24 installs · 20 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • 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 · $0.00 rev · 0.00× ROAS
  • 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 · $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.
    £11.46 spent · 5 installs · 4 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • 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 · $0.00 rev · 0.00× ROAS
  • 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 · $0.00 rev · 0.00× ROAS
  • 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 · $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.
    £43.05 spent · 22 installs · 15 attributed · 1 paying · $24.99 rev · 0.43× ROAS
  • 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 · $0.00 rev · 0.00× ROAS

Raise bid to serve 12

  • 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 · $0.00 rev · 0.00× ROAS
  • 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 · $0.00 rev · 0.00× ROAS
  • 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 · $0.00 rev · 0.00× ROAS
  • 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 · $0.00 rev · 0.00× ROAS
  • 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 · $0.00 rev · 0.00× ROAS
  • 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 · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · bible widget [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 · 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 · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · niv bible [EXACT] (Bible US · Intent)
    Only 18 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 · $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% (£1.15→£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 study bible [EXACT] (Bible US · Intent)
    Only 5 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 · 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

  • Keep running · 49.99 vs 29.99 Liftetime
    Comparing on paid conversion; not decision-grade yet (need ≳100 enrolled per arm and a clear gap).
    B 0.4% vs A 0.4% (paid conversion)