Cost Per Install (CPI) = Total Ad Spend / Total Installs. Cost Per Trial = Total Ad Spend / Trial Starts. Cost Per Subscriber = Total Ad Spend / Paid Conversions. ROAS = Revenue from ASA Users / Total ASA Spend.
CPIs vary wildly by category and keyword competition. Utility apps might see $1-3 CPIs, while health and fitness apps typically range from $3-8. Finance apps can hit $10-20+. The real metric to optimize is cost per subscriber or ROAS, not just CPI.
Focus on downstream metrics, not just installs. Set up postback integration (via Botsi or your MMP) to track trial starts and paid conversions per keyword. Bid higher on keywords that drive subscribers, not just installs. Use Search Match discovery campaigns to find high-converting keywords you had not considered.
Yes, but carefully. Competitor keywords often have lower conversion rates since users were looking for a specific app. However, they can work well if your app offers clear differentiation. Test with a small budget first, and measure trial-to-paid conversion — not just installs — to determine if it is worth scaling.
A method of product experimentation in which users are randomly split into two or more cohorts (e.g., Group A and Group B), with each group exposed to a different variation of a feature such as copy, design, or pricing. A primary success metric is established before the test begins, and the outcome is typically measured using frequentist statistics and confidence intervals to determine if one version outperforms the other — or if results are inconclusive.
A key stage in the customer lifecycle that occurs after acquisition. Activation is defined by a user completing a high-value action for the first time — such as starting a trial, making a purchase, or engaging with a core feature. The exact definition depends on the app’s monetization model and business goals.
A user who currently has an active, paid subscription. This excludes users in a grace period, trial, or lapsed state, and is typically the core population used when calculating MRR or churn rate.
The process of improving an app’s visibility in app store search results and browse sections (e.g., on Apple’s App Store or Google Play). ASO involves optimizing elements like the app name, description, keywords, icon, screenshots, and video preview to drive organic installs and improve conversion rates from page views to downloads.
A performance metric that represents the average revenue generated per user over a defined period. ARPU is calculated by dividing total revenue by the number of active users during that time frame (e.g., monthly). It can be segmented by platform, geography, or acquisition source to assess the value of different user cohorts. While related to LTV, ARPU is time-bound, whereas LTV spans the full customer lifecycle.
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