Paywall + ASA must align
Ads promise an outcome; paywall delivers the business model. Mismatch tanks trial-to-paid and makes ASA look “expensive” when onboarding is the real leak.
Optimization levers
- Trial length vs annual push—match keyword intent
- Show paywall after value moment, not screen one
- Localized pricing for top ASA geos
- Clear annual savings on high-intent category keywords
- Measure keyword → trial → paid in RevenueCat, not just installs
Then tune ASA
Fix product conversion before raising bids. Conversion benchmarks · ROAS guide