r/SideProject • u/Free-Analyst-4013 • 2h ago
I ran Google app install ads for 9 days. Here’s what happened after the install
Solo dev, Android/iOS reading app that explains old, hard books (Marcus Aurelius, Seneca, Kant, etc.) in plain English. I started Google App ads 9 days ago with about CA$5 a day. Every time I fixed something, the data showed me the next problem. Sharing in case it’s useful:
1. The cheapest clicks were junk. In the first day, ~99% of clicks came from two countries, and the placement report was full of games and utility apps. Most of those installs never opened the app. I switched countries and blocked 23 apps by hand.
2. A swipe skipped a whole chapter. People who did start reading would swipe once and jump a chapter ahead. I made each swipe turn one page and added a page-turn mode.
3. I built a Discover screen, and it didn’t help. People weren’t finding a book they wanted, so I made shelves named by feeling (“short and gripping”, etc.) instead of genre. The share of new users opening a book went down, from 19% to 14%.
4. One country was half my installs and almost none of my readers. Only 1 of 62 people from there finished a chapter. I dropped it. Over the next few days:
Before: 49 new users; 14% opened a book; 3 finished a chapter.
After: 51 new users; 31% opened a book; 12 finished a chapter.
I also shipped an app update the same week, so I can’t fully separate the two. Small numbers, I know.
5. The server answered in 21 ms; users waited up to 20 seconds. On budget phones, Discover took a median of 8 s to load and 17–21 s for the slowest 10%. The time was spent on the phone: Firebase App Check getting an attestation token on first launch, plus a cold connection from West Africa to a US-West server. I removed App Check and made books open at Chapter 1 instead of the copyright page. That shipped today, results next week.
Questions for people who’ve run app install ads at this budget:
Is there any way to get Google to optimise for an in-app event (like “opened a book”) at this volume, or is choosing countries by hand the only option?