app-ads-context

name	app-ads-context
description	When the user wants to create or update their paid growth context document with app info, ad accounts, budgets, CPI/CPA targets, LTV, and connected channels. Use when starting any paid ads project or when the user mentions "ads context", "growth brief", "my ad budget", or "target CPA". All other paid growth skills check for this file first. For organic ASO context, see app-marketing-context.
metadata	{"version":"1.0.0"}

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

## 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.

## 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

## 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

## 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

## 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)

## 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

## 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

# 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