Developer advocate @adapty - iOS Dev - Published 15+ apps - tweets about mobile app growth & marketing
Joined February 2022
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if you’re running Meta ads for a subscription app
don’t make your next campaign decision without checking these benchmarks
- which countries have the highest D7 ROAS?
- which placements are actually worth the CPM?
- what should your CPI, CTR, and CPA look like?
we analyzed 5,000 apps across 45 countries
the full report is out
go.adapty.io/state-of-meta
Murat retweeted
It's crazy when you try to target 55+ ppl on Meta, you pay 4x more.
When you target women over men, you pay almost 2x more.
It's not random. Everyone's budget goes to the same audiences, the ones with more money to spend.
All spend goes to 55+ trust fund ppl and women.
HERE WE GO!!
THE STATE OF META ADS IS OUT!
Is your Meta Ads performance actually good? Or are you just getting started and wondering how much you should spend, which countries to target, and what results to expect?
We've got the answers!
We’ve built one of the most comprehensive Meta Ads benchmark reports out there, packed with insights that would normally cost you $1,000+.
And we're giving it away FOR FREE!
ENJOY!!!
go.adapty.io/adapty-meta-gui…
Meta charges 4x more to reach users aged 55+
but their clicks cost almost the same
we analyzed 5,000 subscription apps across 45 countries
here’s what stood out
CPM
18-24: $3.83
55-64: $15.91
CTR
18-24: 0.73%
55-64: 2.29%
65+: 2.98%
older users click 3-4x more often
so CPC stays around $0.44-$0.67 across age groups
don't just audiences by CPM alone
for subscription apps, CPA and LTV matter way more
if you’re running Meta ads for a subscription app
don’t make your next campaign decision without checking these benchmarks
- which countries have the highest D7 ROAS?
- which placements are actually worth the CPM?
- what should your CPI, CTR, and CPA look like?
we analyzed 5,000 apps across 45 countries
the full report is out
go.adapty.io/state-of-meta
Great one
We're going to release more reports. stay tuned
What does a converting paywall look like in 2026?
We analyzed 78,000+ paywalls from 30,000+ App Store apps: benchmarks, pricing, design, timing, and A/B tests by region and category.
Also a free Claude skill: share your paywall, get your next test.
adapty.io/state-of-paywalls/…
Try Search campaigns
Google Ads literally brings in the most low-intent, NPC-like users if you run an install campaign. They spend 10 seconds max in your app and just leave.
I understand that install campaigns aren't designed to target high-intent users, but it's nowhere near this bad with Meta or Search Ads.
Be really careful with Google Ads install campaigns. Ideally, don't even run them or waste your money on them.
vibe coding tools are dead?
Today, on Google Play we announced new ways we are evolving the Play Store for an experience that is unique to you and the content you enjoy most:
✨ Use Play to wirelessly install and run your own custom, vibe-coded apps privately on your device.
🔍 Discover apps effortlessly with Ask Play & Gemini
🎮 Dial in discovery with the all-new Game Finder & Gamer DNA
You'd be surprised how some apps can run profitable campaigns from day one.
where bro? 😭
Instead of adding more features on your App, do this:
- Start Apple Search Ads. Spend $100 to test it. Apple offers $100 in free credits for new accounts, and even $200 for some.
- Start posting organic content on TikTok. Even basic slideshows are better than doing nothing.
- Try spending some money on Meta Ads. You'd be surprised how some apps can run profitable campaigns from day one.
- Start testing TikTok paid ads.
- Find your niche on Reddit and share your app strategically. Don't just directly promote it. Talk about your experience, share useful insights, and actually help people.
Adding one more feature probably won't increase your MRR, but getting 1,000 new users might!
organic dropshippers are actually unhinged for this
they know how to hook attention better than most brands
everyone's talking meta ads theory.
this is the practice. straight from a case study.
must-have playbook for subscription apps
there’s a lot of noise around Meta ads here
but almost no one talks about what actually works for subscription apps
we used these tactics to help a client grow to $500k+ MRR in 6 months
so I turned them into a playbook
free for subscription app founders
get it free->go.adapty.io/meta-ads-guide
there’s a lot of noise around Meta ads here
but almost no one talks about what actually works for subscription apps
we used these tactics to help a client grow to $500k+ MRR in 6 months
so I turned them into a playbook
free for subscription app founders
get it free->go.adapty.io/meta-ads-guide
Tips for scaling on Meta Ads
- Methods of teams spending $100K and above
- Correct signal and campaign structure
New blogpost is live
adapty.io/blog/scale-meta-ad…
If you’re still using attribution only to find your best channel
you’re leaving a lot on the table
the real value starts after the install
know which ad brought the user, then personalize the onboarding, offer, and paywall around that intent
that’s when attribution starts improving conversion
not just reporting
you can set this up in Adapty in under a minute
bruh… I guess it’s not just the ads
WOW! THIS IS BIG. Apple removed the app because of its Meta ads promoting nudity. The app presented itself as an AI image generator during App Review, but under the hood, it was actually generating nude images. Once Apple realized this, they removed the app from the App Store.
So it basically means that even if you’re violating Apple’s guidelines outside the App Store, Apple can still find out and take action against you.
Send higher quality signals and personalize every step from ad to paywall with Adapty Attribution
new features coming soon!
A trial cancelled after 5 minutes shouldn’t carry the same weight as one that survives the first hour.
But many app advertisers send both signals to Meta and TikTok as if they’re equal.
Adapty just made this easier to fix.
You can now send a “qualified trial” event only after the user has remained subscribed for a set number of hours—without writing custom code.
That means cleaner signals for the ad algorithm:
StartTrial ≠ QualifiedTrial
It may look like a small feature, but better input signals can lead to much better optimization.
Great move by Adapty.
Curious to see whether RevenueCat and Superwall add something similar.
If you tried Meta or TikTok ads and just couldn’t make them work, DM me.
A lot of the time, the problem isn’t the platform.
It’s the attribution, signals, or UA setup behind it.
We built Adapty Attribution to fix exactly that
DMs open
Don’t treat every trial as a good signal
Someone who cancels 3 minutes later shouldn’t look the same as someone who sticks around
With Qualified Trials, you can send Meta only the trials that survive your chosen time window
Cleaner signal
Better optimization
Now live in Adapty Attribution
Free ASO tool by Adapty!
Search Popularity + Keyword Suggester are now live in Adapty
Search Popularity shows which App Store search terms are trending in a market and category
Keyword Suggester takes one keyword and finds related ideas worth testing
use it for Apple Ads research, ASO, new markets, or even positioning
and one important thing:
popularity ≠ search volume or conversion
it’s a research signal from Apple, not a performance forecast
no one talks about this with Meta ads
if your app is brand new, start with an install campaign
not to scale
to test the full funnel
does your App Store page convert?
do users finish onboarding?
do they reach the paywall?
does the payment flow work?
you can learn all of this without a crazy budget
don’t start scaling before you know the basics are working
Join our free live event and ask all of your questions about Meta Ads
luma.com/app-8qt4
