Bible — Performance & Ads Analysis

iOS + macOS · window 2026-06-02 → 2026-07-02 (30 days)
Generated 2026-07-02 05:27
$0.00revenue yesterday (2026-07-01)(est. $124.95 maturing today · 5 trials)
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
funnel78
85% finish onboarding · 15% weight
trials72
33/76 trials still active (43% not cancelled) · 20% weight
ad eff47
CPI £2.60 (good ≤£1, poor ≥£4) · 20% weight
ad waste100
£0 of £273 spend on 0-attribution keywords · 20% weight

Trend — improvement over time

Score over time ▼ -2

latest 69.00
14 runs tracked

Since last run

Score
69 -2
Paywall conv
4.4% +0.1%
CPI
£2.60 +£0.05
Active trials
33 -1
MRR
$1,597 +$6
£273.03
ASA spend
30d · iOS
105
Installs
CPI £2.60
£0.13
Blended CAC
spend / new custs
2,165
New customers
all platforms
823
Active subs
$1,597
MRR
$2,922
Revenue (28d)
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£105.8026£4.074.7%
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£269.69102£2.64
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×
holy bible app [BROAD]NIV Bible - United States£23.318£2.91151£1.55$250.79×
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]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×
daily bible study [BROAD]NIV Bible - United States£4.383£1.4620£2.19$00.00×
bible widget [BROAD]NIV Bible - United States£4.111£4.1120£2.06$00.00×
ask bible questions [BROAD]NIV Bible - United States£3.830—00—$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£2.431£2.4320£1.22$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×
translation [BROAD]Translation£1.181£1.1800—$00.00×
niv [EXACT]Bible US · Intent£0.960—00—$00.00×

Onboarding funnel & drop-out (iOS)

onboarding_screen_viewed (production)

1. welcome
1,757 (100%)
2. intent
1,390 (79%) -21%
3. translation
1,369 (78%) -2%
4. font
1,332 (76%) -3%
5. reminder
1,320 (75%) -1%
6. ai
1,320 (75%) +0%
7. socialProof
1,317 (75%) -0%
8. paywall
1,496 (85%) +14%

1,496/1,757 reach the last step (85%). Biggest single drop highlighted.

Paywall outcomes

1,764
Shown
8
Trial
70
Purchase
615
Dismissed
147
Unavailable
23
Already premium

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

Drop-out by location

CountryUsersReach paywallConvertedConv.
United States1,65246%364.8%
Philippines16265%76.7%
Canada13950%710.0%
United Kingdom13533%715.6%
Australia11653%69.7%
South Africa11141%12.2%
France8656%00.0%
Ghana6338%00.0%
Germany6255%12.9%
Brazil5770%410.0%
Nigeria5336%00.0%
Netherlands4663%13.4%

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

CampaignUsersPW shownPurchasedTrial
161044737271501
2144095781492400
214409873310400
16943247425000
21427942844000
21441202303000
15780761851000
18071397481000
17206943481000

Revenue & subscriptions — by platform

iOS

298
New customers
last 30d
11,717
Active customers
9
Started
trial+paid · 3.0%
6
Paid
2.0% of new
$175
Cohort revenue
incl. $100 lifetime
56 · 10.1
On latest

Versions: 8.3.4 93 · 10.0 76 · 10.1 56 · 9.02 33 · 9.01 27 · 9 9

macOS

2,148
New customers
last 30d
33,478
Active customers
149
Started
trial+paid · 6.9%
78
Paid
3.6% of new
$2,139
Cohort revenue
incl. $1,026 lifetime
664 · 10.1
On latest

Versions: 9.7 741 · 10.1 664 · 9.91 293 · 10.0 239 · 9.92 159 · 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

33
Active (will renew)
43
Cancelled
43%
Still active
$825
Expected revenue

When active trials convert (expected revenue by day)

2026-06-29
$50 · 2 trials
2026-07-02
$125 · 5 trials
2026-07-03
$100 · 4 trials
2026-07-04
$25 · 1 trial
2026-07-05
$100 · 4 trials
2026-07-06
$100 · 4 trials
2026-07-07
$200 · 8 trials
2026-07-08
$25 · 1 trial
2026-07-09
$100 · 4 trials

Expected revenue = each maturing trial’s product price (learned from converted subs). RevenueCat reports 77 trials in total; of the ones we resolved, 33 are still active and 43 are already cancelled.

RevenueCat experiments

Existing paywall vs Gemini Recs - June 25

VariantEnrolledStartedStart ratePaidConv.Revenue
Variant A5077815.4%448.7%$1,816
Variant B5477213.2%478.6%$1,787

Winner highlighted on paid conversion.

Recommendations — ad optimization

Blended CAC £0.13 · median keyword CPI £2.49 · 823 active subs · MRR $1,597.

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 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.
    £23.31 spent · 8 installs · 15 attributed · 1 paying · $24.99 rev · 0.79× ROAS

Raise bid to serve 22

  • 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 [EXACT] (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 · 1 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · bible ai [BROAD] (NIV Bible - United States)
    Only 17 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 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 app [BROAD] (NIV Bible - United States)
    Only 19 impressions — bid below the auction floor; raise ~30% (£1.64→£2.13) or drop the keyword.
    £0.00 spent · 0 installs · 1 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Raise bid to serve · bible chat [BROAD] (NIV Bible - United States)
    Only 11 impressions — bid below the auction floor; raise ~30% (£1.97→£2.56) or drop the keyword.
    £0.00 spent · 0 installs · 1 attributed · 1 paying · $29.99 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 [BROAD] (NIV Bible - United States)
    Only 14 impressions — bid below the auction floor; raise ~30% (£1.23→£1.60) or drop the keyword.
    £0.00 spent · 0 installs · 1 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 8.7% vs B 8.6% (paid conversion)