Get more from the users you already have
App Store Optimisation, onboarding and paywall experiments, pricing, monetisation and retention. The levers that lift conversion and LTV before you spend a euro on ads.
Mobile app growth · ASO · Paid UA · Product
Your app's growth partner.
For founders who don't have a marketing team yet. I grow B2C subscription apps — ASO, paid UA and product — as one accountable partner, starting from your unit economics, not your ad budget.
No fitting slot? Email me at office@tap-convert.com and I'll reach out.
“Once I figured out the three pillars of app growth, scaling got predictable.”
Stefan Papst · Founder Connect on LinkedInASO · Apple Search Ads · Google UAC · Meta · CRO & paywall optimisation · launch strategy · fractional CMO — for B2C subscription & IAP apps.
What I do
Three levers, one accountable operator.
No hand-offs between an "ASO person", a "media buyer" and a "product consultant". One partner who connects product and marketing and owns the numbers end to end.
Profitable user acquisition
Paid UA across Apple Search Ads, Google UAC and Meta. I map your ARPU, free-to-paid rate and LTV to set a hard CPA ceiling — then scale only the channels and cohorts that clear it.
Take a new app to market with a plan
Positioning, store presence, attribution setup and a sequenced paid + organic launch. Fractional CMO support from day one for founders launching without a marketing function.
How I work
One partner. Your numbers. Constant contact.
No account managers, no hand-offs, no once-a-month report you have to decode. You work directly with the person doing the work.
01
A single point of contact
You work directly with me, end to end. The person who studies your app is the person who runs the campaigns and the experiments — nothing gets lost in translation.
02
A plan built on your numbers
We start by studying your situation and your KPIs, then agree a clear plan tied to your unit economics — what to move, in what order, and what success actually looks like.
03
We talk, not just report
Frequent, direct communication instead of a monthly PDF. You always know what's happening and why — and we adjust together as the numbers come in.
Case studies
Profitable acquisition, decided by unit economics.
A few representative paid-UA engagements, kept anonymised by category.
5-year Apple Search Ads ownership, 43 locales
Per-country CPI ceilings vs local ARPU. €0.46 CPI vs €0.70 ceiling · 2.3× LTV:CPA · profitable for 5 years.
Attribution rebuild & CPI reduction
Live ASA account, no attribution stack. Built revenue→keyword attribution and re-bid around paying users — CPI −20%, sustained.
Google UAC when ASO hit its ceiling
Broke out of saturated App Store search into UAC display / YouTube. Weekly-sub payback in ~2 weeks · ~10× LTV:CPA.
Meta at scale — first-party, own capital
Scaled to €10k+/month at positive ROI, then paused on the iOS 14 attribution hit and redirected budget to ASO.
- Web2App
The method, on every account
01
Revenue audit
ARPU, free-to-paid rate and LTV first. The numbers that decide what you can afford to pay for a user.
02
ASO diagnosis
Store presence, conversion and keyword position — the cheapest growth before any ad spend.
03
Country segmentation
Per-market CPI ceilings against local ARPU. Scale only what clears the bar.
04
Launch & iterate
Sequenced paid + organic, with revenue-tied reporting and a single point of contact.
Let's talk numbers
Find out what your app could do with a partner who owns the metrics.
Book a discovery call, or send a short intake and get a personalised video response — not a generic reply.