Apple Search Ads for subscription apps
Everything we know about running ASA profitably for an indie subscription app — from wiring attribution to scaling profitable keywords — organized by topic. Start anywhere.
ASA
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Exact match vs. broad match in Apple Search Ads for subscription apps
Use broad match and Search Match to find new terms, then move winners to exact match where you can bid precisely. Here's how each type works and when to switch.
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How to set your Apple Search Ads CPT bid from subscriber LTV
Flat CPT bids ignore subscriber economics. Here's the formula for deriving a per-keyword bid ceiling from lifetime value and trial-to-paid rate — so every bid has a defensible number behind it.
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Harvesting search terms: turn discovery traffic into keywords that pay
Broad match and Search Match find queries you'd never think to target. Here's a simple loop for harvesting the winners into exact keywords and cutting the rest.
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Geo-splitting: when to fork an Apple Search Ads campaign by country
Forking an ASA campaign by country gives you per-market bid control — but it also multiplies your account. Here's when geo-splitting earns its keep and when it just adds noise.
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Impression share: the Apple Search Ads metric that tells you where to scale
Most operators bid up keywords blindly. Impression share tells you which profitable keywords still have room to grow — and which are already maxed out.
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Setting up AdServices attribution so RevenueCat can tie subscribers to ASA keywords
If your ASA spend can't be matched to subscribers, your ROAS is a guess. Here's how AdServices attribution works, why it breaks, and exactly what to check to fix it.
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Why cohort ROAS beats install metrics for subscription apps
Cost-per-install tells you nothing about whether a keyword makes money. Here's how to switch your Apple Search Ads to cohort ROAS — and why it changes which keywords you keep.
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Negative keywords: the cheapest ROAS win in Apple Search Ads
Negative keywords cost nothing to add and stop you paying for queries that will never convert. Here's how to find the wasted spend and build a negative-keyword hygiene habit.
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ASA campaign structure for subscription apps: discovery, brand, and generic
The three-campaign-type setup that keeps Apple Search Ads readable and controllable for indie subscription apps — and why cramming match types into one campaign quietly wrecks your data.
Strategy
-
Exact match vs. broad match in Apple Search Ads for subscription apps
Use broad match and Search Match to find new terms, then move winners to exact match where you can bid precisely. Here's how each type works and when to switch.
-
How to set your Apple Search Ads CPT bid from subscriber LTV
Flat CPT bids ignore subscriber economics. Here's the formula for deriving a per-keyword bid ceiling from lifetime value and trial-to-paid rate — so every bid has a defensible number behind it.
-
Geo-splitting: when to fork an Apple Search Ads campaign by country
Forking an ASA campaign by country gives you per-market bid control — but it also multiplies your account. Here's when geo-splitting earns its keep and when it just adds noise.
-
ASA campaign structure for subscription apps: discovery, brand, and generic
The three-campaign-type setup that keeps Apple Search Ads readable and controllable for indie subscription apps — and why cramming match types into one campaign quietly wrecks your data.
Keywords
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Exact match vs. broad match in Apple Search Ads for subscription apps
Use broad match and Search Match to find new terms, then move winners to exact match where you can bid precisely. Here's how each type works and when to switch.
-
Harvesting search terms: turn discovery traffic into keywords that pay
Broad match and Search Match find queries you'd never think to target. Here's a simple loop for harvesting the winners into exact keywords and cutting the rest.
ROAS
-
How to set your Apple Search Ads CPT bid from subscriber LTV
Flat CPT bids ignore subscriber economics. Here's the formula for deriving a per-keyword bid ceiling from lifetime value and trial-to-paid rate — so every bid has a defensible number behind it.
-
Why cohort ROAS beats install metrics for subscription apps
Cost-per-install tells you nothing about whether a keyword makes money. Here's how to switch your Apple Search Ads to cohort ROAS — and why it changes which keywords you keep.
Search Terms
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Harvesting search terms: turn discovery traffic into keywords that pay
Broad match and Search Match find queries you'd never think to target. Here's a simple loop for harvesting the winners into exact keywords and cutting the rest.
-
Negative keywords: the cheapest ROAS win in Apple Search Ads
Negative keywords cost nothing to add and stop you paying for queries that will never convert. Here's how to find the wasted spend and build a negative-keyword hygiene habit.
Attribution
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Setting up AdServices attribution so RevenueCat can tie subscribers to ASA keywords
If your ASA spend can't be matched to subscribers, your ROAS is a guess. Here's how AdServices attribution works, why it breaks, and exactly what to check to fix it.
-
Why cohort ROAS beats install metrics for subscription apps
Cost-per-install tells you nothing about whether a keyword makes money. Here's how to switch your Apple Search Ads to cohort ROAS — and why it changes which keywords you keep.