Scaling a fitness app 3.4x without breaking CPA

The challenge

Lumi had a strong product and healthy trial-to-paid conversion, but growth had stalled. Spend was concentrated in one channel, the cost per trial was creeping up every month, and the SKAN conversion-value schema was too noisy to trust. The team could not tell which installs were actually turning into subscribers.

What we did

• Rebuilt the channel mix across Meta, Apple Search Ads and a measured programmatic test, each judged on trial-to-pay value rather than installs.
• Redesigned the SKAN conversion-value schema around the events that predict a paying subscriber.
• Fed the creative studio a steady stream of UGC and motion concepts, with a clear weekly testing cadence.
• Set a trial-to-pay ROAS target with the team and moved budget toward whatever beat it.

The result

Within two quarters installs had tripled, the cost per trial had fallen by more than a fifth, and - most importantly - the trips that converted to paying subscribers held a 4.6x return. Lumi could finally spend with confidence because the numbers told a story the whole team trusted.