Benchmarks are starting points, not targets
Trial-to-paid varies wildly by category, price, onboarding, and traffic quality. ASA traffic is usually higher intent than social—expect better than cold web—but verify in RevenueCat.
Rough cold-start ranges (ASA, subscriptions)
- Conservative planning: 1–3% install-to-paid
- Solid ASA category keywords: 3–8%+ possible
- Brand often highest conversion
- Competitor keywords: highly variable—measure, don’t assume
Improve conversion before raising bids
- Onboarding clarity and paywall timing
- Keyword intent match (exact category beats broad junk)
- Store listing alignment with ad promise
- Geo-specific pricing and trials
Use in bid math
Plug your rate into max CPA = LTV × conversion × margin.