Monetization & KPIs
How pricing, retention, and distribution create sustainable revenue
Two levers move everything: trial-to-paid and view-to-trial
$73.50
lifetime value per paying subscriber
Pricing $49.99/yr, $9.99/wk
Break-even 5-6 yearly subs/mo
Retention pays twice: LTV + ASO rank
Cross-platform
| Metric | Niche avg | Our target |
|---|---|---|
| Trial → paid | 37.7-42.2% | 30-37% |
| D1 | 25% | 40% |
| D7 | 10% | 18% |
| D30 | 5% | 8% |
| Blended LTV | $70 | $73.50 |
| CAC | $25-33 | <$33 |
iOS / App Store
| Metric | Niche avg | Our target |
|---|---|---|
| ASA CPI | $2-7 | <$6 |
| Push opt-in | 54% | Prime after value |
| New-app boost | ~7 days | Maximize early D1 |
Android / Play
| Metric | Niche avg | Our target |
|---|---|---|
| Push opt-in | 71% | Leverage higher % |
| Play rank weight on retention | 50% | Retention → rank → visibility |
| Keyword "Habit Tracker" | 8.2M/mo | Prime positioning target |
Paid channels
| Channel | Key metric | Performance |
|---|---|---|
| Paid TikTok | CPM / CTR / CPA | $4-7 / 0.61% / $16.87 |
| Paid Meta (IG/FB) | CPM / Reels CTR / ROAS | $10.88 / 1.78% / 3.61x |
| Organic content | Creator CPI / View-to-trial | $0.37 / 0.5-1% + UGC +33-48% |
Revenue model: monthly views → subs → lifetime revenue
| Monthly views | @ 0.5% view-to-trial | @ 1.0% view-to-trial | Lifetime revenue (annual) |
|---|---|---|---|
| 100K | 500 → 185 subs | 1,000 → 370 subs / $13.6K | $13.6K - $27.2K |
| 500K | 2,500 → 925 subs | 5,000 → 1,850 subs / $68K | $68K - $136K |
| 1M | 5,000 → 1,850 subs | 10,000 → 3,700 subs / $136K | $136K - $272K |
Glossary
CPI
Cost per install - ad spend / total installs
CAC
Cost per paying subscriber - total acquisition spend / paying subs
CTR
Click-through rate - % of impressions that tap the ad
LTV
Lifetime value - expected revenue per subscriber over their lifetime
ASO
App store optimization - organic visibility & ranking strategy
ROAS
Return on ad spend - revenue generated per $ spent on ads