Practitioner pattern · Ashley Black (Founder of Candid Consulting, an agency that runs and audits Google App Campaigns for app clients)
Tell Google to find trial starts, not paid subscribers
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What they did
For subscription apps don't optimize campaigns for purchases or trial completion: with a typical 7-day trial the signal reaches Google a week late. Optimize for an early event, usually start trial, and experiment with other early events.
In their words
Sub Club by RevenueCat · The Right (and Wrong) Way to Grow with Google App Campaigns — Ashley Black, Candid Consulting“I typically don't like people to optimize their their campaigns for purchases, or or like, you know, trial complete or something like that, because those tend to happen way too far out, right?”
“And so really optimizing for those like earlier signals. Most of the time, it's a start trial in most cases.”
Related topics
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- Pull costly Google ad videos a few at a time over a week, not all at onceKept conversions flowing; all were removed after a week
- Refresh tired Google ads by changing a single wordGuest says even removing one word makes Google re-test the ad
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