Numbers · Published 2025-09-03 · 2 min read
Campaign report: month five
The first-month report, the second-month report, the third-month report.
🔧 Setup
- Optimisation: Purchase
- Period: 15 July – 15 August
- Niche: photo apps
📊 Results
- GEO: US, CA, UK, SP, BR
- Spend: $6,271
- Purchases: 212
- CPA: $30
- 3-Day ROAS: 68%
- Profit: $0
- MRR: $3,000
💡 What I did
1. New creatives. Using neural networks we made “cheeky” creatives — George Clooney and Margot Robbie talking about our app. They performed worse than the current ones.
Recent months had shown a steady purchase price of about $23 — on any creative and in any country. I decided to check whether monetisation could be tuned, and ran a series of A/B tests in Apphud:
- A/B test: removed the trial
- 1,000 users
- ARPU: −48%
❌ Not shipping it
- A/B test: cut prices by 30%
- 1,000 users
- ARPU: −11%
❌ Not shipping it
- A/B test: doubled prices
- ? users. Switched it off quickly, because it was obvious everything had changed
- ARPU: +50% in the US
✅ Shipping it for the US
How the experiments are run technically
We create copies of the products with new prices. Through the Apphud paywall we serve users the new and the old prices at random.
In sum
The annual subscription went from $30 to $60. In other countries people stopped buying, but in the US conversion stayed where it was and ARPU rose to $2. Previously the main traffic went to Spanish- and Portuguese-speaking regions. Now we can afford a more expensive purchase and there is a reason to bring traffic into the US 🚀
🔥 Plans
- Push harder into the US.
- New experiments with the CPP and the icon.
Want a launch like this? Write to me.