User acquisition
Ad spend
$22.7k
2.0%
vs previous
Paid installs
14.6k
2.0%
vs previous
Cost per install
$1.55
0.0%
vs previous
True ROAS
2.13x
1.5%
Organic installs
29k
0.9%
66% of all installs
Day-7 ROAS
0.74x
1.0%
attributed revenue, first 7 days
Payback
11 days
days until a cohort returns its spend
Budget used
15.8%
On pace · day 5 of 30
Spend by channel
Daily ad spend, Oct 7 – Nov 5
Google Ads
Meta Ads
Apple Search Ads
$0
$200
$400
$600
$800
Total
Oct 7
Oct 12
Oct 17
Oct 22
Oct 27
Nov 1
| Day | Google Ads | Meta Ads | Apple Search Ads | Total |
|---|---|---|---|---|
| Wed, Oct 7 | $385 | $273 | $115 | $773 |
| Thu, Oct 8 | $373 | $270 | $129 | $772 |
| Fri, Oct 9 | $331 | $263 | $115 | $709 |
| Sat, Oct 10 | $334 | $274 | $130 | $739 |
| Sun, Oct 11 | $370 | $281 | $116 | $768 |
| Mon, Oct 12 | $395 | $263 | $130 | $788 |
| Tue, Oct 13 | $353 | $259 | $117 | $729 |
| Wed, Oct 14 | $333 | $275 | $116 | $723 |
| Thu, Oct 15 | $374 | $281 | $129 | $784 |
| Fri, Oct 16 | $394 | $264 | $116 | $773 |
| Sat, Oct 17 | $357 | $259 | $130 | $746 |
| Sun, Oct 18 | $339 | $276 | $116 | $731 |
| Mon, Oct 19 | $381 | $282 | $129 | $793 |
| Tue, Oct 20 | $333 | $276 | $129 | $739 |
| Wed, Oct 21 | $375 | $270 | $116 | $762 |
| Thu, Oct 22 | $395 | $266 | $130 | $791 |
| Fri, Oct 23 | $358 | $271 | $116 | $745 |
| Sat, Oct 24 | $338 | $277 | $117 | $732 |
| Sun, Oct 25 | $373 | $270 | $132 | $775 |
| Mon, Oct 26 | $399 | $267 | $118 | $783 |
| Tue, Oct 27 | $356 | $271 | $131 | $758 |
| Wed, Oct 28 | $344 | $277 | $118 | $739 |
| Thu, Oct 29 | $380 | $270 | $132 | $783 |
| Fri, Oct 30 | $384 | $260 | $117 | $761 |
| Sat, Oct 31 | $341 | $267 | $131 | $739 |
| Sun, Nov 1 | $379 | $263 | $118 | $760 |
| Mon, Nov 2 | $385 | $279 | $132 | $795 |
| Tue, Nov 3 | $349 | $275 | $119 | $743 |
| Wed, Nov 4 | $339 | $257 | $117 | $713 |
| Thu, Nov 5 | $378 | $263 | $130 | $771 |
Installs
Daily paid and organic installs
Paid
Organic
0
500
1k
1.5k
2k
Total
Oct 7
Oct 12
Oct 17
Oct 22
Oct 27
Nov 1
| Day | Paid | Organic | Total |
|---|---|---|---|
| Wed, Oct 7 | 494 | 922 | 1.4k |
| Thu, Oct 8 | 492 | 979 | 1.5k |
| Fri, Oct 9 | 466 | 919 | 1.4k |
| Sat, Oct 10 | 476 | 1k | 1.5k |
| Sun, Oct 11 | 479 | 1k | 1.5k |
| Mon, Oct 12 | 513 | 935 | 1.4k |
| Tue, Oct 13 | 476 | 958 | 1.4k |
| Wed, Oct 14 | 466 | 931 | 1.4k |
| Thu, Oct 15 | 492 | 957 | 1.4k |
| Fri, Oct 16 | 503 | 932 | 1.4k |
| Sat, Oct 17 | 491 | 1k | 1.5k |
| Sun, Oct 18 | 469 | 999 | 1.5k |
| Mon, Oct 19 | 496 | 953 | 1.4k |
| Tue, Oct 20 | 467 | 966 | 1.4k |
| Wed, Oct 21 | 496 | 913 | 1.4k |
| Thu, Oct 22 | 515 | 969 | 1.5k |
| Fri, Oct 23 | 481 | 914 | 1.4k |
| Sat, Oct 24 | 461 | 1k | 1.5k |
| Sun, Oct 25 | 504 | 993 | 1.5k |
| Mon, Oct 26 | 509 | 973 | 1.5k |
| Tue, Oct 27 | 490 | 921 | 1.4k |
| Wed, Oct 28 | 467 | 978 | 1.4k |
| Thu, Oct 29 | 512 | 930 | 1.4k |
| Fri, Oct 30 | 500 | 947 | 1.4k |
| Sat, Oct 31 | 478 | 1k | 1.5k |
| Sun, Nov 1 | 490 | 1k | 1.5k |
| Mon, Nov 2 | 507 | 946 | 1.5k |
| Tue, Nov 3 | 475 | 973 | 1.4k |
| Wed, Nov 4 | 472 | 952 | 1.4k |
| Thu, Nov 5 | 498 | 978 | 1.5k |
Channels
Spend, installs and the revenue each ad platform attributes
| Channel | Spend | Installs | CPI | Attributed ROAS | D7 ROAS | Spend trend |
|---|---|---|---|---|---|---|
Google Ads
48% of spend
|
$10.9k
+2.5%
|
7.1k |
$1.55
|
1.53x | 0.87x |
−1%
Google Ads spend flat over the period
|
Meta Ads
36% of spend
|
$8.1k
+1.6%
|
4.6k |
$1.78
|
1.02x | 0.58x |
−1%
Meta Ads spend flat over the period
|
Apple Search Ads
16% of spend
|
$3.7k
+1.6%
|
3k |
$1.22
|
1.26x | 0.72x |
+2%
Apple Search Ads spend flat over the period
|
Attributed ROAS counts only revenue each platform credits to its installs; True ROAS above uses all revenue.
Cohort payback
True ROAS by day since install
Pays back on day 11
Day ·
break-even 1.0x
Install dayDay 60
D7
0.74x
D30
1.59x
D60
1.75x
Campaigns
12 paid campaigns in this view · 3 need attention
Summer_UA_US is below 1.0x True ROAS
Run Hero · Meta Ads. Under the 1.5x target since Oct 30, partly because attribution stopped updating.
View insight
| Campaign | Status | Spend | Installs | CPI | ROAS vs target | Budget pacing | Spend trend |
|---|---|---|---|---|---|---|---|
|
PP_UAC_Tier1
Puzzle Pro · Google Ads
|
Budget 116% used, day 5 | $2.7k | 2k | $1.38 |
2.4x
target 2.0x
|
+2%
PP_UAC_Tier1 spend flat over the period
| |
|
PP_Lookalike_1pct
Puzzle Pro · Meta Ads
|
On target | $1.9k | 1.2k | $1.68 |
1.9x
target 1.8x
|
−0%
PP_Lookalike_1pct spend flat over the period
| |
|
RH_Search_Global
Run Hero · Google Ads
|
On target | $1.9k | 893 | $2.14 |
1.6x
target 1.5x
|
+1%
RH_Search_Global spend flat over the period
| |
|
Summer_UA_US
Run Hero · Meta Ads
|
Below target 7 days | $1.3k | 586 | $2.25 |
0.8x
target 1.5x
|
+0%
Summer_UA_US spend flat over the period
| |
|
TM_UAC_Puzzle
Tile Match · Google Ads
|
On target | $919 | 482 | $1.91 |
1.7x
target 1.5x
|
+0%
TM_UAC_Puzzle spend flat over the period
| |
|
MG_Retargeting
Merge Garden · Meta Ads
|
On target | $855 | 420 | $2.03 |
1.6x
target 1.5x
|
+2%
MG_Retargeting spend flat over the period
| |
|
PP_Brand_Exact
Puzzle Pro · Apple Search Ads
|
On target | $829 | 702 | $1.18 |
2.4x
target 2.0x
|
+3%
PP_Brand_Exact spend flat over the period
| |
|
HL_Habits_Broad
Habit Loop · Meta Ads
|
On target | $789 | 463 | $1.70 |
1.6x
target 1.5x
|
+0%
HL_Habits_Broad spend flat over the period
| |
|
CS_UAC_Casual
Color Sort · Google Ads
|
On target | $725 | 398 | $1.82 |
2.1x
target 1.6x
|
−3%
CS_UAC_Casual spend flat over the period
| |
|
FT_Fitness_Generic
Fit Timer · Apple Search Ads
|
On target | $714 | 485 | $1.47 |
2.4x
target 2.0x
|
+2%
FT_Fitness_Generic spend flat over the period
| |
|
WS_UAC_Android
Word Sprint · Google Ads
|
On target | $263 | 120 | $2.19 |
1.6x
target 1.5x
|
−49%
WS_UAC_Android spend falling over the period
| |
|
WS_Brand_Keywords
Word Sprint · Apple Search Ads
|
App removed, still spending | $102 | 69 | $1.48 |
0.7x
target 1.5x
|
−7%
WS_Brand_Keywords spend falling over the period
|
Budget pacing compares the daily run-rate with each campaign's monthly budget. 100% means it will spend exactly its budget.
By country
Where spend goes and what it buys
| Country | Spend | Paid installs | CPI | True ROAS |
|---|---|---|---|---|
| United States |
$8.9k
|
2.5k | $3.56 | 1.91x |
| Germany |
$2k
|
732 | $2.79 | 2.60x |
| India |
$2.7k
|
4.1k | $0.67 | 1.59x |
| Japan |
$1.4k
|
585 | $2.33 | 2.84x |
| United Kingdom |
$1.6k
|
585 | $2.72 | 2.13x |
| Brazil |
$1.1k
|
1.8k | $0.65 | 2.55x |
| France |
$1.1k
|
585 | $1.94 | 2.13x |
| Canada |
$909
|
293 | $3.10 | 2.13x |
| Mexico |
$681
|
1k | $0.67 | 2.13x |
| South Korea |
$454
|
293 | $1.55 | 3.19x |
| Australia |
$454
|
146 | $3.10 | 3.19x |
| Indonesia |
$681
|
1.3k | $0.52 | 1.42x |
Budget pacing
This month by channel · day 5 of 30
Google Ads
$1.8k / $13.2k
Under pace
projected $11k
Meta Ads
$1.3k / $7.9k
On pace
projected $8k
Apple Search Ads
$616 / $2.9k
Ahead of pace
projected $3.7k
Expected by today
Apple Search AdsKeywords and the search terms that triggered them
| Keyword | Match | Spend | Taps | Installs | Avg CPT | CPI | Tap → install | True ROAS |
|---|---|---|---|---|---|---|---|---|
habit tracker
Habit Loop
|
Exact | $522 | 320 | 157 | $1.63 | $3.33 | 49% | 1.13x |
runner game
Run Hero
|
Broad | $410 | 466 | 219 | $0.88 | $1.87 | 47% | 1.02x |
workout timer
Fit Timer
|
Exact | $393 | 271 | 141 | $1.45 | $2.79 | 52% | 1.90x |
puzzle games
Puzzle Pro
|
Broad | $340 | 304 | 134 | $1.12 | $2.55 | 44% | 1.29x |
hiit timer
Fit Timer
|
Broad | $322 | 266 | 128 | $1.21 | $2.52 | 48% | 1.43x |
merge games
Merge Garden
|
Broad | $321 | 331 | 136 | $0.97 | $2.37 | 41% | 0.97x |
endless run
Run Hero
|
Broad | $285 | 274 | 99 | $1.04 | $2.89 | 36% | 0.66x |
puzzle pro
Puzzle Pro
|
Exact | $282 | 671 | 456 | $0.42 | $0.62 | 68% | 2.99x |
jigsaw
Puzzle Pro
|
Broad | $207 | 218 | 85 | $0.95 | $2.44 | 39% | 1.12x |
run hero
Run Hero
|
Exact | $196 | 560 | 397 | $0.35 | $0.49 | 71% | 1.75x |
tile match
Tile Match
|
Exact | $168 | 227 | 125 | $0.74 | $1.35 | 55% | 0.84x |
word sprint
App removed
Word Sprint
|
Exact | $102 | 330 | 76 | $0.31 | $1.34 | 66% | 0.72x |
| Search term | Taps | Installs | Tap → install | CPI | Keyword |
|---|---|---|---|---|---|
“brain puzzle”
Puzzle Pro
|
150 | 87 | 58% | $1.43 | Add as keyword |
“tabata timer”
Fit Timer
|
122 | 77 | 63% | $2.11 | Add as keyword |
“subway runner”
Run Hero
|
255 | 74 | 29% | $2.61 | Add as negative |
“jigsaw puzzles free”
Puzzle Pro
|
216 | 71 | 33% | $2.52 | Already a keyword |
“logic games offline”
Puzzle Pro
|
91 | 55 | 61% | $1.36 | Add as keyword |
“interval timer gym”
Fit Timer
|
96 | 55 | 57% | $2.33 | Already a keyword |
“running game kids”
Run Hero
|
88 | 46 | 52% | $1.46 | Add as keyword |
“merge dragons”
Merge Garden
|
138 | 33 | 24% | $4.04 | Add as negative |
Terms that convert above 50% and are not keywords yet are suggested as exact-match keywords; weak ones as negatives.
