Blended CAC = Total Acquisition Spend / Total New Subscribers. Channel CAC = Channel Spend / Channel Subscribers. Organic % = Organic Installs / Total Installs x 100.
Apple Search Ads typically delivers the highest-quality subscribers (high intent, searching for apps). ASO is the best ROI (free installs). Facebook and TikTok provide scale but lower subscriber quality. The optimal mix depends on your category, budget, and LTV by channel. Test and measure relentlessly.
Spend up to the point where marginal CAC equals marginal LTV. Practically: if your LTV/CAC ratio drops below 2:1 on a channel, you are overspending. Most growing subscription apps spend 30-50% of revenue on UA. Start small, measure ROAS, and scale channels that work.
Invest in ASO first (it improves paid conversion too). Build referral and sharing loops for compounding organic growth. Use paid UA to accelerate and fill gaps. The healthiest subscription apps get 40-60% of installs organically — reducing dependence on any single paid channel.
The percentage of users who delete your app after installation, often within the first 24-72 hours, but can be longer-term as well. High uninstall rates typically signal onboarding friction, weak value delivery, or misleading acquisition messaging.
A Google Ads campaign type that promotes your app across Google Search, the Play Store, YouTube, and the Display Network using machine learning. UACs optimize automatically for installs or in-app actions like trial starts or subscriptions based on real-time performance data.
The in-app or store-level experience a user goes through when canceling their subscription. A well-designed unsubscribe flow can reduce churn by offering pause options, downgrade plans, or highlighting underused value. Poor unsubscribe UX may lead to frustration and negative reviews.
A tactic that encourages users to move to a higher-tier subscription plan or unlock additional features. Upsells can be timed based on user behavior (e.g., usage limits, feature interactions) and are most effective when they clearly communicate added value.
Data collected on how users interact with the app - including features used, frequency, depth of engagement, and time spent. Usage analytics inform feature prioritization, upsell timing, onboarding flows, and lifecycle messaging strategies.
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