Monetization & KPIs
Core levers driving subscription revenue, platform economics, and sustainable growth
Two levers move everything: trial-to-paid and view-to-trial
$73.50
lifetime value per paying subscriber
Pricing: $49.99/yr annual (7-day free), $9.99/wk weekly, $24.99/yr recovery
Break-even: 5–6 yearly subscriptions per month (post-CAC)
Retention pays twice: compounds LTV and ranks organically via App Store algorithm
Key Performance Indicators (Radial View)
Trial → Paid
30%
target
D1 Retention
40%
target
D7 Retention
18%
target
D30 Retention
8%
target
Blended LTV
$73.50
target
CAC Efficiency
<$33
cap
Cross-Platform Performance
| Metric | Industry Niche Avg | Our Target |
|---|---|---|
| Trial → Paid | 37.7–42.2% | 30–37% |
| D1 Retention | ~25% | 40% |
| D7 Retention | ~10% | 18% |
| D30 Retention | ~5% | 8% |
| Blended LTV | $70 | $73.50 |
| CAC (cost per sub) | $25–$33 | <$33 |
iOS / App Store
| Channel | Current / Benchmark | Target / Note |
|---|---|---|
| ASA CPI (Apple Search Ads) | $2–$7 | <$6 |
| Push Opt-in Rate | ~54% | Optimize post-value reveal |
| New-App Boost | ~7 days; rank peak Day 3–4 | |
Android / Google Play
| Channel | Current / Benchmark | Target / Note |
|---|---|---|
| Push Opt-in Rate | ~71% | Higher than iOS; retain for re-engagement |
| Rank Weight (Retention) | 50% of ranking algorithm; drives organic discoverability | |
| Top Keyword | "Habit Tracker" 8.2M/month searches | |
Paid TikTok
| Metric | Benchmark | Our Performance / Target |
|---|---|---|
| CPM (cost per 1K impressions) | $4–$7 | Platform variable; optimize creative quality |
| CTR (click-through rate) | 0.61% avg; Spark ads 3%+ | Target Spark format for 3x CTR |
| CPA (cost per install) | $16.87 | <$16.87 via organic UGC |
Paid Meta (Instagram / Facebook)
| Metric | Benchmark | Our Performance / Target |
|---|---|---|
| CPM | $10.88 | Higher cost; strong audience match mitigates |
| Reels CTR | 1.78% | Optimize video hook (first 3 sec) |
| Testimonial ROAS | 3.61x return on ad spend (highest-converting format) | |
Organic Content
| Channel | Metric / Benchmark | Target / Strategy |
|---|---|---|
| Creator Army | $0.37 per download | UGC affiliate partner network |
| View → Trial | 0.5–1.0% conversion on YouTube / TikTok organic | |
| UGC CTR Lift | +33–48% CTR vs. branded creative | |
Revenue Model: View → Trial → Paid Funnel
| Monthly Views | @ 0.5% View→Trial | @ 1.0% View→Trial | Lifetime Revenue (blended) |
|---|---|---|---|
| 100K views/month | 500 trials → ~30 paid subs | 1,000 trials → ~350 paid subs | ~$25.7K LTV/mo |
| 500K views/month | 2,500 trials → ~150 paid subs | 5,000 trials → ~1,750 paid subs | ~$128.5K LTV/mo |
| 1M views/month | 5,000 trials → ~300 paid subs | 10,000 trials → ~3,500 paid subs | ~$257K LTV/mo |
Glossary
CPI
Cost per install. The average spend required to acquire one app download (used for paid channels).
CAC
Cost per paying subscriber. The blended average cost to acquire one paid subscription (trial converted).
CTR
Click-through rate. Percentage of users who tap an ad or link after viewing it; e.g., 1% CTR = 1 click per 100 impressions.
LTV
Lifetime value. Total revenue expected from one paying subscriber over their entire relationship with Locked In.
ASO
App store optimization. Practices that improve app visibility in the App Store and Google Play (keywords, ratings, screenshots).
D1 / D7 / D30
Day-1, Day-7, Day-30 retention. Percentage of users who return to the app 1, 7, and 30 days after first install.
View as Mind Map