ROAS means different things on iOS
Return on ad spend (ROAS) is revenue divided by ad spend. Simple on paper. On App Store subscription apps, you must decide: gross revenue or net after Apple’s cut? Trials or only paid subscribers? Refunds included or excluded?
Pick one definition and stick to it. Subvra dashboards emphasize net profit (RevenueCat-attributed revenue minus ASA spend) so decisions align with cash, not vanity ROAS.
Good ROAS targets for subscriptions
There is no universal “4x ROAS” target for $5/month apps vs $80/year plans. Instead:
- ROAS > 1.0 on a 30-day window means you are revenue-positive on attributed cohorts
- Sub-1.0 can be acceptable during tested scale if LTV curves show payback within your runway
- Brand should outperform category; if brand ROAS is weak, fix structure before scaling
Use RevenueCat cohort charts for payback timing; use ASA keyword reports for where to cut.
Why install ROAS lies
Apple attributes installs quickly. Revenue lags trials, billing retries, and annual renewals. A keyword can look terrible on day 3 and excellent on day 30.
Wait for meaningful sample sizes. Pause on spend with zero trials, not zero day-one revenue. Read RevenueCat + ASA attribution.
Improving ROAS without raising bids
- Negative keywords on wasteful search terms
- Shift budget from competitor to category winners
- Tighten broad match once exact keywords are proven
- Cap bids with LTV math instead of chasing impression share
- Improve onboarding—ROAS is a product problem too
Bottom line
Subscription ROAS is a lagging, cohort-level metric. Connect billing data to ASA spend, define net profit clearly, and optimize keywords on economics—not Apple’s install dashboard.