Bible — Performance & Ads Analysis

iOS + macOS · window 2026-05-27 → 2026-06-26 (30 days)
Generated 2026-06-26 05:40
$0.00revenue yesterday (2026-06-25)(est. $74.97 maturing today · 3 trials)
76
/100
Good
Health score — 100 green (all good) to 0 red (needs action). Weighted from the five drivers below.
paywall58
iOS paywall conversion 4.6% (target ≥8%) · 25% weight
funnel72
82% finish onboarding · 15% weight
trials100
46/71 trials still active (65% not cancelled) · 20% weight
ad eff54
CPI £2.38 (good ≤£1, poor ≥£4) · 20% weight
ad waste100
£0 of £331 spend on 0-attribution keywords · 20% weight

Trend — improvement over time

Score over time ▲ +1

latest 76.00
8 runs tracked

Since last run

Score
76 +1
Paywall conv
4.6% +0.1%
CPI
£2.38 £-0.03
Active trials
46 +8
MRR
$1,571 +$4
£331.14
ASA spend
30d · iOS
139
Installs
CPI £2.38
£0.14
Blended CAC
spend / new custs
2,310
New customers
all platforms
808
Active subs
$1,571
MRR
$3,208
Revenue (28d)
4.6%
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£163.9060£2.734.7%
Bible US · Intent£128.0662£2.074.2%
Bible US · Generic (capped)£28.8611£2.622.8%
Launch campaign£5.802£2.901.6%
Bible CA · Intent£1.893£0.633.5%
Bible AU · Intent£1.450—3.7%
Translation£1.181£1.189.1%

By country

CountrySpendInstallsCPI
US£327.80136£2.41
CA£1.893£0.63
AU£1.450—

Top keywords (attribution: 120 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×
bible chat [BROAD]NIV Bible - United States£7.782£3.8920£3.89$00.00×
daily bible study [BROAD]NIV Bible - United States£6.043£2.0120£3.02$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×
bible widget [BROAD]NIV Bible - United States£4.932£2.4720£2.47$00.00×
study bible [BROAD]NIV Bible - United States£4.353£1.4520£2.18$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×
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 chat [BROAD]NIV Bible - United States£2.661£2.6611£2.66$308.34×
bible ai [BROAD]NIV Bible - United States£2.410—00—$00.00×
bible reading plan [BROAD]NIV Bible - United States£1.981£1.9810£1.98$00.00×

Onboarding funnel & drop-out (iOS)

onboarding_screen_viewed (production)

1. welcome
1,329 (100%)
2. intent
1,103 (83%) -17%
3. translation
1,089 (82%) -1%
4. font
1,064 (80%) -2%
5. reminder
1,054 (79%) -1%
6. ai
1,054 (79%) +0%
7. socialProof
1,051 (79%) -0%
8. paywall
1,094 (82%) +4%

1,094/1,329 reach the last step (82%). Biggest single drop highlighted.

Paywall outcomes

1,337
Shown
8
Trial
54
Purchase
528
Dismissed
102
Unavailable
21
Already premium

Paywall conversion (trial+purchase / shown): 4.6%

Drop-out by location

CountryUsersReach paywallConvertedConv.
United States1,38241%284.9%
Philippines12961%56.3%
Canada11543%510.2%
United Kingdom11128%722.6%
Australia10054%47.4%
South Africa9543%12.4%
France6448%00.0%
Ghana5237%00.0%
Germany4755%13.8%
Nigeria4540%00.0%
Brazil4365%310.7%
Netherlands4068%13.7%

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

CampaignUsersPW shownPurchasedTrial
161044737260501
2144095781492400
214409873310400
16943247424000
21441202303000
21427942841000
17206943481000
15780761851000

Revenue & subscriptions — by platform

iOS

346
New customers
last 30d
11,683
Active customers
9
Started
trial+paid · 2.6%
8
Paid
2.3% of new
$208
Cohort revenue
incl. $158 lifetime
5 · 10.1
On latest

Versions: 8.3.4 172 · 10.0 89 · 9.02 38 · 9.01 28 · 9 9 · 10.1 5

macOS

2,226
New customers
last 30d
33,114
Active customers
140
Started
trial+paid · 6.3%
71
Paid
3.2% of new
$2,046
Cohort revenue
incl. $1,188 lifetime
276 · 10.1
On latest

Versions: 9.7 1076 · 9.91 309 · 10.0 290 · 10.1 276 · 9.92 166 · 9.6 64

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

46
Active (will renew)
25
Cancelled
65%
Still active
$1,150
Expected revenue

When active trials convert (expected revenue by day)

2026-06-26
$75 · 3 trials
2026-06-27
$175 · 7 trials
2026-06-28
$275 · 11 trials
2026-06-29
$125 · 5 trials
2026-06-30
$150 · 6 trials
2026-07-01
$100 · 4 trials
2026-07-02
$200 · 8 trials
2026-07-03
$50 · 2 trials

Expected revenue = each maturing trial’s product price (learned from converted subs). RevenueCat reports 71 trials in total; of the ones we resolved, 46 are still active and 25 are already cancelled.

RevenueCat experiments

Existing paywall vs Gemini Recs - June 25

VariantEnrolledStartedStart ratePaidConv.Revenue
Variant A26519.2%415.4%$159
Variant B26519.2%27.7%$75

Winner highlighted on paid conversion.

Recommendations — ad optimization

Blended CAC £0.14 · median keyword CPI £2.10 · 808 active subs · MRR $1,571.

Scale 1

  • Scale (raise bid / budget) · bible chat [BROAD] (NIV Bible - United States)
    Profitable at 8.34× ROAS ($29.99 on £2.66) — raise the bid ~20% (£1.97→£2.36) to capture more.
    £2.66 spent · 1 installs · 1 attributed · 1 paying · $29.99 rev · 8.34× ROAS

Lower bid 11

  • 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)
    £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 19

  • 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 2 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 · 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 chat [EXACT] (NIV Bible - United States)
    Only 1 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 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
  • 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 · Existing paywall vs Gemini Recs - June 25
    Comparing on paid conversion; not decision-grade yet (need ≳100 enrolled per arm and a clear gap).
    A 15.4% vs B 7.7% (paid conversion)