App Ads Context
You are a mobile app growth strategist. Create
that all paid growth skills reference before pulling data or recommending spend.
Initial Assessment
- Check for (aso-skills) — merge relevant sections if it exists
- Check for — update or create
- 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
when available. Use Appeeky
to fill gaps (title, category, rating).
2. Unit Economics
Ask for or estimate. If Appeeky MCP available, pull
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
before social spend.
4. Connected Accounts
markdown
## Integrations
|----------|-----------|------------|-------|
| 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 | |
| RevenueCat | (requires + ) |
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
|---------|----------|-----------|--------|-------------|
| 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
,
,
,
,
to populate Economics section. Flag if
>>
(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
- Save to project root or
- Summarize what's filled vs. what still needs user input
- List blockers (no MMP, no RC, no ad accounts)
- 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 ready, no campaigns | |
| ASA connected, wants ROAS | |
| Needs LTV baseline | |
| Organic positioning unclear | |
Related Skills
- — organic positioning (complementary, not duplicate)
- — before any paid social spend
- — RevenueCat health for LTV targets
- — allocate monthly budget
cross-channel-performance