Daycare Photo Download
Daycare Photo Download Beach Street Labs · Internal · Oct 5, 2026

Executive summary · Section 2

2. What your existing plans cover, and what’s missing

Coverage by channel (iOS lens) and ranked inconsistencies to fix.

2a. Coverage by channel

Channel Already in the kit (source) Status per your docs Gaps for an iOS-first launch
Google Ads “Procare search”: 19 exact keywords (ad groups A “download”, B “leaving”), negatives, policy-safe 12-headline RSA, sitelinks, GA4 purchase imported, Microsoft import note, seasonal RSA drafts, calendar ad group (ADS.md, CALENDAR-LAUNCH.md) Paused. “Approved (limited)” (Free desktop software) No iPhone keywords or headlines. Landing page is a mostly Chrome-step guide. No device split. iPhone purchases aren’t counted (only Stripe purchase is imported). Negative app blocks app-phrased queries.
Apple Ads Mentioned only as “not until the iOS app has reviews” (paid-channels-strategy.md) Not started The most native iOS channel. See §5b (⚑ optional test).
App Store (ASO) Name, subtitle “Save every Procare photo”, keywords, promo text, 6 iPhone screenshots (app-store/LISTING.md, app-store/screenshots/) Live 1 rating. No in-app review prompt is documented. No In-App Events or Custom Product Pages. The listing docs are out of date vs. live (they say “no in-app purchase”).
Organic search / SEO 5 guide pages, sitemap, canonicals, JSON-LD, content-lane rules, Reddit as SERP assets Live No iPhone landing or how-to page. Guides lead with Chrome steps. Calendar page not built. Stale sitemap dates.
Facebook Retargeting campaign built ($2/day), group posts A/B/C, angle copy (COPY.md, ADS.md) Off. No card. One creative (the square) Copy says “Chrome extension… to your computer”. Needs a phone-first creative set and an App Store click event to optimize toward.
Instagram Captions and Reels scripts, square/vertical images No account or cadence Scripts are laptop footage. Needs iPhone screen-recording Reels and a bio link to the App Store.
Pinterest Board plus 4 live pins, promoted campaign drafted, pins 5–7 copy, 4 Higgsfield pins Promoted paused, no budget Pinterest is mostly phone traffic, but pins link to Chrome-step guides. One Higgsfield pin says “On your computer tonight.”
X Nothing — §9: organic build-in-public only.
TikTok 15 scripts (COPY.md) Parked this quarter All scripts film the Chrome popup and Finder. ⚑ §10 proposes an organic iPhone-footage test.
Reddit (bonus) Saved answers, disclosure line, paid campaign built Paid Off Answers say “I built a Chrome extension”. Lead with the iPhone app.
Directors (bonus) Email, follow-up, flyers, QR, /r/CODE referral links Unclear if sent The flyer QR goes to the site, which is fine (the Smart App Banner shows on iPhone). Mention the iPhone app in the email body.

2b. Inconsistencies to fix (ranked)

1. Privacy and tracking wording vs. the live product — FIX FIRST
  • The homepage says “no tracking” while GA4, GTM and ad pixels load.
  • mobile/store/APP_STORE_LISTING.md says “No tracking. No analytics” and declares Usage Data and Diagnostics “not collected”. /privacy says run counts go to Google Analytics and crash reports go to Sentry.
  • extension/STORE_LISTING.md says trials send nothing.

Fix:

  • Homepage: “No account with us, no cloud. We never see your photos.”
  • App Store Connect privacy labels: Usage Data (product interaction) and Diagnostics (crash data), not linked to identity, not used for tracking. Confirm the exact categories against what the app sends.
  • Bring the App Store description and the CWS privacy tab in line with /privacy.
  • Apple can reject builds or ask for corrections when labels don’t match behavior. Do this before paid traffic.
  1. The launch kit is Chrome-first; the strategy is iOS-first.
    • COPY.md “Always true: Chrome extension…”, launch-kit/README.md “Only the Chrome extension is claimed”, the TikTok/Reels footage notes, the Reddit answers, and the homepage hero (“On your computer tonight”).
    • Rewrite them iPhone-first (copy is in §6–§10).
  2. App Store listing docs vs. live listing.
    • app-store/LISTING.md and mobile/store/APP_STORE_LISTING.md say “Price: Free (license sold on our website; no in-app purchase)” and “$20/year”.
    • The live listing has an in-app purchase “Yearly license $19.99”.
    • Update both docs so future edits don’t regress.
  3. iPhone purchases are invisible to your CAC math.
    • npm run cac and the Google purchase conversion count Stripe only.
    • Apple in-app purchases carry no attr_utm_source. The Neon plan’s upsertAppleCustomer stores no channel.
    • An iOS-first launch measured on Stripe alone will undercount the best channel. Fix in §12.
  4. CAC ceiling for iPhone purchases is a bit lower.
    • Apple’s commission is 15% under the Small Business Program, otherwise 30%. A $19.99 in-app sale nets roughly $17 (or about $14) vs. about $19 through Stripe.
    • Suggestion: use about $10 break-even for iOS-attributed purchases. Keep $12 for Stripe. The $6 target stays.
  5. Google negative app (ADS.md) blocks “procare app save photos” and “download photos from procare app”. Those are exactly the phone-intent queries. Replace it with narrower negatives.
  6. Google bidding is recorded as both “Manual CPC $0.50” and “Maximize clicks, $0.50 cap”. Pick one and record it.
  7. Hero vs. MESSAGING.md §8. The live hero is Angle D, computer-centric. Ads lead with “aren’t yours. Yet.” Suggest a phone-first hero (§3).
  8. Smaller fixes.
    • Reddit answer #1 says the extension “logs in as you”. Change to “uses the Procare session you’re already logged into”.
    • The “my husband built it” voice should be posted only by a real spouse from her own account. Otherwise use the founder voice with disclosure.
    • “Free” and “nothing touches our servers” stay off Google surfaces (MESSAGING.md §7).