Bible — Performance & Ads Analysis

iOS + macOS · window 2026-05-23 → 2026-06-22 (30 days)
Generated 2026-06-22 05:53
$28.23revenue yesterday (2026-06-21)(est. $74.97 maturing today · 3 trials)
72
/100
Good
Health score — 100 green (all good) to 0 red (needs action). Weighted from the five drivers below.
paywall57
iOS paywall conversion 4.6% (target ≥8%) · 25% weight
funnel63
78% finish onboarding · 15% weight
trials93
34/61 trials still active (56% not cancelled) · 20% weight
ad eff50
CPI £2.49 (good ≤£1, poor ≥£4) · 20% weight
ad waste98
£9 of £501 spend on 0-attribution keywords · 20% weight

Trend — improvement over time

Score over time ▲ +3

latest 72.00
4 runs tracked

Since last run

Score
72 +3
Paywall conv
4.5% +0.1%
CPI
£2.49 +£0.06
Active trials
34 +4
MRR
$1,563 $0
£501.17
ASA spend
30d · iOS
201
Installs
CPI £2.49
£0.21
Blended CAC
spend / new custs
2,378
New customers
all platforms
803
Active subs
$1,563
MRR
$3,292
Revenue (28d)
4.6%
Paywall conv.
iOS, trial+buy/shown

Apple Search Ads — performance (iOS)

Spend trend

latest 1.03

Installs trend

latest 1.00

Campaigns

CampaignSpendInstallsCPITTR
NIV Bible - United States£336.24124£2.714.1%
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£0.761£0.7613.3%
Bible AU · Intent£0.260—5.9%

By country

CountrySpendInstallsCPI
US£500.14200£2.50
CA£0.761£0.76
AU£0.260—

Top keywords (attribution: 104 ASA-attributed customers since 2026-05-26 · click a column to sort)

KeywordCampaignSpendInstCPIAttrPay£/attrRevenueROAS
bible reading plan [BROAD]Bible US · Intent£61.6932£1.93230£2.68$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×
chat bible [BROAD]NIV Bible - United States£20.169£2.2410£20.16$00.00×
bible widget [BROAD]Bible US · Intent£19.7710£1.9860£3.29$00.00×
niv bible [EXACT]Bible US · Intent£18.5911£1.6970£2.66$00.00×
holy bible app [BROAD]NIV Bible - United States£18.053£6.0220£9.03$00.00×
study bible [BROAD]NIV Bible - United States£17.3610£1.7420£8.68$00.00×
bible chat [BROAD]NIV Bible - United States£16.057£2.2911£16.05$301.38×
daily bible study [BROAD]NIV Bible - United States£13.955£2.7920£6.98$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 widget [BROAD]NIV Bible - United States£11.342£5.6710£11.34$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£2.1330£3.55$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×
ask bible questions [BROAD]NIV Bible - United States£9.195£1.8400—$00.00×
bible widget [BROAD]NIV Bible - United States£8.153£2.7220£4.08$00.00×
bible chat [BROAD]NIV Bible - United States£7.782£3.8920£3.89$00.00×
bible study app [BROAD]NIV Bible - United States£7.651£7.6500—$00.00×
bible ai [BROAD]NIV Bible - United States£7.300—00—$00.00×
daily bible verse widget [BROAD]NIV Bible - United States£6.484£1.6200—$00.00×
bible chat [EXACT]Bible US · Intent£5.821£5.8210£5.82$00.00×
bible [EXACT]Bible US · Generic (capped)£5.523£1.8420£2.76$00.00×

Onboarding funnel & drop-out (iOS)

onboarding_screen_viewed (production)

1. welcome
1,039 (100%)
2. intent
855 (82%) -18%
3. translation
848 (82%) -1%
4. font
826 (79%) -3%
5. reminder
819 (79%) -1%
6. ai
819 (79%) +0%
7. socialProof
816 (79%) -0%
8. paywall
815 (78%) -0%

815/1,039 reach the last step (78%). Biggest single drop highlighted.

Paywall outcomes

1,032
Shown
8
Trial
39
Purchase
448
Dismissed
59
Unavailable
16
Already premium

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

Drop-out by location

CountryUsersReach paywallConvertedConv.
United States1,17337%194.4%
Philippines11159%46.1%
Canada9839%410.5%
United Kingdom9429%725.9%
South Africa8340%00.0%
Australia7654%49.8%
Ghana4635%00.0%
France4646%00.0%
Nigeria3944%00.0%
Germany3757%14.8%
Brazil3661%14.5%
Netherlands3266%14.8%

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

CampaignUsersPW shownPurchasedTrial
161044737249401
2144095781402400
21440987338300
16943247423000
21427942841000
17206943481000
15780761851000

Revenue & subscriptions — by platform

iOS

393
New customers
last 30d
11,645
Active customers
8
Started
trial+paid · 2.0%
7
Paid
1.8% of new
$212
Cohort revenue
incl. $187 lifetime
44 · 10.0
On latest

Versions: 8.3.4 194 · 8.3.3 63 · 9.02 47 · 10.0 44 · 9.01 34 · 9 9

macOS

2,230
New customers
last 30d
32,868
Active customers
140
Started
trial+paid · 6.3%
74
Paid
3.3% of new
$2,060
Cohort revenue
incl. $1,240 lifetime
278 · 10.0
On latest

Versions: 9.7 1123 · 9.91 329 · 10.0 278 · 9.6 259 · 9.92 195 · 8.3.1 20

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)
27
Cancelled
56%
Still active
$850
Expected revenue

When active trials convert (expected revenue by day)

2026-06-22
$75 · 3 trials
2026-06-23
$125 · 5 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
$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, 34 are still active and 27 are already cancelled.

RevenueCat experiments

49.99 vs 29.99 Liftetime

VariantEnrolledStartedStart ratePaidConv.Revenue
Variant A2602710.4%31.2%$85
Variant B265259.4%51.9%$163

Winner highlighted on paid conversion.

Recommendations — ad optimization

Blended CAC £0.21 · median keyword CPI £2.42 · 803 active subs · MRR $1,563.

Pause 1

  • Pause · ask bible questions [BROAD] (NIV Bible - United States)
    Spending with zero attributed customers since the attribution build shipped — reallocate the budget.
    £9.19 spent · 5 installs · 0 attributed · 0 paying · $0.00 rev · 0.00× ROAS

Scale 1

  • Scale (raise bid / budget) · bible chat [BROAD] (NIV Bible - United States)
    Profitable at 1.38× ROAS ($29.99 on £16.05) — raise the bid ~20% (£1.97→£2.36) to capture more.
    £16.05 spent · 7 installs · 1 attributed · 1 paying · $29.99 rev · 1.38× ROAS

Lower bid 18

  • 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, 23 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 · 23 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Lower bid (unprofitable) · bible reading plan [BROAD] (NIV Bible - United States)
    £10.10 spent, 1 attributed, only $0.00 revenue (0.00× ROAS) — cut the bid 25% (£1.23→£0.92) until it proves out.
    £10.10 spent · 6 installs · 1 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 verse widget [BROAD] (NIV Bible - United States)
    £11.34 spent, 1 attributed, only $0.00 revenue (0.00× ROAS) — cut the bid 25% (£1.23→£0.92) until it proves out.
    £11.34 spent · 2 installs · 1 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Lower bid (unprofitable) · bible widget [BROAD] (Bible US · Intent)
    £19.77 spent, 6 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 · 6 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Lower bid (unprofitable) · bible widget [BROAD] (NIV Bible - United States)
    £8.15 spent, 2 attributed, only $0.00 revenue (0.00× ROAS) — cut the bid 25% (£1.23→£0.92) until it proves out.
    £8.15 spent · 3 installs · 2 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Lower bid (unprofitable) · chat bible [BROAD] (NIV Bible - United States)
    £20.16 spent, 1 attributed, only $0.00 revenue (0.00× ROAS) — cut the bid 25% (£1.23→£0.92) until it proves out.
    £20.16 spent · 9 installs · 1 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)
    £13.95 spent, 2 attributed, only $0.00 revenue (0.00× ROAS) — cut the bid 25% (£1.23→£0.92) until it proves out.
    £13.95 spent · 5 installs · 2 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Lower bid (unprofitable) · holy bible [EXACT] (Bible US · Generic (capped))
    £10.65 spent, 3 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 · 3 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, 7 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 · 7 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Lower bid (unprofitable) · study bible [BROAD] (NIV Bible - United States)
    £17.36 spent, 2 attributed, only $0.00 revenue (0.00× ROAS) — cut the bid 25% (£1.23→£0.92) until it proves out.
    £17.36 spent · 10 installs · 2 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Lower bid · bible study app [BROAD] (NIV Bible - United States)
    CPI £7.65 is 3.2× the £2.42 median with no attribution yet — cut the bid 25% (£1.64→£1.23).
    £7.65 spent · 1 installs · 0 attributed · 0 paying · $0.00 rev · 0.00× ROAS

Harvest search terms 9

  • 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 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.
    £16.05 spent · 7 installs · 1 attributed · 1 paying · $29.99 rev · 1.38× 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 · 23 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 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 · 6 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.
    £20.16 spent · 9 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.
    £13.95 spent · 5 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.
    £41.56 spent · 20 installs · 15 attributed · 1 paying · $24.99 rev · 0.45× 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.
    £17.36 spent · 10 installs · 2 attributed · 0 paying · $0.00 rev · 0.00× ROAS

Raise bid to serve 21

  • 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 [BROAD] (Bible AU · Intent)
    Only 5 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 · audio bible [BROAD] (Bible CA · Intent)
    Only 8 impressions — bid below the auction floor; raise ~30% (£0.40→£0.52) or drop the keyword.
    £0.40 spent · 1 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 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 4 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 reading plan [BROAD] (Bible CA · Intent)
    Only 4 impressions — bid below the auction floor; raise ~30% (£0.40→£0.52) or drop the keyword.
    £0.36 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 · bible widget [BROAD] (Bible AU · Intent)
    Only 8 impressions — bid below the auction floor; raise ~30% (£0.40→£0.52) or drop the keyword.
    £0.26 spent · 0 installs · 0 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · bible widget [BROAD] (Bible CA · Intent)
    Only 3 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

  • Ship the winner · 49.99 vs 29.99 Liftetime
    Variant B leads on paid conversion 1.9% vs A 1.2% — promote it.
    265 vs 260 enrolled