Sub Club by RevenueCat · 2026-06-24

How Simply Finally Cracked Facebook Ads with Web Funnels – Yoav Sharon, Simply

Yoav Sharon, head of growth and product at Simply (Simply Piano, Guitar, Sing, Draw), on running a multi-app portfolio, web-to-app funnels that finally made Facebook work and now drive ~20% of revenue, family/multi-app plans, working with Apple and Google as partners, favoring monthly plans for LTV and feedback speed, a custom Big Mac-style pricing index, a Japan paywall localization lesson, an AI drawing feature that lifted ARPU, and a soft-paywall test that backfired for adults.

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17 tactics

Simply · B2C · creative hobby learning apps

Send Facebook ad clicks to a short web quiz and paywall, not the App Store

~20% of revenue from web; Facebook worked for the first time

“what we found that working really well for us is the ability to have a holistic flow from the ad. Exactly to your point through onboarding and all the way to the payroll itself”

Workedweb-to-apppaid-social

Sub Club by RevenueCat · 2026-06-24

Simply · B2C · creative hobby learning apps

Sell a bundle of all your apps on the web, where you can explain it

Guest says it works well; no numbers

“So, this is where we're able to market our bundle offer. And definitely we are doing it in the web and it's really working well for us.”

Workedweb-to-appupsell-expansion

Sub Club by RevenueCat · 2026-06-24

Simply · B2C · creative hobby learning apps

Offer a family plan with up to 5 profiles that covers every app

Multi-app, multi-profile accounts retain best in every cohort

“Later on, it became multi-profile with up to five profiles and multi-app.”

Workedpricingretention

Sub Club by RevenueCat · 2026-06-24

Simply Piano · B2C · piano learning app

Mark songs in the piano app that you can also sing in the singing app

“we added an indication for those pieces that we also had the same piece in Simply Sing”

Unknownupsell-expansionfeature-development

Sub Club by RevenueCat · 2026-06-24

Simply · B2C · creative hobby learning apps

Switch off app ads in one country and web ads in another to spot overlap

Showed where apps and channels cannibalized each other; no numbers

“we turned off app campaigns on a certain geo. We turned off web campaigns on another geo and we started seeing what happens to the organic traffic”

Workedanalytics-attributionexperimentation

Sub Club by RevenueCat · 2026-06-24

Simply · B2C · creative hobby learning apps

Launch each new hobby as its own app, run by a small independent team

Piano ~80% of its category; Draw revenue grew ~6x last year

“forming a multidisciplinary team, we call them pods that basically tries to build a product offering and nail down that value proposition that actually meets that needs.”

Workedportfolioteam-process

Sub Club by RevenueCat · 2026-06-24

Simply · B2C · creative hobby learning apps

Meet your Apple and Google account managers every two weeks and share your roadmap

Got early beta access and design partnerships; no numbers

“We have monthly meetings, even in Simply Piano, I think we have a fortnightly meetings, biweekly meetings with our account managers there, both in Apple and Google.”

Workedpartnerships

Sub Club by RevenueCat · 2026-06-24

Simply Piano · B2C · piano learning app

Build a version for each new headset in time for its launch

Not about ROI yet; bet on the future

“It's not about an ROI right now or the direct revenues, but it's definitely the direction of the future”

Unknownfeature-developmentpartnerships

Sub Club by RevenueCat · 2026-06-24

Simply Piano · B2C · piano learning app

Lean on monthly plans once people keep renewing month after month

Higher LTV on monthly than annual in Simply Piano; no numbers

“we do have better LTV basically on our monthly plans for Simply Piano.”

Workedpricing

Sub Club by RevenueCat · 2026-06-24

Simply · B2C · creative hobby learning apps

Test annual discounts as deep as 60-75% off monthly

Guest calls discount depth a valuable lever; no numbers

“I think sometimes it's 60 plus 60% or sometimes 75. It depends on the plan itself.”

Unknownpricingexperimentation

Sub Club by RevenueCat · 2026-06-24

Simply · B2C · creative hobby learning apps

Try weekly plans for a skill that takes months to learn

Tested in some apps; none offered now

“We've tested it in some of the apps, not in the bundle in some apps, but right now we're not offering anything.”

Unknownpricing

Sub Club by RevenueCat · 2026-06-24

Simply · B2C · creative hobby learning apps

Price each country with your own Big Mac-style index, not currency conversion

Big ARPU jump in most countries; a few didn't work and were adjusted

“So, we created our own pricing index, like our own Big Mac index, similar concept that takes into account not similarly to the Big Mac, like the purchase power in that geo, but also other considerations”

Workedpricinglocalization

Sub Club by RevenueCat · 2026-06-24

Simply Piano · B2C · piano learning app

Pick one country by upside and confidence, then fully localize songs, screens and store

All Japan metrics grew except paywall conversion, which fell

“we created a very thoughtful and deep model that estimated the potential of each geo in terms of what might be the upside in that geo, the incremental audience and incremental ARPU, but also what is our confidence that we can really meet that potential.”

Mixedlocalizationmarket-selection

Sub Club by RevenueCat · 2026-06-24

Simply Piano · B2C · piano learning app

In Japan, swap the clean paywall for a long page with company story and reviews

Paywall conversion 'skyrocketed' after falling with the Western-style paywall

“They expect very detailed story of the company, of the founders, of our values, of all the things that you're frustrated that no one reads, they want to read all the social quotes and a lot of colors.”

Workedpaywalllocalization

Sub Club by RevenueCat · 2026-06-24

Simply Draw · B2C · drawing lessons app for kids

Use AI to bring a kid's drawing to life in the first session

Raised ARPU; parents share results on Instagram; no numbers

“they used AI to bring the drawing that the kid was just finished drawing, bring it to life”

Workedonboardingproduct-activation

Sub Club by RevenueCat · 2026-06-24

Simply · B2C · creative hobby learning apps

Turn the features users love most into your ads

Guest says it works; no numbers

“Many times, many of our creatives are being inspired by real usage that happens and features that are really beneficial to our users.”

Unknownpaid-social

Sub Club by RevenueCat · 2026-06-24

Simply Piano · B2C · piano learning app

Show a soft paywall after onboarding, then keep it only for kids' accounts

Big early ARPU win; adults without a piano didn't stay, so kept it for kids only

“in Simply Piano we introduced a soft paywall at the end of onboarding”

Mixedpaywallonboarding

Sub Club by RevenueCat · 2026-06-24

Numbers mentioned

Subject	Metric	Value	Quote
Simply	users Active users/learners across all Simply apps (transcript: 'million users'; description: 'millions of learners')	millions of learners approximate	“Across all of them, we are active with million users and learners around the world.”
Simply	count Languages the apps are available in	11 languages	“11 languages, 180 countries.”
Simply	count Countries with users	180 countries approximate	“11 languages, 180 countries.”
Simply Piano	share Market share among piano learning apps	80% approximate	“Simply Piano is a market leader like 80% amongst all piano learning apps.”
Simply Draw	growth rate Revenue growth last year (2025); transcript reads 'six weeks', likely 6x	+6 x/year approximate	“it grew six weeks last year in revenue and already at an interesting scale”
Simply	share Share of Simply revenue coming from web-to-app campaigns/web flows in the past year	20%/year approximate	“About 20% of our revenue from CMB panel in the past year came from a web flow.”
Simply	share Share of acquisition from app (store) campaigns before web campaigns were added	100%	“So, we used to be 100% at campaigns and we started enjoying web campaigns.”
Simply	conversion rate Conversion in tests of the holistic ad -> web onboarding -> paywall flow	increased significantly approximate	“We did see some very successful tests where this holistic experience from ad through onboarding through the paywall managed to increase conversion significantly.”
Simply	count Max profiles on the family plan	5 profiles	“Later on, it became multi-profile with up to five profiles and multi-app.”
Simply Piano	ltv Simply Piano LTV, monthly vs annual plans	higher on monthly plans than annual approximate	“we do have better LTV basically on our monthly plans for Simply Piano.”
Simply	discount Annual plan discount vs monthly; varies by plan	60–75% approximate	“I think sometimes it's 60 plus 60% or sometimes 75. It depends on the plan itself.”
Simply	activity volume Account-manager meetings with Apple and Google for Simply Piano (fortnightly; monthly elsewhere)	2 meetingsper platform /month approximate	“We have monthly meetings, even in Simply Piano, I think we have a fortnightly meetings, biweekly meetings with our account managers there, both in Apple and Google.”
Simply	arpu After rolling out custom purchasing-power pricing index across all geos	significant, dramatic increase in most geos approximate	“We saw significant dramatic ARPU increase.”
Simply Piano	conversion rate Japan paywall/checkout conversion after deep localization with Western-style paywall	flat to decreased approximate	“the checkout conversion, the paywall conversion, it did not move even on the contrary, it even decreased”
Simply Piano	conversion rate Japan paywall conversion after switching to a long, detailed paywall	skyrocketed approximate	“we had a very long one pager that they scrolled and scrolled and read, conversion skyrocketed.”
Simply Draw	arpu After adding AI drawing animation to the first-time user experience	really increased approximate	“So, when we introduced this during first time user experience, it really increased ARPU”
Simply Piano	arpu Soft paywall at end of onboarding ('premium awareness test'); later found poor-fit adult subscribers	significant win approximate	“This test was fantastic significantly on ARPU.”