Opal · B2C · screen time app
Ask new users where they heard about you, and split results by answer
Founder calls it the most reliable attribution, beating paid tools
Workedanalytics-attributiononboarding
What they did
An onboarding question asks where the user heard about Opal (e.g. Facebook, word of mouth). Cohorts are segmented by the answer and unblended ROAS is calculated per cohort. Attribution software is also in place, but the survey answer is trusted most.
What happened
Found to be the most reliable attribution method.
“The other thing we do is we do attribution in a very simple way, which is we ask people on the onboarding where they came from. And we found that to be actually the most reliable way of doing it.”
“And then basically, you segment the cohorts based on that answer, and then we look at unblended ROAS based on those cohorts.”
Related topics
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- Hire a user who posted about you to run her own educational channel for you0 to ~700K followers and millions of views in a few months
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More from this episode
- Opal: Judge everything by 8-day ad return; raise spend weekly while above 100%Near zero to $5M ARR in about a year, no separate marketing budget
- Opal: Ship a new app version every Monday, without exceptionSet the rhythm behind 121 A/B tests
- Opal: Charge about $100 a year from the start, after launching at $69Credited with reaching 100% 8-day ad return quickly
- Opal: Pay a creator to run their existing video about your cause as an adTook over all campaigns; mission-led ads keep working
- Opal: Hire one person to make ads with creators who already love the appWorks better than the agencies tried before; no numbers
- Opal: Hide or shrink the close button on the onboarding paywallA winning test when optimizing for 8-day ad return
- Opal: Make the first paywall easier to skip so more people use the free appMore people activated; ARPU fell but stayed manageable, net positive
- Opal: Show the paywall right after a report on the years lost to phonesDownload-to-trial rose from 7% to 17% across iterations
- Opal: Show a trial timeline on the paywall: reminder on day 6, charge on day 7Dozens of challenger paywalls never beat it
- Opal: Set up a 9-to-5 weekday app block automatically during onboardingA huge win in tests; no numbers given
- Opal: Let new users choose how they want to block apps during setupFailed every time; one simple default won
- Opal: Try to bring people back after their first dayMost tests failed, except the offer to trial cancellers
- Opal: Give a free year for 5 invites and lifetime access for 2080% more users sent at least one invite
- Opal: Ask people's age and show a different setup or paywall by age
- Opal: When someone cancels their trial, send a 50% off offer by pushWorks quite well; the one re-engagement test that won
- Opal: Let users see their friends' screen time, with phone number sign-inSlight uplift in tests; some users invite friends
- Opal: Build for iPhone only and hold off on Android and MacReached $5M ARR without an Android app
- Opal: Split users with Firebase and compare groups in AmplitudeAnswers in about 8 days; ran 121 tests with a team of 7