Daycare Photo Download
Beach Street Labs · Internal · Oct 5, 2026
Executive summary · Section 4
4. Goals, KPIs, budget
Your numbers, re-dated for Oct 5 – Nov 1.
CAC rule (yours): double under $6 · hold $6–12 · cut over $12 after 10 purchases. For iOS-attributed purchases, use about $10 as break-even (§2b #5).
4-week goals (Oct 5 – Nov 1). These are suggested targets, not forecasts.
| Metric | Target by Nov 1 | Source |
|---|---|---|
| Sessions with UTMs | 400+ | GA4 |
App Store click rate (appstore_click / sessions, mobile) | ≥ 20% | GA4 (new event) |
| App Store product page → install (App Store Connect “conversion rate”) | Baseline, then improve | App Analytics |
| CWS click rate (desktop) | ≥ 15% | GA4 cws_click |
Preview runs (trial_run), split iOS / Chrome | 100+, majority iOS | Neon runs.platform / GA4 |
| Purchases (Apple IAP + Stripe) | 15–25 | App Store Connect + Stripe |
| App Store ratings | 10+ | App Store Connect |
| Directors contacted / flyers placed | 40 / 3 | Sheet |
Budget (suggestion, unchanged at $150/mo):
| Channel | $/day | $/4 wks | Status / trigger |
|---|---|---|---|
| Google Search: mobile campaign (iPhone-first) plus desktop campaign (Chrome) | $4 total (suggest $2.50 mobile / $1.50 desktop) | ~$112 | Unpause today with the device split (§5a) |
| Pinterest promoted (phone-first pin) | $1 | ~$28 | Publish week 1 |
| Meta retargeting (App Store click and Purchase) | $2 | $0–56 | On at ~500 visitors in 30 days or 10 purchases (your rule) |
| Reddit paid | $0 | $0 | Off (your decision) |
| ⚑ Apple Ads (optional) | $1 | ~$28 | Week 2. Funded by moving Pinterest’s $1/day if Pinterest cost per visit is over ~$0.50 after 7 days (your Day-30 rule, applied earlier), or as +$28 if you accept $178 for the month |
| Director referrals | $5/signup | variable | Results-only |
| TikTok / X / IG organic | $0 | $0 | Founder time |