Practitioner pattern · Hannah Parvaz (Founder of Aperture, a growth agency selling the paid acquisition, experimentation and product growth work discussed)
Divide all ad spend by all installs, trials and purchases, organic included
Unknownanalytics-attribution
What they did
Add up spend across all paid channels (Meta, TikTok, Google...), then divide by total installs, trials and purchases from every channel including organic. Track these blended costs over time to capture the untracked halo effect of ads (word of mouth, later searches).
In their words
Sub Club by RevenueCat · App Optimization Through Experimentation — Hannah Parvaz, Aperture“So we take that total sum of money that we've spent and then divide it by the blended actions that we've got, so total number of trials, total number of purchases, so that we can see how these numbers are increasing over time, but how our costs are decreasing, of course.”
Related topics
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