Bible — Performance & Ads Analysis

iOS + macOS · window 2026-06-03 → 2026-07-03 (30 days)
Generated 2026-07-03 07:12
$235.33≈£176.85revenue yesterday (2026-07-02 · 9 tx · tx-dated, London)(est. $24.99 maturing today · 1 trial)
July 2026: $326.43 so far (2 of 31 days complete) · on pace for $4,674.03 ≈£3,513 (MTD ÷ 2 × 31 — firms up through the month)
69
/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
funnel78
85% finish onboarding · 15% weight
trials72
29/67 trials still active (43% not cancelled) · 20% weight
ad eff46
CPI £2.63 (good ≤£1, poor ≥£4) · 20% weight
ad waste100
£0 of £261 spend on 0-attribution keywords · 20% weight

Realized revenue — daily

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

2026-06-25
$79.97 · 3 tx · 63 new
2026-06-26
$45.68 · 2 tx · 67 new
2026-06-27
$91.64 · 3 tx · lifetime $49.99 · 66 new
2026-06-28
$159.13 · 6 tx · lifetime $49.99 · 72 new
2026-06-29
$60.66 · 3 tx · 58 new
2026-06-30
$87.20 · 5 tx · 70 new
2026-07-01
$66.22 · 3 tx · 67 new
2026-07-02
$235.33 · 9 tx · lifetime $68.25 · 67 new
2026-07-03 (today so far)
$24.88 · 1 tx · 15 new

7-day average: $106.55 ≈£80.07 per day

Transactions 2026-07-02 — 9 · $235.33 ≈£176.85

Acquisition that day: 67 new customers (Mac 65 · iOS 2).

ProductTypePlatformCountryCustomer sinceUSD
Bible Premium Lifetime $49.99 TestlifetimeMacFR2026-07-02 (new)$68.25
Yearly subscriptionfirst paymentMacBR2026-06-25 (new)$24.88
Yearly subscriptionfirst paymentMacCH2026-06-25 (new)$22.26
Yearly subscriptionfirst paymentMacUS2026-06-25 (new)$19.99
Yearly subscriptionfirst paymentMacUS2026-06-25 (new)$19.99
Yearly subscriptionfirst paymentMacUS2026-06-25 (new)$19.99
Yearly subscriptionfirst paymentMacUS2026-05-30 (33d)$19.99
Yearly subscriptionfirst paymentMacUS2026-06-25 (new)$19.99
Yearly subscriptionfirst paymentMacUS2026-06-25 (new)$19.99

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 $2,868.54 = 96% of RevenueCat’s reported $2,991.00 — 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 69.00
15 runs tracked

Since last run

Score
69 0
Paywall conv
4.5% +0.1%
CPI
£2.63 +£0.03
Active trials
29 -4
MRR
$1,611 +$14
£260.80
ASA spend
30d · iOS
99
Installs
CPI £2.63
£0.12
Blended CAC
spend / new custs
2,118
New customers
28d · all platforms
831
Active subs
now
$1,611
MRR
$2,991
Revenue (28d)
RC-reported
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
Bible US · Intent£128.0662£2.074.2%
NIV Bible - United States£93.5620£4.685.0%
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£257.4696£2.68
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×
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]NIV Bible - United States£17.354£4.34151£1.16$251.07×
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×
ask bible questions [BROAD]NIV Bible - United States£3.830—00—$00.00×
daily bible study [BROAD]NIV Bible - United States£3.672£1.8420£1.84$00.00×
bible widget [BROAD]NIV Bible - United States£3.131£3.1320£1.56$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£1.580—20£0.79$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
1,818 (100%)
2. intent
1,431 (79%) -21%
3. translation
1,409 (78%) -2%
4. font
1,370 (75%) -3%
5. reminder
1,358 (75%) -1%
6. ai
1,358 (75%) +0%
7. socialProof
1,355 (75%) -0%
8. paywall
1,551 (85%) +14%

1,551/1,818 reach the last step (85%). Biggest single drop highlighted.

Paywall outcomes

1,824
Shown
8
Trial
74
Purchase
627
Dismissed
150
Unavailable
24
Already premium

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

Drop-out by location

CountryUsersReach paywallConvertedConv.
United States1,69246%374.8%
Philippines16465%76.5%
Canada14352%79.5%
United Kingdom13934%714.9%
Australia11754%69.5%
South Africa11242%12.1%
France8857%12.0%
Germany6655%12.8%
Ghana6439%00.0%
Brazil6070%49.5%
Nigeria5636%00.0%
Mexico4879%12.6%

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

CampaignUsersPW shownPurchasedTrial
161044737274501
2144095781492400
214409873310400
16943247425000
21427942844000
21441202303000
17206943481000
18071397481000
15780761851000

Revenue & subscriptions — by platform

iOS

288
New customers
last 30d
11,720
Active customers
8
Started
trial+paid · 2.8%
5
Paid
1.7% of new
$150
Cohort revenue
incl. $100 lifetime
61 · 10.1
On latest

Versions: 8.3.4 83 · 10.0 72 · 10.1 61 · 9.02 32 · 9.01 27 · 9 9

macOS

2,111
New customers
last 30d
33,533
Active customers
143
Started
trial+paid · 6.8%
81
Paid
3.8% of new
$2,224
Cohort revenue
incl. $1,005 lifetime
712 · 10.1
On latest

Versions: 10.1 712 · 9.7 665 · 9.91 292 · 10.0 235 · 9.92 156 · 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

29
Active (will renew)
38
Cancelled
43%
Still active
$725
Expected revenue

When active trials convert (expected revenue by day)

2026-06-29
$50 · 2 trials
2026-07-03
$25 · 1 trial
2026-07-04
$25 · 1 trial
2026-07-05
$100 · 4 trials
2026-07-06
$25 · 1 trial
2026-07-07
$275 · 11 trials
2026-07-08
$25 · 1 trial
2026-07-09
$175 · 7 trials
2026-07-10
$25 · 1 trial

Expected revenue = each maturing trial’s product price (learned from converted subs). RevenueCat reports 68 trials in total; of the ones we resolved, 29 are still active and 38 are already cancelled.

RevenueCat experiments

Existing paywall vs Gemini Recs - June 25

VariantEnrolledStartedStart ratePaidConv.Revenue
Variant A5598415.0%468.2%$1,896
Variant B6027612.6%579.5%$2,084

Winner highlighted on paid conversion.

Recommendations — ad optimization

Blended CAC £0.12 · median keyword CPI £2.54 · 831 active subs · MRR $1,611.

Scale 1

  • Scale (raise bid / budget) · holy bible app [BROAD] (NIV Bible - United States)
    Profitable at 1.07× ROAS ($24.99 on £17.35) — raise the bid ~20% (£1.23→£1.48) to capture more.
    £17.35 spent · 4 installs · 15 attributed · 1 paying · $24.99 rev · 1.07× ROAS

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 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 · 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

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 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 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 [BROAD] (NIV Bible - United States)
    Only 13 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 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

  • Ship the winner · Existing paywall vs Gemini Recs - June 25
    Variant B leads on paid conversion 9.5% vs A 8.2% — promote it.
    602 vs 559 enrolled