Bible — Performance & Ads Analysis

iOS + macOS · window 2026-05-24 → 2026-06-23 (30 days)
Generated 2026-06-23 05:29
$58.21revenue yesterday (2026-06-22)(est. $49.98 maturing today · 2 trials)
74
/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
funnel67
80% finish onboarding · 15% weight
trials96
34/59 trials still active (58% not cancelled) · 20% weight
ad eff54
CPI £2.39 (good ≤£1, poor ≥£4) · 20% weight
ad waste100
£0 of £352 spend on 0-attribution keywords · 20% weight

Trend — improvement over time

Score over time ▲ +2

latest 74.00
5 runs tracked

Since last run

Score
74 +2
Paywall conv
4.5% -0.1%
CPI
£2.39 £-0.10
Active trials
34 0
MRR
$1,568 +$5
£351.60
ASA spend
30d · iOS
147
Installs
CPI £2.39
£0.15
Blended CAC
spend / new custs
2,375
New customers
all platforms
805
Active subs
$1,568
MRR
$3,255
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£185.9069£2.694.7%
Bible US · Intent£128.0662£2.074.2%
Bible US · Generic (capped)£28.8611£2.622.8%
Launch campaign£5.802£2.901.6%
Translation£1.181£1.189.1%
Bible CA · Intent£1.152£0.573.3%
Bible AU · Intent£0.650—2.8%

By country

CountrySpendInstallsCPI
US£349.79145£2.41
CA£1.152£0.57
AU£0.650—

Top keywords (attribution: 116 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£41.5620£2.08151£2.77$250.45×
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×
daily bible study [BROAD]NIV Bible - United States£8.134£2.0320£4.07$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×
study bible [BROAD]NIV Bible - United States£5.744£1.4320£2.87$00.00×
bible [EXACT]Bible US · Generic (capped)£5.523£1.8420£2.76$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×
bible chat [BROAD]NIV Bible - United States£4.273£1.4211£4.27$305.21×
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×
chat bible [BROAD]NIV Bible - United States£3.301£3.3010£3.30$00.00×
bible app [BROAD]NIV Bible - United States£3.101£3.1010£3.10$00.00×
bible verse of of the day [BROAD]NIV Bible - United States£3.040—00—$00.00×
bible reading plan [BROAD]NIV Bible - United States£2.671£2.6710£2.67$00.00×

Onboarding funnel & drop-out (iOS)

onboarding_screen_viewed (production)

1. welcome
1,113 (100%)
2. intent
930 (84%) -16%
3. translation
925 (83%) -1%
4. font
902 (81%) -2%
5. reminder
895 (80%) -1%
6. ai
895 (80%) +0%
7. socialProof
893 (80%) -0%
8. paywall
892 (80%) -0%

892/1,113 reach the last step (80%). Biggest single drop highlighted.

Paywall outcomes

1,116
Shown
8
Trial
42
Purchase
477
Dismissed
73
Unavailable
17
Already premium

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

Drop-out by location

CountryUsersReach paywallConvertedConv.
United States1,22938%204.3%
Philippines11660%57.1%
Canada10240%512.2%
United Kingdom10029%724.1%
Australia8652%48.9%
South Africa8641%00.0%
France5149%00.0%
Ghana4835%00.0%
Nigeria4243%00.0%
Brazil3858%14.5%
Germany3858%14.5%
Netherlands3266%14.8%

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

CampaignUsersPW shownPurchasedTrial
161044737250401
2144095781492400
21440987339300
16943247424000
21427942841000
15780761851000
17206943481000

Revenue & subscriptions — by platform

iOS

355
New customers
last 30d
11,655
Active customers
9
Started
trial+paid · 2.5%
8
Paid
2.3% of new
$208
Cohort revenue
incl. $158 lifetime
2 · 10.1
On latest

Versions: 8.3.4 187 · 10.0 60 · 9.02 40 · 9.01 32 · 8.3.3 23 · 9 9

macOS

2,227
New customers
last 30d
32,932
Active customers
139
Started
trial+paid · 6.2%
75
Paid
3.4% of new
$2,093
Cohort revenue
incl. $1,239 lifetime
365 · 10.0
On latest

Versions: 9.7 1106 · 10.0 365 · 9.91 321 · 9.6 207 · 9.92 185 · 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

34
Active (will renew)
25
Cancelled
58%
Still active
$850
Expected revenue

When active trials convert (expected revenue by day)

2026-06-23
$50 · 2 trials
2026-06-24
$25 · 1 trial
2026-06-25
$50 · 2 trials
2026-06-26
$75 · 3 trials
2026-06-27
$200 · 8 trials
2026-06-28
$275 · 11 trials
2026-06-29
$125 · 5 trials
2026-06-30
$50 · 2 trials

Expected revenue = each maturing trial’s product price (learned from converted subs). RevenueCat reports 69 trials in total; of the ones we resolved, 34 are still active and 25 are already cancelled.

RevenueCat experiments

49.99 vs 29.99 Liftetime

VariantEnrolledStartedStart ratePaidConv.Revenue
Variant A265228.3%41.5%$110
Variant B275238.4%62.2%$197

Winner highlighted on paid conversion.

Recommendations — ad optimization

Blended CAC £0.15 · median keyword CPI £2.21 · 805 active subs · MRR $1,568.

Scale 1

  • Scale (raise bid / budget) · bible chat [BROAD] (NIV Bible - United States)
    Profitable at 5.21× ROAS ($29.99 on £4.27) — raise the bid ~20% (£1.97→£2.36) to capture more.
    £4.27 spent · 3 installs · 1 attributed · 1 paying · $29.99 rev · 5.21× ROAS

Lower bid 12

  • 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) · daily bible study [BROAD] (NIV Bible - United States)
    £8.13 spent, 2 attributed, only $0.00 revenue (0.00× ROAS) — cut the bid 25% (£1.23→£0.92) until it proves out.
    £8.13 spent · 4 installs · 2 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)
    £41.56 spent, 15 attributed, only $24.99 revenue (0.45× ROAS) — cut the bid 25% (£1.23→£0.92) until it proves out.
    £41.56 spent · 20 installs · 15 attributed · 1 paying · $24.99 rev · 0.45× 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.
    £41.56 spent · 20 installs · 15 attributed · 1 paying · $24.99 rev · 0.45× ROAS

Raise bid to serve 18

  • 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 16 impressions — bid below the auction floor; raise ~30% (£1.64→£2.13) or drop the keyword.
    £0.86 spent · 1 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 [BROAD] (Bible CA · Intent)
    Only 17 impressions — bid below the auction floor; raise ~30% (£0.40→£0.52) or drop the keyword.
    £0.40 spent · 1 installs · 1 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 chat [EXACT] (NIV Bible - United States)
    Only 3 impressions — bid below the auction floor; raise ~30% (£2.13→£2.77) 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 13 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 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 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 · 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 · 49.99 vs 29.99 Liftetime
    Variant B leads on paid conversion 2.2% vs A 1.5% — promote it.
    275 vs 265 enrolled