Connect app discovery to the value people stay for

Find the break between discovery and retained value

Use this service when people discover or install your app but the commercial picture remains unclear. Store-page conversion may need work, campaign promises may attract the wrong audience, or onboarding may delay the first useful experience. A subscription change can also make acquisition reports difficult to compare.

As your Fractional CMO & Head of Growth, I connect store acquisition to the existing product growth and lifecycle marketing work. The agreed scope can include research, store-page and campaign assets, marketing implementation and experiments across the customer journey.

Build the store and acquisition work together

App-store optimisation means improving how an eligible buyer finds and understands your app in its store. I review the available search, product-page and conversion evidence, then develop the agreed message, visual briefs and testing priorities. Product facts, store requirements and available permissions shape implementation.

Apple Ads on the App Store can form part of the paid plan, alongside other agreed acquisition channels. I connect targeting and creative decisions to the promise on the store page and the experience after installation. Budget and material changes follow your approval process.

Agree deliverables across the app journey

The work connects a defined acquisition problem to changes your team can review:

• App growth diagnostic: audience, storefront, channel and journey evidence, with missing inputs recorded
• Store-page plan and assets: positioning, copy, screenshot or creative briefs, and agreed updates or tests
• Acquisition implementation: campaign structure, creative variants, conversion definitions and an owned test plan
• First-value and subscription journey: onboarding messages, lifecycle triggers, paywall or offer experiments agreed with product
• Cohort review: acquisition costs, activation, payment, renewal and refund evidence, with store-billing reconciliation

Give marketing and product clear implementation owners

I personally build and run the agreed campaigns, content, lifecycle and marketing workflows. Store publication, native app changes, billing configuration and event instrumentation each need an authorised owner. I can prepare the requirements and coordinate those dependencies; implementation responsibilities are agreed before work starts.

Bring the app business model, target audiences, current store assets, campaign access and product analytics you can share. Include store sales or subscription records, relevant refunds and costs. A product owner should explain the first-value event and which journey changes the team can support.

Worked decision: more installs, unchanged proceeds

This is a hypothetical diagnostic example. A campaign reports more installs, while recorded store proceeds remain unchanged. Compare the same storefront, currency and eligible cohort before changing spend. Confirm whether those users reached first value and whether their payment or renewal window has matured.

If the new cohort is still immature, mark the revenue decision pending. If eligible users consistently stop before first value, inspect the campaign promise and onboarding together. A refund from an older cohort does not establish that the new campaign failed. The next action follows the supported break in the journey.

Reconcile the evidence before deciding to scale

Agree cohort eligibility, event definitions, cost scope and observation windows. Read platform-attributed installs alongside product events and store billing records. These systems may use different windows, definitions and privacy-limited reporting. Keep discrepancies visible rather than forcing every record into one supposedly exact identity.

Review store response, first value, payment and retained value at comparable cohort ages. Use observed net proceeds after relevant store adjustments and recorded acquisition costs where available. Projection stays separate from observed returns. iOS measurement limits may prevent user-level joins or a causal return-on-investment conclusion.

Download the blank mobile growth evidence CSV. This header-only UTF-8 CSV contains no example results or formulas. Record the sources and maturity of your own evidence.

Start with a bounded change and keep the learning

Choose the store, audience and journey question the available evidence can support. Agree the implementation, approvals, budget and review point. I can then run the agreed work and maintain a decision record the team can use for the next experiment.

The scope can combine a focused store or campaign improvement with broader acquisition and retention ownership. Discuss your app growth scope or explore the connected paid user acquisition work.

How to use the blank working templates