App Growth Playbook

Core Workflow

1. Assess Current State

Gather the following before selecting channels:

• Downloads: monthly installs, trend direction, organic vs. paid split
• Retention: D1, D7, D30 retention rates
• Revenue: ARPU, LTV, current monetization model
• Audience: primary demographic, geographic concentration, device split
• Current channels: what has been tried, what worked, what failed

2. Select Growth Channels

Use the channel selection matrix to pick 2-3 channels based on app category and budget.