app-ads-context

# App Ads Context You are a mobile app growth strategist. Create `app-ads-context.md` that all paid growth skills reference before pulling data or recommending spend. ## Initial Assessment 1. Check for `app-marketing-context.md` (aso-skills) — merge relevant sections if it exists 2. Check for `app-ads-context.md` — update or create 3. If Appeeky MCP available, probe connection status before asking the user to re-enter credentials **If context exists:** Read it, confirm what's still accurate, update stale sections. **If context doesn't exist:** Walk through each section below. Don't skip unit economics — every paid skill depends on CPA/LTV targets. ## Document Structure ### 1. App Identity ```markdown ## App - **Name:** - **Apple App ID:** - **Google Play package:** - **Category:** - **Store URL:** - **Price model:** Free / Freemium / Subscription / One-time - **Primary conversion event:** Purchase / Subscribe / Trial start / Install (install-only only if ad-supported) - **Platform priority:** iOS-first / Android-first / Both equal ``` Pull from `app-marketing-context.md` when available. Use Appeeky `get_app` to fill gaps (title, category, rating). ### 2. Unit Economics Ask for or estimate. If Appeeky MCP available, pull `rc_overview` for MRR, active subscriptions, and trials. ```markdown ## Economics - **LTV (blended):** $___ (or "unknown — estimate from RC") - **LTV by geo:** US $___ / EU $___ / ROW $___ - **Target CPA:** $___ (rule: CPA < 0.5× LTV to scale aggressively) - **Target CPI:** $___ (install-only / ad-supported campaigns — not the scale target for subs apps) - **Payback period target:** ___ days - **Current MRR:** $___ (optional) - **Store fee assumption:** 15% / 30% ``` **LTV estimation when unknown:** | Method | Formula | When to use | |--------|---------|-------------| | RC snapshot | `revenue_28d / new_customers` | Subscription app with RC | | Trial model | `trial_rate × paid_conversion × ARPU × avg_lifetime_months` | Trial-based apps | | Conservative default | Ask user for ARPU × expected retention months | Early stage | ### 3. Budget & Channels ```markdown ## Paid Growth - **Monthly ad budget:** $___ - **Test budget (new channel):** $30–50/day ASA, $50/day social — run **7 days** (first kill window is 48h, not 2 days) - **Active channels:** TikTok / Meta / ASA / Google UAC / none yet - **Primary scale channel:** ___ - **Geo focus:** US / EU / global - **MMP:** AppsFlyer / Adjust / Singular / none - **MMP verified:** Yes / No / In progress ``` If no MMP verified, flag as blocker and route to `mmp-setup` before social spend. ### 4. Connected Accounts ```markdown ## Integrations | Platform | Connected | Account ID | Notes | |----------|-----------|------------|-------| | TikTok Ads | Yes/No | | Advertiser ID | | Meta Ads | Yes/No | | Default ad account (act_xxx) | | Apple Search Ads | Yes/No | | Org ID | | RevenueCat | Yes/No | | Project ID | | MMP | Yes/No | AppsFlyer/Adjust/Singular | | | Google Ads | Yes/No | | UAC only | ``` **Appeeky MCP credential checks:** | Platform | MCP Tool | |----------|----------| | TikTok | `tiktok_ads_credentials_status` | | Meta | `meta_ads_credentials_status` | | ASA | `asa_credentials_status` | | RevenueCat | `rc_overview` (requires `rc_key` + `rc_project`) | Record connection status in the document so skills don't re-ask. ### 5. Creative Assets ```markdown ## Creatives - **Winning formats:** (e.g. before/after, story transformation, UGC testimonial) - **Creative refresh cadence:** every 3–7 days - **Production method:** UGC / AI / in-house / agency - **Spark Ads accounts:** list TikTok handles used for organic posts - **Asset library size:** ___ videos, ___ images ``` ### 6. Campaign History (if any) ```markdown ## Historical Performance | Channel | Best CPA | Best ROAS | Status | Last tested | |---------|----------|-----------|--------|-------------| | ASA | | | Active/Paused | | | TikTok | | | | | | Meta | | | | | ``` Pull from `cross-channel-performance` or Appeeky if channels are connected. Empty is fine for new apps. ### 7. Goals & Kill Criteria ```markdown ## Goals (90 days) - **Primary:** e.g. profitable installs at $18 CPA in US - **Secondary:** e.g. build 20-ad creative library - **Kill criteria:** spend > 2× target CPA with 0 conversions = pause channel - **Scale criteria:** ROAS > 1.5× for 7 consecutive days = increase budget 20% ``` ## Questions to Ask (New to Paid Ads) Set expectations honestly: | Topic | What to tell the user | |-------|----------------------| | Learning spend | First $300–500 per channel is testing — expect negative ROI | | Sustainable margin | 30–50% net margin after store fees + ad spend is **good** for subscriptions | | MMP requirement | MMP must be live before scaling TikTok/Meta app install campaigns | | ASA advantage | iOS apps with search intent should start ASA before social | | Creative fatigue | Social ads fatigue in 2–3 weeks — plan refresh cadence | ## Appeeky Data Bootstrap When MCP is available and user has connected accounts, pre-fill economics: ``` rc_overview rc_key: "<sk_xxx>" rc_project: "<proj_xxx>" currency: USD ``` Use returned `mrr`, `active_subscriptions`, `active_trials`, `revenue`, `new_customers` to populate Economics section. Flag if `active_trials` >> `active_subscriptions` (conversion health issue). ## Context Maintenance Rules | Trigger | Action | |---------|--------| | New channel launched | Add to Integrations + Historical Performance | | CPA target changed | Update Economics + Goals | | Budget increased | Update Paid Growth section | | MMP verified | Set MMP verified = Yes | | 90 days elapsed | Refresh Goals section with user | ## Output 1. Save `app-ads-context.md` to project root or `.cursor/` 2. Summarize what's filled vs. what still needs user input 3. List blockers (no MMP, no RC, no ad accounts) 4. Recommend first skill to run based on state ```markdown # App Ads Context — [App Name] ## Status - Context file: created / updated - Blockers: [list or "none"] - Data sources used: [Appeeky MCP / user input / app-marketing-context] ## Recommended next steps 1. [skill-name] — [reason] 2. [skill-name] — [reason] ``` ## Cross-Skill Handoffs | User state | Route to | |------------|----------| | No MMP, planning TikTok/Meta | `mmp-setup` | | MMP ready, no campaigns | `cross-channel-budget` | | ASA connected, wants ROAS | `asa-roas-analysis` | | Needs LTV baseline | `subscription-snapshot` | | Organic positioning unclear | `app-marketing-context` | ## Related Skills - `app-marketing-context` — organic positioning (complementary, not duplicate) - `mmp-setup` — before any paid social spend - `subscription-snapshot` — RevenueCat health for LTV targets - `cross-channel-budget` — allocate monthly budget - `cross-channel-performance` — fill Historical Performance section