{"id":21454,"date":"2022-11-10T10:26:35","date_gmt":"2022-11-10T09:26:35","guid":{"rendered":"https:\/\/appagent.com\/?p=21454"},"modified":"2024-02-26T19:10:48","modified_gmt":"2024-02-26T19:10:48","slug":"user-acquisition-viability-calculator","status":"publish","type":"post","link":"https:\/\/webrixstudio.online\/aa\/blog\/user-acquisition-viability-calculator\/","title":{"rendered":"Maximize Your User Acquisition Efforts with The UA Viability Calculator"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"21454\" class=\"elementor elementor-21454\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1126ac4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1126ac4\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ff17f08\" data-id=\"ff17f08\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c52904b elementor-widget elementor-widget-text-editor\" data-id=\"c52904b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>You can access an interactive version of the the User Acquisition Viability Calculator <a href=\"https:\/\/appagent.com\/download\/\"><b>HERE<\/b><\/a>.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6f06d6d elementor-widget elementor-widget-heading\" data-id=\"6f06d6d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Predicting ROAS Before Spending on User Acquisition<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8037a64 elementor-widget elementor-widget-text-editor\" data-id=\"8037a64\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Being able to do that could save you a ton of time and money, couldn\u2019t it?!&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The good news is that seeing a bit into the future and having at least a rough estimate of <\/span><b>what user acquisition (UA) results to expect <\/b><span style=\"font-weight: 400;\">\u2014 and understanding <\/span><b>whether or not the product is even ready for a sensible UA test <\/b><span style=\"font-weight: 400;\">\u2014 is, to some extent, possible.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s not what frequently happens though. Here&#8217;s an example that we typically see at AppAgent:<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">A company, after having been relatively successful at growing their app organically, reaches a plateau and sticks to the idea of using paid user acquisition as their next growth driver. A couple of weeks and many thousands of dollars later, they find that the resulting paid UA return on ad spend (ROAS) has been horrendous; and only then do they realize that they could have seen it coming.<\/span><\/i><\/p>\n<p>I believe a lot of such \u201cfailed\u201d cases could be avoided with a simple initial analysis of the UA funnel.<\/p>\n<p><span style=\"font-weight: 400;\">To do this, we use a tool called the <\/span><b>User Acquisition Viability Calculator<\/b><span style=\"font-weight: 400;\">. In this post, you\u2019ll see how it can be used to provide eye-opening insights into the potential of UA.&nbsp;<\/span><\/p>\n<p><b>Note: <\/b>Don\u2019t forget that paid user acquisition is just one part of a <a href=\"https:\/\/appagent.com\/blog\/mobile-app-growth-strategy-that-actually-works\/\" style=\"\">Mobile Growth Strategy<\/a>. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f9322f9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f9322f9\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a9d605c\" data-id=\"a9d605c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1e89c08 elementor-widget elementor-widget-heading\" data-id=\"1e89c08\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How does the UA Viability Calculator Work?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-651d05a elementor-widget elementor-widget-text-editor\" data-id=\"651d05a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The <\/span><b>User Acquisition Viability Calculator<\/b><span style=\"font-weight: 400;\"> is a Google Sheets (or Excel) table representing the whole UA funnel, from the first impression to the final ROAS.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">After we input existing data points and assumptions, a handful of simple formulas will transfer these to a \u201cpotential ROAS\u201d figure, which we can then analyze and <\/span><b>examine a variety of \u201cwhat if\u201d scenarios<\/b><span style=\"font-weight: 400;\">, such as:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What ROAS would we achieve with our current product funnel if we have a CPI of $2 USD?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What would happen if the Trial-to-Sub conversion decreased by 33%?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What is the maximum CPI we can afford if we aim for 150% ROAS?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How much would the lifetime value (LTV) have to improve in order to match the expected Cost Per Action (CPA)?<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a99dff9 elementor-widget elementor-widget-text-editor\" data-id=\"a99dff9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Before going step-by-step through the data preparation and analysis process, let\u2019s see an actual example of how a ready-to-use calculator for a subscription-only monetized app would look:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-6b48af7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6b48af7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-inner-column elementor-element elementor-element-c0e7fe9\" data-id=\"c0e7fe9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7a63d08 elementor-widget elementor-widget-image\" data-id=\"7a63d08\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/appagent.com\/wp-content\/uploads\/2022\/11\/image-5-e1706801729402.png\" data-elementor-open-lightbox=\"yes\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAyNTQsInVybCI6Imh0dHBzOlwvXC93ZWJyaXhzdHVkaW8ub25saW5lXC9hYVwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyMlwvMTFcL2ltYWdlLTUtZTE3MDY4MDE3Mjk0MDIucG5nIn0%3D\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"553\" height=\"607\" src=\"https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/11\/image-5-e1706801729402.png\" class=\"attachment-large size-large wp-image-30254\" alt=\"UA Viability Calculator\" srcset=\"https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/11\/image-5-e1706801729402.png 553w, https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/11\/image-5-e1706801729402-273x300.png 273w\" sizes=\"(max-width: 553px) 100vw, 553px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-d44b7ef\" data-id=\"d44b7ef\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3fe4fe9 elementor-widget elementor-widget-text-editor\" data-id=\"3fe4fe9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Top Funnel<\/strong> (Marketing Funnel)<br \/>Impression to CPI<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3aeafa4 elementor-widget elementor-widget-text-editor\" data-id=\"3aeafa4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Bottom Funnel<\/strong> (Product Funnel)<br \/>Install to Conversion2Payer<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e20fcfa elementor-widget elementor-widget-text-editor\" data-id=\"e20fcfa\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Final Evaluation <\/b>(pROAS)<br \/>Potential ROAS according to modeled costs and revenues.<b><br \/><\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9061681 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9061681\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7186418\" data-id=\"7186418\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bfb1e8d elementor-widget elementor-widget-heading\" data-id=\"bfb1e8d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How do you use the User acquisition Viability Calculator?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-61259d6 elementor-widget elementor-widget-text-editor\" data-id=\"61259d6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">First, we need to fill the calculator with the best available data points. The basic idea is that for every data point that you input into the funnel, you should either use existing numbers or the best possible guess.\u00a0<\/span><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; letter-spacing: 0px; font-weight: var( --e-global-typography-text-font-weight );\">This is why we at AppAgent use results from previous \u201cpaid\u201d campaigns, existing organic data, or\u2013if none of these are available\u2013benchmarks or estimates. It\u2019s one of the big added values we can provide to our partners.<\/span><\/p><p><span style=\"font-weight: 400;\">Once the data is in, the calculator will compute the ROAS of your potential UA campaigns. This allows you to see how far or close you would be from your targeted ROAS, and using what-if scenarios, analyze how the upper funnel (from CPM to CPI) and lower funnel (from Conversion rate to ROAS) would have to look for the numbers to add up.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-dcca4d0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"dcca4d0\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d2e0a92\" data-id=\"d2e0a92\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c3c2bf2 elementor-widget elementor-widget-heading\" data-id=\"c3c2bf2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Case Study: Analyzing the Scalability of a New Language-Learning App<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-53921ea elementor-widget elementor-widget-text-editor\" data-id=\"53921ea\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The best way to explore this framework is through a quick case study based on our historical experience with several language learnings apps. First, let&#8217;s set the scene:<\/span><\/p><p><i><span style=\"font-weight: 400;\">A new language-learning app called TrioBingo was released in H2 2021 and has been growing organically ever since. The team landed a new investment and aims to accelerate growth through paid user acquisition. They decided to start testing paid UA on Instagram in Tier 1 English-speaking markets, as that\u2019s where they have the highest LTV. Android is to be used as it monetizes well and allows results to be more easily evaluated. Organic data is available.<\/span><\/i><\/p><p><span style=\"font-weight: 400;\">Let\u2019s use this simple example to demonstrate the thought process behind the viability calculation. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-af5319a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"af5319a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-bb57249\" data-id=\"bb57249\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-07033dc elementor-widget elementor-widget-heading\" data-id=\"07033dc\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">FIRST STEP: Input the Knowns<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a47de32 elementor-widget elementor-widget-text-editor\" data-id=\"a47de32\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>What data could we use?<\/b><\/p><p><span style=\"font-weight: 400;\">There was no previous paid user acquisition, but the app has collected a large volume of recent organic data. For our purposes, though the organic data is of course not perfect, it\u2019s the best available.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">It\u2019s important to reflect that on average, paid users usually behave differently than organic users, so we also have to adjust the organic data values. To do such adjustments, I always look into the structure of the organic traffic (explore vs. search, what keywords are being used to search, etc.) to understand if I should expect the \u201cpaid\u201d numbers to be better or worse, and I then use experience and best judgment to do the adjustments.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Great help for any ROAS and LTV calculation is to have an attribution tool (Adjust, Appsflyer\u2026) implemented. If you are about to choose one, I highly recommend you to read what is <\/span><a href=\"https:\/\/appagent.com\/blog\/whats-the-best-mobile-attribution-partner-for-your-app\/\"><span style=\"font-weight: 400;\">the best mobile attribution partner for your app<\/span><\/a><span style=\"font-weight: 400;\"> as well as guide on <\/span><a href=\"https:\/\/appagent.com\/blog\/how-to-set-up-post-install-events-for-mobile-attribution-analytics\/\"><span style=\"font-weight: 400;\">how to set up post-install events for mobile attribution analytics<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fdd0765 elementor-widget elementor-widget-spacer\" data-id=\"fdd0765\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8957526 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8957526\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-63af5f9\" data-id=\"63af5f9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-105165a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"105165a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-1b81a83\" data-id=\"1b81a83\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3968ea7 elementor-widget elementor-widget-image\" data-id=\"3968ea7\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/appagent.com\/wp-content\/uploads\/2022\/10\/image-11.png\" data-elementor-open-lightbox=\"yes\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MjE0ODgsInVybCI6Imh0dHBzOlwvXC93ZWJyaXhzdHVkaW8ub25saW5lXC9hYVwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyMlwvMTBcL2ltYWdlLTExLnBuZyJ9\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"300\" height=\"485\" src=\"https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/image-11.png\" class=\"attachment-large size-large wp-image-21488\" alt=\"Let\u2019s use the organic data that\u2019s available, but not blindly!\" srcset=\"https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/image-11.png 300w, https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/image-11-186x300.png 186w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-inner-column elementor-element elementor-element-60e5955\" data-id=\"60e5955\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-95ee740 elementor-widget elementor-widget-text-editor\" data-id=\"95ee740\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Let\u2019s use the organic data that\u2019s available, but not blindly!<\/p><p><b>Store Conversion Rate (store listing views &gt; installs):<br \/><\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Looking at last month\u2019s Google Play data, store CVR is 35%. After closely examining the composition of the organic traffic and seeing the conversion rates for high- and low-intent keywords, my estimate for paid traffic is 25-35%.<\/span><\/span><\/p><p><b>Install to Trial \/ Subscription<br \/><\/b><span style=\"font-weight: 400;\">Conversion from Install-to-Free Trial from Paid UA channels is typically worse than organic. People who are attracted by the ads usually have lower install intent than users who actively search for the app\u2019s brand or for the core functionality in the app store. <\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><br \/>I lower the original organic numbers by 25% to account for this.<\/span><\/span><\/p><p><b>cLTV360<br \/><\/b><span style=\"font-weight: 400;\">Subscriber LTV was calculated from historical organic data (renewal rates for Monthly and Yearly subscriptions and their price points). <\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><br \/>Customer Lifetime Value (cLTV) tends to be roughly similar regardless of the organic\/paid origin of subscribers; once a user subscribes, their renewal behavior does not typically differ dramatically.<br \/><\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">That\u2019s why, in this case, I\u2019d stick to the organic $100 cLTV.<\/span><\/span><\/p><p><i><span style=\"font-weight: 400;\">If you are interested in more sophisticated Lifetime Value calculations, check out my talk from Mobile Growth Summit on how real-life companies use <\/span><\/i><a href=\"https:\/\/appagent.com\/blog\/how-do-real-life-companies-use-lifetime-value-predictions\/\"><i><span style=\"font-weight: 400;\">LTV predictions for mobile apps and games<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">.<\/span><\/i><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-10df45f elementor-widget elementor-widget-heading\" data-id=\"10df45f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">SECOND STEP: Estimate the Unknowns - fill in the gaps!<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-db22675 elementor-widget elementor-widget-text-editor\" data-id=\"db22675\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Organic numbers were helpful, but there are still a number of gaps in the Calculator. There was no paid UA yet, so we cannot have reference numbers for the top part of the funnel\u2013the <\/span><b>CPM <\/b><span style=\"font-weight: 400;\">(cost per mille: a \u201cprice\u201d we\u2019ll have to pay for showing the ad 1000x times) and <\/span><b>CTR <\/b><span style=\"font-weight: 400;\">(click-through-rate: what % of ad impressions will result in an active \u201cclick\u201d).<\/span><\/p><p><span style=\"font-weight: 400;\">There are multiple ways to obtain the reference numbers: online benchmarks, running similar campaigns in similar geos, or historical experience. We have to accept that however hard we try, we may be somehow off with these numbers. But that should not concern us\u2013our aim is not to reach 100% accuracy, but rather to understand the ballpark figures and have solid inputs for what-if scenario modeling. \u00a0 <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-ed3caf9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ed3caf9\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-dcac826\" data-id=\"dcac826\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-14da1e4 elementor-widget elementor-widget-image\" data-id=\"14da1e4\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/appagent.com\/wp-content\/uploads\/2022\/10\/image-12.png\" data-elementor-open-lightbox=\"yes\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MjE0ODksInVybCI6Imh0dHBzOlwvXC93ZWJyaXhzdHVkaW8ub25saW5lXC9hYVwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyMlwvMTBcL2ltYWdlLTEyLnBuZyJ9\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"304\" height=\"418\" src=\"https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/image-12.png\" class=\"attachment-large size-large wp-image-21489\" alt=\"Using estimates for CPM and CTR. Let\u2019s do it!\" srcset=\"https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/image-12.png 304w, https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/image-12-218x300.png 218w\" sizes=\"(max-width: 304px) 100vw, 304px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-inner-column elementor-element elementor-element-c43a341\" data-id=\"c43a341\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5f38e71 elementor-widget elementor-widget-text-editor\" data-id=\"5f38e71\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Using estimates for CPM and CTR. Let\u2019s do it!<\/b><\/p><p><strong>CPM:<\/strong><span style=\"font-weight: 400;\"><strong>\u00a0<\/strong> I can quite safely assume that for T1 countries, my audience will be fairly expensive to reach (this will also be impacted by lots of competition in the Language-Learning vertical and my planned optimization type). The timing will also overlap with December when CPMs can be high. From the benchmarks I found and other accounts that I manage, I concluded that $20 USD is a realistic estimate for a small to medium scale.<\/span><\/p><p><strong>CTR %<\/strong>:\u00a0If we are moderately successful with video creatives on Instagram, we will likely reach a CTR of around 0.7-1%.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-b0f9299 elementor-widget elementor-widget-spacer\" data-id=\"b0f9299\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-895ffde elementor-widget elementor-widget-text-editor\" data-id=\"895ffde\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">We\u2019re all set now. The Viability Calculator just fills in the blanks. We already see that things are not looking too rosy for TrioBingo, but let\u2019s pick up a magnifying glass and look more closely at the results.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-cfd73f1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"cfd73f1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-eee1d5d\" data-id=\"eee1d5d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-02cdd04 elementor-widget elementor-widget-heading\" data-id=\"02cdd04\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">THIRD STEP: ANALYZE THE OUTCOMES!<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-4cf02ff elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4cf02ff\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-c24ddb9\" data-id=\"c24ddb9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a2d5145 elementor-widget elementor-widget-image\" data-id=\"a2d5145\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/appagent.com\/wp-content\/uploads\/2022\/10\/image-13.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"image (13)\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MjE0OTAsInVybCI6Imh0dHBzOlwvXC93ZWJyaXhzdHVkaW8ub25saW5lXC9hYVwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyMlwvMTBcL2ltYWdlLTEzLnBuZyJ9\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"305\" height=\"500\" src=\"https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/image-13.png\" class=\"attachment-large size-large wp-image-21490\" alt=\"\" srcset=\"https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/image-13.png 305w, https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/image-13-183x300.png 183w\" sizes=\"(max-width: 305px) 100vw, 305px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-inner-column elementor-element elementor-element-e00fd70\" data-id=\"e00fd70\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-59e1543 elementor-widget elementor-widget-text-editor\" data-id=\"59e1543\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>So, what do we see? How confident can we be that TrioBingo is ready for paid UA?<\/b><\/p><p><strong>CPI is 10 USD.<\/strong><span style=\"font-weight: 400;\"> We already see that if the CPM is as we estimated, new users would be expensive. Price could be decreased by better creatives (0.7% CTR is conservative), but this is hard to predict, and not all ads are winners. Also, after seeing the already well-executed store assets, I concluded that improving this dramatically via better store CVR would be very improbable.<\/span><\/p><p><strong>CPA is ENORMOUS<\/strong><span style=\"font-weight: 400;\"><strong>.<\/strong> $600+ USD would be impossible to sustain for a language-learning app. <\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Part of the \u201cproblem\u201d is an already high CPI, but the price is mainly amplified by the rather low 2% conversion rate from install to subscription.<\/span><\/p><p><strong>LTV is fairly high<\/strong><span style=\"font-weight: 400;\"><strong>.<\/strong> Once users subscribe, they bring a moderately nice LTV. This, by itself, seems like it could theoretically support paid UA.<\/span><\/p><p><strong>Estimated ROAS.<\/strong> All in all, the D360 ROAS (return on investment after 360 days from the initial investment) would, in this case, end up being only 16%. That\u2019s a lot of money potentially lost.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-48f96ad elementor-widget elementor-widget-spacer\" data-id=\"48f96ad\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3fdfe24 elementor-widget elementor-widget-text-editor\" data-id=\"3fdfe24\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Based on the numbers above, the situation may seem ready for throwing in the towel, but let\u2019s not forget that we\u2019ve been using our assumptions and mid-range estimates to get here; reality can be much better (or much worse). So, although this initial result already tells us something, <\/span><b>it\u2019s really just a starting point for the analysis<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a739d64 elementor-widget elementor-widget-spacer\" data-id=\"a739d64\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4707bb0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4707bb0\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ec5840c\" data-id=\"ec5840c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-61da628 elementor-widget elementor-widget-heading\" data-id=\"61da628\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What-If Scenarios: The Actual Analysis\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-43304aa elementor-widget elementor-widget-text-editor\" data-id=\"43304aa\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Let\u2019s widen the scope and see how far we\u2019d have to deviate from these assumptions for our Return on Ad Spend (ROAS) to increase to a break-even point. Enter the what-if scenarios.\u00a0<\/span><\/p><ul><li aria-level=\"1\"><b style=\"font-weight: 400;\">Example<\/b><span style=\"font-weight: 400;\">: What if we end up having a great ad and a lower CPM? What if the paid traffic converts better (as we\u2019ll be using event optimization)? <\/span>This is all possible, and at the same time, very \u201cpredictable\u201d.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b6015a7 elementor-widget elementor-widget-text-editor\" data-id=\"b6015a7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In this last step, we\u2019ll aim to understand what the \u201cuniverses\u201d (sets of metrics) have to be in order for the campaigns to work. Once we adjust the funnels this way and after we see the values that would be required to break even, we should be able to judge how realistic it is for us to achieve them.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This process is usually a back-and-forth that requires a bit of time and fiddling. Below are just a couple of examples of how to go about it.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9b8c715 elementor-widget elementor-widget-heading\" data-id=\"9b8c715\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Scenario 1<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-9ab1883 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9ab1883\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-29ff56f\" data-id=\"29ff56f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6c8b27b elementor-widget elementor-widget-image\" data-id=\"6c8b27b\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/appagent.com\/wp-content\/uploads\/2022\/10\/Untitled-design-1.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"scenario 1\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MjE0OTQsInVybCI6Imh0dHBzOlwvXC93ZWJyaXhzdHVkaW8ub25saW5lXC9hYVwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyMlwvMTBcL1VudGl0bGVkLWRlc2lnbi0xLnBuZyJ9\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"424\" height=\"502\" src=\"https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/Untitled-design-1.png\" class=\"attachment-large size-large wp-image-21494\" alt=\"scenario 1\" srcset=\"https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/Untitled-design-1.png 424w, https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/Untitled-design-1-253x300.png 253w\" sizes=\"(max-width: 424px) 100vw, 424px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-inner-column elementor-element elementor-element-80326b3\" data-id=\"80326b3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-13f5f75 elementor-widget elementor-widget-text-editor\" data-id=\"13f5f75\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>IF the marketing funnel remains the same, how much would we have to improve the product numbers?<\/strong><\/p><p><strong>LTV Improvements:<\/strong><span style=\"font-weight: 400;\"> Already a decent LTV. Quite unlikely to see any significant increase without significantly changing the product design and\/or monetization. <\/span><\/p><p><strong>Install-to-Sub:<\/strong><span style=\"font-weight: 400;\"> Would have to increase 500% (from 2% to 10%) to break even. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4f353bb elementor-widget elementor-widget-text-editor\" data-id=\"4f353bb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"color: var( --e-global-color-text ); letter-spacing: 0px;\">We see that 30% of new users enter the free trial, but only 5% of the free trials are ever converted to any subscription. This is a huge \u201cblack hole\u201d and one of the clear conclusions: <\/span><b style=\"color: var( --e-global-color-text ); letter-spacing: 0px;\">This has to be improved before any UA is to be attempted.<\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-4c9874f elementor-widget elementor-widget-spacer\" data-id=\"4c9874f\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fe0f24b elementor-widget elementor-widget-heading\" data-id=\"fe0f24b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Scenario 2<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-f21eeeb elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"f21eeeb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-0eeedb5\" data-id=\"0eeedb5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5b0edd4 elementor-widget elementor-widget-image\" data-id=\"5b0edd4\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/appagent.com\/wp-content\/uploads\/2022\/10\/Scenario-2-Product-stays-the-same-how-much-better-would-the-marketing-funnel-have-to-be.png\" data-elementor-open-lightbox=\"yes\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MjE0OTUsInVybCI6Imh0dHBzOlwvXC93ZWJyaXhzdHVkaW8ub25saW5lXC9hYVwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyMlwvMTBcL1NjZW5hcmlvLTItUHJvZHVjdC1zdGF5cy10aGUtc2FtZS1ob3ctbXVjaC1iZXR0ZXItd291bGQtdGhlLW1hcmtldGluZy1mdW5uZWwtaGF2ZS10by1iZS5wbmcifQ%3D%3D\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"458\" height=\"500\" src=\"https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/Scenario-2-Product-stays-the-same-how-much-better-would-the-marketing-funnel-have-to-be.png\" class=\"attachment-large size-large wp-image-21495\" alt=\"scenario 2\" srcset=\"https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/Scenario-2-Product-stays-the-same-how-much-better-would-the-marketing-funnel-have-to-be.png 458w, https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/Scenario-2-Product-stays-the-same-how-much-better-would-the-marketing-funnel-have-to-be-275x300.png 275w\" sizes=\"(max-width: 458px) 100vw, 458px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-inner-column elementor-element elementor-element-aa1275f\" data-id=\"aa1275f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d4e7544 elementor-widget elementor-widget-text-editor\" data-id=\"d4e7544\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Product stays the same &#8211; how much better would the marketing funnel have to be?<\/b><\/p><p><strong>CTR<\/strong>: Let\u2019s say we have an amazing creative. Even then, we likely won\u2019t get more than 1.3% CTR at any scale based on our experience with this category of apps.<\/p><p><strong>CVR<\/strong>: We can likely get higher than the organic 30% with a great fit between ads vs. store visuals and good audience optimization, but we\u2019ll very unlikely get over 50%. Helpful, but here, rather marginal.<\/p><p><strong>CPM<\/strong>: We already \u201chypothetically\u201d improved both CTR and CVR to the max; to reach 100% ROAS, the CPM would have to come at $10 USD, which is very unlikely.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8f79f21 elementor-widget elementor-widget-text-editor\" data-id=\"8f79f21\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Conclusion: It\u2019s close to impossible to reach 100% ROAS by solely improving the marketing funnel, and marketing won\u2019t cut it<\/span><b>. <\/b><\/p><p><b>Product improvements are necessary; there\u2019s not a good chance that we could be profitable even with the best version of the marketing funnel here.<\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-199b54d elementor-widget elementor-widget-spacer\" data-id=\"199b54d\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4eef294 elementor-widget elementor-widget-heading\" data-id=\"4eef294\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Scenario 3<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-c7e1395 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c7e1395\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-d29ae4e\" data-id=\"d29ae4e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6b3f54f elementor-widget elementor-widget-image\" data-id=\"6b3f54f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/appagent.com\/wp-content\/uploads\/2022\/10\/image-18.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"image (18)\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MjE0OTYsInVybCI6Imh0dHBzOlwvXC93ZWJyaXhzdHVkaW8ub25saW5lXC9hYVwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyMlwvMTBcL2ltYWdlLTE4LnBuZyJ9\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"460\" height=\"502\" src=\"https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/image-18.png\" class=\"attachment-large size-large wp-image-21496\" alt=\"\" srcset=\"https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/image-18.png 460w, https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/image-18-275x300.png 275w\" sizes=\"(max-width: 460px) 100vw, 460px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-inner-column elementor-element elementor-element-d87e7cc\" data-id=\"d87e7cc\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-73f6c78 elementor-widget elementor-widget-text-editor\" data-id=\"73f6c78\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>Combination of Product and Marketing funnel improvements<\/b><\/p><p><span style=\"font-weight: 400;\">Only IF:<\/span><\/p><p><strong>Marketing side<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> We get the expected CPM, nail a very good ad (CTR 1%) and the paid traffic converts significantly better (through visuals improvements and ad creative + store assets fit), we could get to a CPI of $5.<\/span><\/p><p><strong>Product side<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> Install-to-Subscription conversion increases from 2% to 5% (by 250%!)<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cd49f6c elementor-widget elementor-widget-text-editor\" data-id=\"cd49f6c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">\u2026we could break even.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-ab60e30 elementor-widget elementor-widget-spacer\" data-id=\"ab60e30\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-79bb3de elementor-widget elementor-widget-text-editor\" data-id=\"79bb3de\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">From the above analysis, I\u2019d clearly not advise the company to proceed with their planned paid user acquisition unless the product changes are implemented and tested.\u00a0<\/span><\/p><p>My conclusions and reasoning would be that:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5b7ae5d elementor-widget elementor-widget-text-editor\" data-id=\"5b7ae5d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li><strong>Miracles can always happen, but I would not bet my money on it here<\/strong>. Instead, I\u2019d recommend focusing on product improvements, especially the <a href=\"https:\/\/appagent.com\/blog\/new-user-flow-types\/\" target=\"_blank\" rel=\"noopener\">onboarding flow<\/a> and <a href=\"https:\/\/appagent.com\/blog\/mobile-app-onboarding-5-paywall-optimization-strategies\" target=\"_blank\" rel=\"noopener\">paywall optimization<\/a>.<\/li><li>Even if we reach the best-case scenario for the Top funnel, we\u2019d almost certainly not be able to reach ROAS breakeven unless the funnel performance of paid UA would be significantly better than the already known organic funnel performance. This is very unlikely.<\/li><li>If it\u2019s absolutely necessary to collect the data, it would be worth analyzing the potential for other countries, or other channels (which can yield different results).<\/li><li>Product numbers (conversions-to-trial and subscription) would have to be improved considerably, even if we were to consider an almost perfect version of the marketing funnel.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-6468e938 elementor-hidden-desktop elementor-hidden-tablet elementor-hidden-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6468e938\" data-element_type=\"section\" data-settings=\"{&quot;animation&quot;:&quot;none&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-16432c49\" data-id=\"16432c49\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6d761ea elementor-position-left elementor-vertical-align-top elementor-widget elementor-widget-image-box\" data-id=\"6d761ea\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"1080\" src=\"https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/1.png\" class=\"attachment-full size-full wp-image-21177\" alt=\"Martin Jelinek\" srcset=\"https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/1.png 1080w, https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/1-300x300.png 300w, https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/1-1024x1024.png 1024w, https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/1-150x150.png 150w, https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/1-768x768.png 768w, https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/1-24x24.png 24w, https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/1-48x48.png 48w, https:\/\/webrixstudio.online\/aa\/wp-content\/uploads\/2022\/10\/1-96x96.png 96w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><\/figure><div class=\"elementor-image-box-content\"><h2 class=\"elementor-image-box-title\">Not sure about your prediction?<\/h2><p class=\"elementor-image-box-description\">Feel free to schedule a free consultation.<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-5bf5da08 column-newsletter-form\" data-id=\"5bf5da08\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-21a71ba7 ac-form-box elementor-widget elementor-widget-shortcode\" data-id=\"21a71ba7\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-shortcode\">[activecampaign form=41 css=0]<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-213732e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"213732e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-95da502\" data-id=\"95da502\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-17ef80b elementor-widget elementor-widget-heading\" data-id=\"17ef80b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Download the user acquisition Viability Calculator<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f823a07 elementor-widget elementor-widget-text-editor\" data-id=\"f823a07\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In the example above, I aimed to demonstrate that although no one has a crystal ball, uncertainty can be, to a certain extent, wrestled with.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A few things to note before you try this at home though:<\/span> It\u2019s not the tool itself, but rather <b>the quality of the numbers and the thought process that has the real value.<\/b><span style=\"font-weight: 400;\"> Making solid conclusions on the potential of your app requires not only carefully going through the what-if scenarios, but also the ability to critically judge all the additional relevant factors that can play a role: ASO quality, exact traffic composition that generated the \u201cavailable data points\u201d, payment retention, paywall design, pricing policy in given countries, etc.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now that you\u2019ve been warned: You can download the User Acquisition Viability Calculator&nbsp;<\/span><a href=\"https:\/\/appagent.com\/download\/\"><b>HERE<\/b><\/a><span style=\"font-weight: 400;\"> and play with it yourself. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4a5f156 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4a5f156\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b7224f5\" data-id=\"b7224f5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-60fd0f2 elementor-widget elementor-widget-heading\" data-id=\"60fd0f2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">CLOSING REMARKS<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8efea6f elementor-widget elementor-widget-text-editor\" data-id=\"8efea6f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Having a grasp on paid UA viability is essential, but it\u2019s still just a single piece of a larger puzzle. As a founder, you will very likely wish to explore <\/span><b>what does this mean in the context of the whole business and your KPI\u2019s<\/b><span style=\"font-weight: 400;\">, and ask additional questions like:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What UA budget would I need to reach my required MRR \/ ARR numbers?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What will be the monthly cashflow balance of the UA investments and of the app as a whole?\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What should your target ROAS be to, given some scale, generate enough margin to reach a breakeven point for the whole company?<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fec6296 elementor-widget elementor-widget-text-editor\" data-id=\"fec6296\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">All of this can be also modelled and analyzed. For our partners, I usually use the viability calculator as <\/span><b>one of the inputs of a larger \u201cGrowth Model\u201d<\/b><span style=\"font-weight: 400;\"> that combines the paid user acquisition funnel estimates with other data points (e.g. organic estimates, planned budgets, and subscription retention numbers) and allows to model numerous high-level scenarios to guide the strategy and decision making.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9d82cbe elementor-widget elementor-widget-text-editor\" data-id=\"9d82cbe\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>If you\u2019ll\u00a0<b>need any help with the viability estimation yourself<\/b>, or\u00a0<b>feel that you\u2019d require a more advanced Growth Model\u00a0<\/b>to understand your scalability potential, please, drop me a message at <a href=\"mailto:martinjelinek@appagent.com\">martinjelinek@appagent.com<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5bb90e9c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5bb90e9c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-dda91d3\" data-id=\"dda91d3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4edcd938 elementor-align-center elementor-widget__width-inherit e-transform e-transform elementor-widget elementor-widget-button\" data-id=\"4edcd938\" data-element_type=\"widget\" data-settings=\"{&quot;_transform_translateX_effect_hover&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_hover_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_hover_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_hover&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_hover_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_hover_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_skewX_effect_hover&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_skewX_effect_hover_tablet&quot;:{&quot;unit&quot;:&quot;deg&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_skewX_effect_hover_mobile&quot;:{&quot;unit&quot;:&quot;deg&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_skewY_effect_hover&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_skewY_effect_hover_tablet&quot;:{&quot;unit&quot;:&quot;deg&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_skewY_effect_hover_mobile&quot;:{&quot;unit&quot;:&quot;deg&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/appagent.com\/contact\/\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Let's grow your app!<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Predicting ROAS before spending on user acquisition\u2014being able to do that could save you a ton of time and money, couldn\u2019t it?<\/p>\n","protected":false},"author":5,"featured_media":22987,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211],"tags":[81,362,336,65,76,363,175,365,364,178,61],"class_list":["post-21454","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-useracquisition","tag-app-marketing","tag-calculator","tag-mobile-advertising","tag-mobile-analytics","tag-mobile-marketing","tag-paid-ua","tag-performance-marketing","tag-prediction","tag-roas","tag-user-acquisition","tag-user-acquistion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Maximize Your User Acquisition Efforts with The UA Viability Calculator<\/title>\n<meta name=\"description\" content=\"The UA Viability Calculator is a Google Sheets (or Excel) table representing the whole UA funnel, from the 1st impression to the 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