Ashley Black, founder of Candid Consulting and former longtime Googler, breaks down how (and when) subscription apps should switch Google App Campaigns from CPA to tROAS, the pitfalls that stall performance, and how to feed better signals (activation/retention events) for durable scale. We also dig into iOS vs. Android realities, exclusions that actually matter, and why “automated” ≠ “set-and-forget.”

What you’ll learn

• The most common mistakes when moving from CPI/CPA to tROAS (targets too high, windows too long)
• How to set a realistic ROAS target (start ~20% below goal) and ramp it without killing volume
• Volume prerequisites for value bidding (why you need revenue events, not just trials)
• When tROAS fits (risk tolerance, trial length, budget) and when to stay with CPA
• Android vs. iOS with Google: inventory, tracking constraints, and creative needs (YouTube/Shorts)
• The right exclusions to apply (existing users, brand, re-installs) and why CPM rising can be good
• Using early activation/retention events to improve optimization when trial-start isn’t predictive

Key Takeaways

• Don’t over-ask early. Setting day-7 ROAS targets too high and using 30–90 day windows starves delivery. Start with a short window (≈7 days) and a lower target, then stair-step up.
• You need real revenue signals. For tROAS to learn, pass purchase/subscription events—trial-start alone won’t cut it. Rule of thumb: aim for ≥10 post-install revenue events/day (often more).
• Trial length matters. 30-day trials delay signals; tROAS may burn spend blind. Shorter trials or earlier monetization events make tROAS viable.
• Expect a ramp-up. Some accounts stabilize in days; aggressive targets can take weeks to unlock. Be patient and ready to lower targets to gain learning volume.
• Scale vs. profit trade-off. CPA often scales easier; tROAS can be more profitable once learned. Consider geo split tests to compare mixes.
• Inventory shifts under tROAS. Eligible placements are the same, but you may see more search/Play and higher CPMs—often a sign of higher-quality traffic, not waste.
• Exclude smartly. Add exclusions for current users, brand queries, and (optionally) re-installs to protect incrementality.
• iOS = different game. Google’s iOS performance lags Android; expect more YouTube/Shorts traffic and lean on strong UGC-style video. Treat iOS Google as a later-stage test.
• Optimize for activation. If trial-start users don’t retain, bid to an early in-app action (e.g., completed tutorial, first message) that correlates with D1/D7 retention and occurs fast enough for learning.
• Automation needs adults in the room. UAC/PMAX aren’t fire-and-forget—active tuning (targets, assets, exclusions) still moves the needle.

Links & Resources

• Ashley Black — Candid Consulting: https://www.candidconsultinggroup.com/
• Ashley’s guide to tROAS for subscription apps: https://www.botsi.com/blog-posts/value-based-bidding
• Connect with Ashley on LinkedIn: https://www.linkedin.com/in/ashleym-black/

Anthony Scarpaci, former Global VP of Growth at Acorns and senior leader at NerdWallet, Betterment, and Blue Apron, joins Jacob Rushfinn (CEO of Botsi) to break down how to build a referral program that performs. He shares his RIGHTT Framework—Relevance, Incentives, Guardrails, Human Centricity, Timing & Tracking—and real examples from fintech, meal kits, and subscription apps.

🧩 The RIGHT Framework

R = Relevance – Incentives should align with your product’s core value. Cash isn’t always king.

Example: GoHunt gives gear credits usable in-app and in its e-commerce store, keeping rewards tied to the customer experience.

I = Incentives – Make them motivating and credible. Urgency (limited-time offers) beats evergreen “set-and-forget” bonuses.

• Consumers are numb to “Give $10 Get $10.”
• Guaranteed rewards outperform sweepstakes—people act when they know they’ll get something.
• Tie incentives to meaningful product actions that predict retention.

G = Guardrails – Prevent gaming and fraud without killing usability.

The “optimal level of fraud is not zero.”
Every layer of anti-fraud friction hurts good users—accept some inefficiency for total-program scale.

• Analyze cohorts for retention / LTV gaps.
• Require real product usage (e.g., multiple deliveries in meal kits).

H = Human Centricity – Consistent, authentic, transparent experience across the entire journey.

• Map every touchpoint (ads → onboarding → referral share → reward delivery).
• Reinforce trust (“Your friend invited you”) and celebrate wins (“You earned $10—share again”).

T = Timing & Tracking –

• Launch after product-market fit and a healthy customer base.
• Introduce referral prompts at the right emotional moment: trial start or delight milestone.
• Maintain urgency windows for bursts of activity.
• Track cohorts, incremental lift, and blended CAC pre- / post-launch.

💡 Key Insights & Takeaways

• Referrals ≠ free users. Model unit economics and compare to your next-best acquisition channel (Meta, Google etc.).
• Halo & Cannibalization. Account for organic word-of-mouth you’d get anyway and the extra reach you gain when offers go viral.
• Accept some fraud. Zero-fraud programs over-optimize and add friction; “tolerable inefficiency” is a healthy cost of growth.
• Design for compounding. Great referrals create chains (friend → friend → friend), not single invites.
• Avoid conditioning. Don’t train users to expect giant promos forever—treat large bonuses as events, not defaults.
• Influencers as fuel. One creator’s post can 10× signups—plan for the viral halo but don’t depend on it.
• Higher-quality leads. Referred users retain better and cost less long-term—social proof raises both acquisition and retention.

🧠 AI Toolbox Anthony Uses

• Lovable / v0.dev / Replit V0 → No-code prototyping & mockups.
• Gemini transcription + Claude / ChatGPT → Strategy alignment & theme extraction from founder calls.
• OpusClip → Video editing & social creative velocity.
• Perplexity → Everyday research & voice-based learning.

🔗 Links & Resources

Anthony Scarpaci → https://www.linkedin.com/in/anthonyscarpaci/
Tunomatic → https://www.tunomatic.com/
Growth Notes Newsletter → https://tunomatic.substack.com/

Gabe Kwakyi, CEO of Lingvano and mobile growth leader, shares how creative hits powered Lingvano's paid acquisition, how he became CEO, and his testing → scaling → core framework on Meta. We also dig into onboarding/monetization experiments, live-learning bets, community building, and Gabe’s “AI Stack for Startups.”

What you’ll learn

• Why a tiny % of creatives drive the majority of paid social results—and how to reliably find them
• The playbook to mine influencer content and graduate winners from testing → scaling → core
• Budgeting and campaign structure tactics to let new winners break through incumbent hits
• When (and for whom) app→web payment flows actually make sense
• Parallel growth lanes beyond UA: onboarding, monetization, live sessions, and community
• Gabe’s “AI Stack” to go from beginner to intermediate with LLMs

Key Takeaways

• Creative hits rule paid social. Treat influencers as your “hit makers”; port high-engagement organic posts into ads and look for fast spend/scale with strong unit economics.
• Judge by scale, not vanity. If Meta won’t spend on it, it’s not a hit—pause losers quickly.
• Structure matters. Keep an always-on testing campaign; promote winners to a scaling lane (separate ad sets to force initial spend), then into your core.
• Expect droughts. Old hits can keep outperforming new tests—reactivate past winners and extend via hook swaps, but keep sourcing creators.
• Web payments ≠ free margin. Friction can erase take-rate gains; look for segment fit (e.g., older audiences) and promo-led moments to overcome drop-off. Test before scaling.
• Don’t single-thread growth. Run ongoing onboarding/monetization experiments and build community to diversify beyond UA.

Links & Resources

• Lingvano (learn ASL, BSL, and more): www.lingvano.com
• Gabe’s AI Stack for Startups (go to first featured posts): https://www.linkedin.com/in/gabrielkwakyi/
• Advanced App Store Optimization Handbook: https://www.asoebook.com/
• Connect with Gabe on LinkedIn: https://www.linkedin.com/in/gabrielkwakyi/