Practitioner pattern · Hannah Parvaz (Founder of Aperture, a growth agency selling the paid acquisition, experimentation and product growth work discussed)
Start with ~$6K of install ads, then optimize for sign-ups and trials once volume allows
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What they did
For a new app, first run app install campaigns only (minimum ~$6K budget: ~$5 CPI x 50 conversions/week, about 7/day, enough for a few test variants plus one prospecting campaign) so the algorithm and team learn which messages and creatives work. Once a portfolio of working creatives exists, duplicate the campaign and optimize copies for registration, trial, and a custom event (e.g. trial plus content views) to see which performs. Post-install optimization on iOS needs ~120 installs/day per campaign, because each Meta campaign maps to ~10 SKAdNetwork campaign IDs that each need installs for postbacks. Raise budgets gradually and check the new level is sustainable.
- Stage
- Scale (early paid scaling)
In their words
Sub Club by RevenueCat · App Optimization Through Experimentation — Hannah Parvaz, Aperture“the very first thing we'll always do is start running app install campaigns, first of all.”
“So we will duplicate that campaign and then optimize it for registration, optimize it for trial, optimize it for our custom event that we spoke about earlier, see which one of those performs better.”
“So you change from 50 in a week to like 120 in a day that you need to get for your one campaign.”
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