Bible — Performance & Ads Analysis

iOS + macOS · window 2026-06-15 → 2026-07-15 (30 days)
Generated 2026-07-15 06:19
$145.31≈£108.57revenue yesterday (2026-07-14 · 6 tx · tx-dated, London)(est. $74.97 maturing today · 3 trials)
July 2026: $1,146.18 so far (14 of 31 days complete) · on pace for $2,459.34 ≈£1,838 (MTD ÷ 14 × 31 — firms up through the month)
74
/100
Good
Health score — 100 green (all good) to 0 red (needs action). Weighted from the five drivers below.
paywall62
iOS paywall conversion 5.0% (target ≥8%) · 25% weight
funnel86
89% finish onboarding · 15% weight
trials62
36/97 trials still active (37% not cancelled) · 20% weight
ad eff63
CPI £2.11 (good ≤£1, poor ≥£4) · 20% weight
ad waste100
£0 of £160 spend on 0-attribution keywords · 20% weight

Realized revenue — daily

Realized revenue by day transaction-dated · Europe/London · the basis the RevenueCat dashboard uses

2026-07-07
$165.84 · 8 tx · 91 new
2026-07-08
$0.00 · 0 tx · 81 new
2026-07-09
$104.71 · 5 tx · 87 new
2026-07-10
$54.65 · 3 tx · lifetime $8.38 · 72 new
2026-07-11
$105.31 · 5 tx · 73 new
2026-07-12
$66.22 · 3 tx · 68 new
2026-07-13
$66.22 · 3 tx · 73 new
2026-07-14
$145.31 · 6 tx · lifetime $85.34 · 95 new
2026-07-15 (today so far)
$35.51 · 2 tx · lifetime $15.52 · 35 new

7-day average: $77.49 ≈£57.90 per day

Transactions 2026-07-14 — 6 · $145.31 ≈£108.57

Acquisition that day: 95 new customers (Mac 92 · iOS 3).

ProductTypePlatformCountryCustomer sinceUSD
Lifetime OfferlifetimeMacNL2026-07-02 (12d)$39.83
Lifetime OfferlifetimeMacUS2026-07-14 (new)$29.99
Yearly subscriptionfirst paymentMacUS2026-07-07 (new)$19.99
Yearly subscriptionfirst paymentMacUS2026-07-07 (new)$19.99
Yearly subscriptionfirst paymentMacUS2026-07-07 (new)$19.99
Lifetime OfferlifetimeMacBR2026-07-14 (new)$15.52

Subscriptions are dated by when the paid period started (a trial converting shows on its conversion day, renewals on the renewal day); one-time purchases by purchase time. Reconciliation: reconstructed last-28-day revenue $2,221.31 = 89% of RevenueCat’s reported $2,489.00 — the gap is renewals from customers inactive >35 days, which the API can’t list per-day.

Trend — improvement over time

Score over time ■ +0

latest 74.00
27 runs tracked

Since last run

Score
74 0
Rev yesterday
$145.31 +$79.09
Rev 7d
$542 $-21
Month est
$2,459 +$38
Paywall conv
5.0% -0.1%
CPI
£2.11 £0.00
Active trials
36 -2
MRR
$1,658 $-3
£160.25
ASA spend
30d · iOS
76
Installs
CPI £2.11
£0.08
Blended CAC
spend / new custs
1,962
New customers
28d · all platforms
857
Active subs
now
$1,658
MRR
$2,489
Revenue (28d)
RC-reported
5.0%
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%
Bible US · Generic (capped)£28.8611£2.622.8%
Bible CA · Intent£1.893£0.633.5%
Bible AU · Intent£1.450—3.7%

By country

CountrySpendInstallsCPI
US£156.9173£2.15
CA£1.893£0.63
AU£1.450—

Top keywords (attribution: 127 ASA-attributed customers since 2026-05-26 · click a column to sort)

KeywordCampaignSpendInstCPIAttrPay£/attrRevenueROAS
bible reading plan [BROAD]Bible US · Intent£61.6932£1.93270£2.28$00.00×
audio bible [BROAD]Bible US · Intent£20.368£2.5470£2.91$00.00×
bible widget [BROAD]Bible US · Intent£19.7710£1.9880£2.47$00.00×
niv bible [EXACT]Bible US · Intent£18.5911£1.69110£1.69$00.00×
holy bible app [BROAD]Bible US · Generic (capped)£12.693£4.2330£4.23$00.00×
holy bible [EXACT]Bible US · Generic (capped)£10.655£2.1340£2.66$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×
bible reading plan [BROAD]Bible CA · Intent£1.492£0.7420£0.74$00.00×
niv [EXACT]Bible US · Intent£0.960—00—$00.00×
audio bible app [EXACT]Bible US · Intent£0.890—00—$00.00×
audio bible [BROAD]Bible AU · Intent£0.790—00—$00.00×
audio bible [BROAD]Bible CA · Intent£0.401£0.4010£0.40$00.00×
bible reading plan [BROAD]Bible AU · Intent£0.400—00—$00.00×
bible widget [BROAD]Bible AU · Intent£0.260—00—$00.00×
bible widget [EXACT]Bible US · Intent£0.000—00—$00.00×
bible verse widget [EXACT]Bible US · Intent£0.000—00—$00.00×
niv bible app [EXACT]Bible US · Intent£0.000—00—$00.00×
niv study bible [EXACT]Bible US · Intent£0.000—00—$00.00×
new international version [EXACT]Bible US · Intent£0.000—00—$00.00×
bible ai [EXACT]Bible US · Intent£0.000—00—$00.00×
ai bible [EXACT]Bible US · Intent£0.000—00—$00.00×
ask the bible [EXACT]Bible US · Intent£0.000—00—$00.00×
bible study app [EXACT]Bible US · Intent£0.000—00—$00.00×
audio bible [EXACT]Bible US · Intent£0.000—00—$00.00×

Onboarding funnel & drop-out (iOS)

onboarding_screen_viewed (production)

1. welcome
2,422 (100%)
2. intent
1,800 (74%) -26%
3. translation
1,757 (73%) -2%
4. font
1,714 (71%) -2%
5. reminder
1,702 (70%) -1%
6. ai
1,701 (70%) -0%
7. socialProof
1,698 (70%) -0%
8. paywall
2,148 (89%) +27%

2,148/2,422 reach the last step (89%). Biggest single drop highlighted.

Paywall outcomes

2,420
Shown
6
Trial
115
Purchase
666
Dismissed
221
Unavailable
29
Already premium

Paywall conversion (trial+purchase / shown): 5.0%

Drop-out by location

CountryUsersReach paywallConvertedConv.
United States2,05151%555.3%
Philippines19664%97.1%
Canada16053%910.6%
United Kingdom16038%610.0%
South Africa13547%23.1%
Australia13560%89.9%
France11269%33.9%
Brazil9277%68.5%
Ghana8245%25.4%
Germany8056%12.2%
Mexico7672%11.8%
Nigeria7438%00.0%

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

CampaignUsersPW shownPurchasedTrial
161044737284200
2144095781522400
214409873310400
16943247426000
21427942844000
21441202303000
17206943481000
18071397481000

Revenue & subscriptions — by platform

iOS

241
New customers
last 30d
11,788
Active customers
5
Started
trial+paid · 2.1%
4
Paid
1.7% of new
$148
Cohort revenue
incl. $98 lifetime
52 · 10.2
On latest

Versions: 10.1 80 · 10.0 60 · 10.2 52 · 9.02 28 · 9.01 11 · 8.3.4 5

macOS

1,998
New customers
last 30d
34,351
Active customers
171
Started
trial+paid · 8.6%
74
Paid
3.7% of new
$1,777
Cohort revenue
incl. $473 lifetime
559 · 10.2
On latest

Versions: 10.1 886 · 10.2 559 · 10.0 213 · 9.91 161 · 9.92 137 · 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

36
Active (will renew)
61
Cancelled
37%
Still active
$826
Expected revenue

When active trials convert (expected revenue by day)

2026-06-29
$25 · 1 trial
2026-07-15
$75 · 3 trials
2026-07-16
$200 · 8 trials
2026-07-17
$66 · 3 trials
2026-07-18
$125 · 5 trials
2026-07-19
$116 · 5 trials
2026-07-20
$82 · 4 trials
2026-07-21
$122 · 6 trials
2026-07-22
$16 · 1 trial

Expected revenue = each maturing trial’s product price (learned from converted subs). RevenueCat reports 100 trials in total; of the ones we resolved, 36 are still active and 61 are already cancelled.

RevenueCat experiments

50% Price Increase Test

VariantEnrolledStartedStart ratePaidConv.Revenue
Variant A1864021.5%42.2%$69
Variant B1802212.2%00.0%$0

Winner highlighted on paid conversion.

Recommendations — ad optimization

Blended CAC £0.08 · median keyword CPI £1.95 · 857 active subs · MRR $1,658.

Lower bid 6

  • 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, 27 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 · 27 attributed · 0 paying · $0.00 rev · 0.00× ROAS
  • Lower bid (unprofitable) · bible widget [BROAD] (Bible US · Intent)
    £19.77 spent, 8 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 · 8 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 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) · 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 3

  • 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 · 27 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 · 8 attributed · 0 paying · $0.00 rev · 0.00× ROAS

Raise bid to serve 15

  • 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 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 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

Experiments 1

  • Keep running · 50% Price Increase Test
    Comparing on paid conversion; not decision-grade yet (need ≳100 enrolled per arm and a clear gap).
    A 2.2% vs B 0.0% (paid conversion)