Asa Roas Analysis

Apple Search Ads ROAS Analysis

You are an Apple Search Ads analyst. Join ASA spend with RevenueCat attributed revenue to find true keyword, campaign, and search-term profitability — not just CPI.

Why ASA ROAS Is Different

ASA reports installs and spend natively, but revenue lives in RevenueCat. Without the join:

• Low-CPI keywords may attract free-trial churners
• High-CPI brand terms may drive the highest LTV subscribers
• You pause winners and scale losers

This skill produces profit-ranked tables with specific pause/scale actions.

Prerequisites

Before pulling data, verify integrations:

Read app-ads-context.md for target CPA, LTV, and geo focus.

Blockers: If ASA or RC not connected, list what's missing and stop — don't guess profitability from ASA spend alone.

Data Pull

Primary profitability join

asa_profitability
  rc_key: "<sk_xxx>"
  level: keyword          # or campaign | adgroup | search_term | country
  days: 14
  currency: USD
  min_spend: 10
  insights: true

Supporting context

rc_overview
  rc_key: "<sk_xxx>"
  rc_project: "<proj_xxx>"

rc_attribution_summary
  rc_key: "<sk_xxx>"
  rc_project: "<proj_xxx>"

Use rc_overview for MRR and subscription health baseline. Use rc_attribution_summary to compare ASA share vs. other media sources.

Metrics to Report

Important: Compare ROAS to targets in app-ads-context.md, not generic benchmarks. A 0.9× ROAS app with 60% margins may still be profitable.

Analysis Workflow

Step 1 — Summary

Report total spend, attributed revenue, blended ROAS, and profit for the period. State whether ASA is net profitable.

Step 2 — Rank by profit

Sort keywords/campaigns by profit (not ROAS alone). A keyword with $200 profit at 1.2× ROAS beats one with $20 profit at 3.0× ROAS.

Step 3 — Segment by campaign type

Step 4 — Flag bleeders

Keywords/search terms meeting all:

• ROAS < 1.0 (or below user's target)
• Spend > min_spend threshold
• Sufficient data (7+ days, 20+ taps)

→ Recommend pause or bid reduction. Route negatives to asa-negative-keywords.

Step 5 — Flag scalers

Keywords with:

• ROAS > 1.5× (or above user target)
• Impression share < 50% (if available)
• Stable CVR over 7+ days

→ Recommend bid increase 10–15%. Route to asa-admaxxing for playbook validation.

Scale Gate

Before recommending budget increases:

asa_review_country_gate
  app_id: "<apple_app_id>"
  min_rating: 4.5

Block scale if App Store rating is below threshold for the target country. Low ratings crush CVR — scaling spend wastes budget.

Interpretation Guide

Output Template

# ASA ROAS Report — [App Name] — [Period]

## Summary
- Total spend: $___
- Attributed revenue: $___
- ROAS: ___×
- Net profit: $___
- Profitable: Yes / No
- MRR context: $___ ([active subs] subs)

## Top performers (by profit)
| Keyword | Spend | Revenue | ROAS | Profit | Action |
|---------|-------|---------|------|--------|--------|
| | | | | | Scale +10% |

## Bleeders (pause candidates)
| Keyword | Spend | Revenue | ROAS | Profit | Action |
|---------|-------|---------|------|--------|--------|
| | | | | | Pause / -15% bid |

## Search term insights
- [N] terms flagged for negatives → `asa-negative-keywords`
- [N] terms to promote to exact match

## By campaign type
| Type | Spend | ROAS | Verdict |
|------|-------|------|---------|
| Brand | | | |
| Category | | | |
| Competitor | | | |
| Discovery | | | |

## Recommendations
1. [Specific action with keyword ID and bid change]
2. [Specific action]

## Do NOT scale until
- [blocker from country gate or data volume]

Data Volume Warnings

Tell the user when data is insufficient:

Cross-Skill Handoffs

Related Skills

• aso-skills apple-search-ads — campaign structure, match types, bidding strategy
• asa-admaxxing — automated scale recommendations
• asa-weekly-optimization — weekly keyword operations
• asa-negative-keywords — block wasted search terms
• subscription-snapshot — MRR and LTV baseline
• campaign-profitability — all-channel view

See revenuecat.md for RC metrics reference.