How To Lower CPA In Your Subscription App

Carlo Indrizzi
October 30, 2023
How To Lower CPA In Your Subscription App

It is always a very hard task to lower the cost of your app marketing campaign, and that can be even harder for subscription apps.

In this short article, we will list some effective strategies to employ if you want to lower CPA for your subscription app

Two primary notions

The first two basic concepts we need to comprehend are the meaning of CPA and what subscription apps are.

  • Cost Per Action, or CPA, is a pricing model and, at the same time, a very important metric in mobile app marketing. It quantifies the cost incurred to acquire a new user who performs a specific action, such as subscribing to a premium service.

  • Subscription apps are those that offer a variety of premium features or content behind a paywall, compelling users to subscribe to access these exclusive offerings.

Now that we’ve got this out of the way, let’s take a look at some important criteria to consider and apply if you want to lower CPA in subscription apps

Reach your target audience!

One highly effective approach for lowering CPA is to accurately target your audience, and you can only do that by fully understanding your already-existing users and their actions within the app. 

This kind of analysis allows you to tailor your marketing campaigns to align with the preferences of potential new subscribers. In-depth research into in-app sessions of your target audience is crucial for crafting content and promotions that genuinely resonate with them.

Employ A/B testing!

As we just mentioned, user experience rises to the role of a key metric if you want to lower the CPA of your subscription app.

In that, A/B testing ends up being a very powerful tool, since it helps you refine many aspects of your app, such as the interface, landing pages, and even your marketing material.

You must constantly test different variations, and always look for new and fresh contents that resonate with your audience, so as to get to higher conversion rates.

Make data-driven decisions!

For subscription apps, adopting a data-driven approach is essential throughout your app marketing campaign. Continuously analyze every piece of data related to your app's performance and leave no stone unturned.

The use of tracking and analytics tools becomes pivotal for gathering insightful information about user behavior, preferences, and engagement metrics specific to subscription app dynamics. 

It is equally important to track and optimize all the kinds of post-install events at various stages of the user funnel within your app, so as to optimize conversion rates for every kind of event. 

These valuable insights empower you to make informed decisions, refine your marketing strategies, and optimize and scale your app with a focus on lowering CPA.

By consistently monitoring performance data, you can quickly adapt your campaign efforts, making data-backed, cost-efficient decisions that could bring lots of advantages to your subscription app.  

Retention is equally as important as acquisition!

The sole acquisition of new users may not be enough if your goal is to lower CPA. You must always look to retain your most loyal users and keep them satisfied. 

There are several different ways you can do that:

  • Offering personalized contents is a great way of retaining your users, as they’ll feel as they’re taken care of and looked after.

  • Discounts are another very effective way of doing that. They show that you are not only about making money off your users, but you also keep their interest at heart.

These simple actions are able to convert your users into happy and satisfied customers and lead you towards a common goal, which is to increase the Lifetime Value of your users. 

Choose your ads wisely!

When you're promoting your subscription app, the type of in-app ads you choose can significantly impact your CPA. 

It is very important to ensure that your ads are top-notch and directly relevant to your audience. If your ads are off the mark or of low quality, you might experience a high bounce rate, leading to a higher CPA.

To tackle this, focus on creating compelling ad content that clearly communicates the benefits of your subscription app and you can use eye-catching visuals to grab users' attention. 

If you do this the right way, you will most definitely increase your chances of attracting new users who are more likely to become loyal subscribers, and you will certainly be able to lower CPA.


As you may have understood, there is not a single path to follow in order to lower CPA in your subscription app. Instead, you must act on several fronts, but, thanks to all the different bases you’ll be sure to cover, you will be able to funnel all your efforts towards lower CPAs. 

There is one thing that you must always remember. Achieving lower CPA is a continuous process and demands constant monitoring and adaptation. If you keep focusing on delivering new value to your subscribers and staying dedicated to your user base, there is no doubt that your work will be rewarded.