growth playbook · Oct 18, 2026

Keepsafe growth playbook

Keepsafe's Photo Vault has close to 100 million downloads and a 4.7-star rating from about 385,000 reviews, but the one job it is best known for, hiding photos, is now free on every phone through Apple's locked Hidden album and Google Photos' Locked Folder.

Its only open role is a Senior Paid Growth Manager who owns App Store search, social, Google Search and DSPs against CAC, LTV and payback, plus ASO, geo expansion, lifecycle and landing pages.

So this playbook is mostly a paid-growth plan: intent-matched Search Ads pages that answer what the built-in options do not, a cleaner price list and trial journey, measured incrementality, and a gradual shift from "hide photos" to a private, backed-up vault for important files.

Growth Score

Biggest Opportunity

Win the searches people make after trying the free built-in options, by showing exactly what Keepsafe adds (its own PIN, private backup and restore on a new phone, sharing with chosen people, documents), and turn that into a position that platform features do not cover.

Biggest Risk

Apple and Google keep improving free photo hiding, so paid acquisition gets more expensive and churn rises unless Keepsafe's reason to pay moves beyond hiding photos.

Start here

The three moves to make first. Each one is written up in full below.

Apple Search Ads on "hide photos" searches, each keyword group landing on a Custom Product Page about what the built-in Hidden album does not do
Export the last 90 days of Search Ads terms and group them into the four intents by trial-start rate.
High impact First result in 2 weeks
Short-video creative built on the decoy calculator reveal for TikTok, Snap and Meta
Script five reveal hooks and record them on a test phone with sample content only.
Medium impact First result in 3 weeks
Clean up the ten in-app purchase entries and test a yearly-first paywall
List every active SKU, its subscribers and when it was last sold.
High impact First result in 6 weeks

Your idea portfolio

21 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

7 ideas are marked Unexpected: plays you are unlikely to have tried.

This week 6

Quick wins with a clear first action.

Since iOS 18 every iPhone can lock apps and the Photos Hidden album behind Face ID, so "how do I hide photos" searchers already have a free answer. Keepsafe wins only by showing what Apple's option lacks: a separate PIN, private backup, sharing with chosen people, and documents as well as photos.
High impactLow effort First result in 2 weeks Senior Paid Growth Manager
First action
Export the last 90 days of Search Ads terms and group them into the four intents by trial-start rate.
How to measure it
Apple Search Ads cost per paid subscriber
Now
–
Target
-20%
By
6 weeks
Steps
Group the terms
Four intent groups from 90 days of search terms, with trial-start and paid rates.
Senior Paid Growth Manager 1 day
Write one difference per group
Separate PIN, private backup, sharing with chosen people, documents and IDs.
Senior Paid Growth Manager 2 hours
Build four Custom Product Pages
First two screenshots answer the group's intent.
Senior Paid Growth Manager 3 days
Map ad groups to pages
Each keyword group to its page.
Senior Paid Growth Manager 1 hour
Wire revenue
Trial start and paid conversion by ad group through the MMP and App Store Connect.
Senior Paid Growth Manager 1 day
Read after two weeks
Cost per paid subscriber by group against the default page.
Senior Paid Growth Manager 1 hour
Reallocate
Shift budget to the groups with the best payback.
Senior Paid Growth Manager 30 minutes a week
First result
2 weeks
Cost
No new spend; reallocates the current Search Ads budget
Owner
Senior Paid Growth Manager
Smallest test
Build one Custom Product Page for the "private photo vault" group and run it for two weeks.
Why it works
Ready to use
ChecklistCustom Product Page brief per keyword group
Risks and how to handle them
Evidence
Google shows a description of Keepsafe that sells three products the products page no longer lists, while the page itself sells Photo Vault and Calculator. Every paid and organic visitor sees the mismatch.
Medium impactLow effort First result in 2 weeks Senior Paid Growth Manager
First action
Search "keepsafe" in Google and record the title and description shown.
How to measure it
Brand search click-through
Now
–
Target
+10% relative
By
4 weeks
Steps
Audit snippets
English and the four localized pages.
Senior Paid Growth Manager 1 hour
Rewrite
Photo Vault and Calculator only, under 155 characters.
Senior Paid Growth Manager 1 hour
Add ratings
4.7 stars from 385K ratings, linked to the store.
Senior Paid Growth Manager 30 minutes
Update localized pages
The same fix in four languages.
Senior Paid Growth Manager 2 hours
Fix security headers
The site grades F; add the basic headers while the site is open.
Engineering 2 hours
Request reindexing
In Search Console.
Senior Paid Growth Manager 15 minutes
First result
2 weeks
Cost
$0
Owner
Senior Paid Growth Manager
Smallest test
Fix the English page today.
Why it works
Risks and how to handle them
Evidence
The App Store lists ten in-app purchases with repeated names ("KeepSafe Premium" at $4.99, $5.99, $12.99, $23.99 and $35.99; three "Cloud Hider" items at $35.99). Buyers see a confusing list, and old prices make LTV reporting harder.
High impactLow effort First result in 6 weeks Senior Paid Growth Manager
First action
List every active SKU, its subscribers and when it was last sold.
How to measure it
Revenue per trial start in the first year
Now
–
Target
+15%
By
8 weeks
Steps
Inventory SKUs
Active, legacy and subscribers on each.
Product team 1 day
Rename and retire
Clear names; legacy SKUs closed to new buyers.
Product team 2 days
Design the test paywall
Yearly first, monthly equivalent, trial terms stated clearly.
Product team 2 days
Run the test
Half of new trials for four weeks.
Senior Paid Growth Manager 4 weeks
Read cohorts
Trial-to-paid and refunds by arm.
Senior Paid Growth Manager 1 day
Roll out the winner
Update ad and store copy to match.
Senior Paid Growth Manager 1 day
First result
6 weeks
Cost
$0
Owner
Senior Paid Growth Manager
Smallest test
Rename the active SKUs this week before testing the paywall.
Why it works
Risks and how to handle them
Evidence
Keepsafe has 4.7 stars from about 385K ratings, and its homepage quotes a review about trust. The happiest moment in a vault app is seeing photos come back on a new phone.
Medium impactLow effort First result in 1 month Senior Paid Growth Manager
First action
Find where the rating prompt fires today.
How to measure it
Recent rating average
Now
–
Target
4.8+
By
2 months
Steps
Map current prompts
Where and how often.
Engineering 2 hours
Pick happy moments
Backup done, restore done, tenth item locked.
Product team 1 hour
Block bad moments
Never after errors or failed unlocks.
Engineering 2 hours
Ship
In the next release.
Engineering 1 week
Watch reviews
Daily for a month.
Support team 15 minutes a day
Reply to low reviews
With a fix or a support link.
Support team daily
First result
1 month
Cost
$0
Owner
Senior Paid Growth Manager
Smallest test
Move the prompt to after a completed backup only.
Why it works
Risks and how to handle them
Evidence
The paid role is asked to tie spend to subscription revenue, cohorts, LTV and incrementality across Apple Search Ads, Meta, TikTok, Snap, Google and DSPs. Until that view exists, budget follows installs.
High impactMedium effort First result in 3 weeks Senior Paid Growth Manager
First action
List every data source (App Store Connect, Google Play, MMP, ad platforms) and what each can report today.
How to measure it
Spend with a measured payback curve
Now
–
Target
90%
By
4 weeks
Steps
Inventory sources
What each platform can report.
Senior Paid Growth Manager 1 day
Define metrics
Trial, paid, refund and revenue by cohort.
Senior Paid Growth Manager 2 hours
Build the view
Weekly, by channel and country.
Senior Paid Growth Manager 1 week
Label modeled data
SKAN and modeled conversions marked.
Senior Paid Growth Manager 1 hour
Set payback targets
Per channel, agreed with the CEO.
CEO 1 hour
Weekly review
Budget moves based on payback.
Senior Paid Growth Manager 30 minutes a week
First result
3 weeks
Cost
$0 to $500 a month for a dashboard tool
Owner
Senior Paid Growth Manager
Smallest test
Build it for Apple Search Ads alone first.
Why it works
Risks and how to handle them
Evidence
Keepsafe Calculator looks like a calculator and opens a vault. A three-second reveal shows the product's value without showing any private content, which is the creative problem every vault app has.
Medium impactLow effort First result in 3 weeks Senior Paid Growth Manager
First action
Script five reveal hooks and record them on a test phone with sample content only.
How to measure it
Cost per trial from reveal videos
Now
–
Target
-25% vs current creative
By
4 weeks
Steps
Write hooks
Five situations, none involving intimate content.
Senior Paid Growth Manager 2 hours
Record
On a test device with stock sample photos.
Senior Paid Growth Manager 1 day
Make variants
Ten cuts with AI-assisted editing and captions.
Senior Paid Growth Manager 2 days
Check platform rules
Each network's ad policy for privacy and security apps.
Senior Paid Growth Manager 2 hours
Test
Equal budgets for two weeks.
Senior Paid Growth Manager 2 weeks
Scale the winners
And brief the next batch from what won.
Senior Paid Growth Manager weekly
First result
3 weeks
Cost
$3,000 to $8,000 in test spend
Owner
Senior Paid Growth Manager
Smallest test
Run three reveal videos on one network for a week.
Why it works
Risks and how to handle them
Evidence

This quarter 9

The core plays for the next three months.

Keepsafe already has localized site pages in Arabic, German, Spanish and French, and the paid role lists geo expansion. Those markets often have lower costs per install, but the payback has to be measured, not assumed.
High impactMedium effort First result in 2 months Senior Paid Growth Manager
First action
Check current organic installs and conversion by country for the four languages.
How to measure it
Markets meeting the payback target
Now
–
Target
3
By
1 quarter
Steps
Rank markets
Organic installs, conversion and price levels.
Senior Paid Growth Manager 1 day
Localize listings
Store text and screenshots in each language.
Senior Paid Growth Manager 2 weeks
Set local prices
Check purchasing power before launch.
CEO 1 day
Launch small
Search Ads and Meta per market.
Senior Paid Growth Manager 1 week
Read at 30 and 90 days
Payback by market.
Senior Paid Growth Manager monthly
Keep or cut
Markets below target are paused.
Senior Paid Growth Manager 1 hour
First result
2 months
Cost
$10,000 to $20,000 in test spend
Owner
Senior Paid Growth Manager
Smallest test
Launch Germany and Spain first.
Why it works
Risks and how to handle them
Builds on
Evidence
Premium comes with a 30-day free trial. A user who never backs up during the trial never feels what they would lose by cancelling.
High impactMedium effort First result in 6 weeks Senior Paid Growth Manager
First action
Measure how many trial users turn on backup in the first week and how they convert.
How to measure it
Trial-to-paid conversion
Now
–
Target
+5 points
By
2 months
Steps
Measure the gap
Backup in week one against conversion.
Senior Paid Growth Manager 1 day
Write four messages
Days 1, 3, 7 and 25.
Senior Paid Growth Manager 1 day
Respect privacy
No message shows or names vault contents.
Product team 2 hours
Ship
Push and email, with an opt-out.
Engineering 2 weeks
A/B test
Journey against no journey.
Senior Paid Growth Manager 4 weeks
Read cohorts
Conversion and refunds.
Senior Paid Growth Manager 1 day
First result
6 weeks
Cost
About two weeks of engineering
Owner
Senior Paid Growth Manager
Smallest test
Send only the day-3 backup message for two weeks.
Why it works
Risks and how to handle them
Builds on
Evidence
Private cloud backup is the Premium feature people feel when they lose a phone. Lapsed subscribers often do not know what happens to their backed-up items.
Medium impactMedium effort First result in 1 month Senior Paid Growth Manager
First action
Count lapsed Premium subscribers from the last 12 months and what their backups look like.
How to measure it
Win-back rate
Now
–
Target
8%
By
2 months
Steps
Size the base
Lapsed in the last 12 months.
Senior Paid Growth Manager 1 day
State the facts
What happens to backups after lapse, from product.
Product team 2 hours
Write the sequence
Three messages over 30 days.
Senior Paid Growth Manager 1 day
Set the offer
A first-year yearly discount.
CEO 1 hour
Send and measure
Return rate and refunds.
Senior Paid Growth Manager 6 weeks
Make it standing
Automatic for every lapse.
Engineering 1 week
First result
1 month
Cost
Discount cost on returning subscribers
Owner
Senior Paid Growth Manager
Smallest test
Email 1,000 lapsed subscribers with the facts and the offer.
Why it works
Risks and how to handle them
Builds on
Evidence
Third-party estimates put the Android app at roughly two-thirds ad revenue and one-third in-app purchases. Users who dislike ads in a privacy app are a natural upgrade audience.
High impactMedium effort First result in 2 months CEO
First action
Pull Android revenue per user from ads and from purchases over the last 90 days.
How to measure it
Android revenue per user
Now
–
Target
+10%
By
2 months
Steps
Measure the baseline
Ad and purchase revenue per user.
CEO 1 day
Price the tier
Ad-free below Premium.
CEO 1 day
Build the prompt
After repeated ad dismissals.
Engineering 2 weeks
Run the test
Half of Android users for six weeks.
Senior Paid Growth Manager 6 weeks
Compare total revenue
Ads plus subscriptions per user.
Senior Paid Growth Manager 1 day
Decide
Keep, change price or drop.
CEO 1 hour
First result
2 months
Cost
Possible ad revenue loss during the test
Owner
CEO
Smallest test
Show the offer to 10% of Android users for two weeks.
Why it works
Risks and how to handle them
Evidence
The blog stopped in 2019 and the site has a single homepage, so Google Search and display traffic lands on a page that speaks to nobody's specific question.
Medium impactMedium effort First result in 6 weeks Senior Paid Growth Manager
First action
Pick the three highest-volume searches the paid team already buys.
How to measure it
Google Search click-to-install
Now
–
Target
+30% relative
By
2 months
Steps
Pick searches
Three with the best paid volume.
Senior Paid Growth Manager 1 hour
Write honest pages
Free phone options, then what Keepsafe adds.
Senior Paid Growth Manager 3 days
Detect device
Show the right store badge.
Engineering 1 day
Point campaigns
Google Search and DSP traffic.
Senior Paid Growth Manager 1 day
A/B test
Against the homepage.
Senior Paid Growth Manager 4 weeks
Translate the winner
Into the localized languages.
Senior Paid Growth Manager 1 week
First result
6 weeks
Cost
$0
Owner
Senior Paid Growth Manager
Smallest test
Build the iPhone page first.
Why it works
Risks and how to handle them
Builds on
Evidence
The role asks for incrementality, and iOS attribution misses much of what social ads drive. Without a holdout, Meta and TikTok budgets are set on modeled data.
High impactMedium effort First result in 2 months Senior Paid Growth Manager
First action
Pick matched regions with stable install history.
How to measure it
Incremental CPA known for Meta and TikTok
Now
–
Target
measured
By
2 months
Steps
Pick regions
Matched by history and size.
Senior Paid Growth Manager 2 days
Set the plan
Four weeks, what is paused, what is measured.
Senior Paid Growth Manager 1 day
Run the holdout
Pause social in test regions.
Senior Paid Growth Manager 4 weeks
Measure lift
Total trials and paid subscribers.
Senior Paid Growth Manager 2 days
Reset budgets
From incremental cost.
CEO 1 hour
Repeat twice a year
As channels change.
Senior Paid Growth Manager twice a year
First result
2 months
Cost
Some lost installs in the holdout regions
Owner
Senior Paid Growth Manager
Smallest test
Hold out one region for two weeks to check noise.
Why it works
Risks and how to handle them
Builds on
Evidence
Photo Vault already locks documents. Travelers want copies of passports, IDs and insurance cards they can reach if a wallet is lost, which is a clean, positive message for ads.
Medium impactMedium effort First result in First travel season Senior Paid Growth Manager
First action
Check how many Premium users already store document-type items.
How to measure it
Documents campaign cost per paid subscriber
Now
–
Target
at or below the account average
By
first travel season
Steps
Check usage
How users store documents today.
Product team 1 day
Build a product page
Documents and IDs first.
Senior Paid Growth Manager 2 days
Make videos
Lost wallet, travel checklist.
Senior Paid Growth Manager 1 week
Time it
Four weeks before peak travel.
Senior Paid Growth Manager 1 hour
Run on Meta and Search Ads
Travel-intent audiences and terms.
Senior Paid Growth Manager 4 weeks
Measure
Against the photo campaigns.
Senior Paid Growth Manager 1 day
First result
First travel season
Cost
$5,000 to $10,000 in test spend
Owner
Senior Paid Growth Manager
Smallest test
One Custom Product Page on document search terms.
Why it works
Risks and how to handle them
Builds on
Evidence
The homepage says "military-grade encryption" but explains nothing, and the only testimonial is about trust. A privacy app's conversion depends on believing the claim.
Medium impactMedium effort First result in 2 months CEO
First action
Write down, with engineering, exactly how backups are encrypted and who holds the keys.
How to measure it
Landing page conversion with the trust page linked
Now
–
Target
+10% relative
By
2 months
Steps
Document the system
Storage, encryption, access.
Engineering 2 days
Write plainly
Five questions a buyer asks.
CEO 1 day
Commission a review
An independent security firm.
CEO 1 quarter
Publish
With the review summary when ready.
Senior Paid Growth Manager 1 day
Link it
From landing pages and the store description.
Senior Paid Growth Manager 1 hour
Keep it current
Review yearly.
Engineering yearly
First result
2 months
Cost
$10,000 to $30,000 for an independent review
Owner
CEO
Smallest test
Publish the plain-language explanation first, without the review.
Why it works
Risks and how to handle them
Evidence
The role asks for AI tools and agents in testing and reporting, and performance creative is usually the bottleneck for a one-person paid team.
Medium impactMedium effort First result in 1 month Senior Paid Growth Manager
First action
Collect the top ten ads of the last six months and what they had in common.
How to measure it
Creatives tested per week
Now
–
Target
30
By
1 quarter
Steps
Build the library
Winning hooks and formats.
Senior Paid Growth Manager 2 days
Set up generation
Prompts and templates for copy and storyboards.
Senior Paid Growth Manager 3 days
Produce weekly
Best ideas into video and statics.
Senior Paid Growth Manager 1 day a week
Policy check
Each network's rules for privacy apps.
Senior Paid Growth Manager weekly
Retire losers
After a fixed spend without results.
Senior Paid Growth Manager weekly
Update the library
Add each week's winners.
Senior Paid Growth Manager weekly
First result
1 month
Cost
$200 to $500 a month in AI tools
Owner
Senior Paid Growth Manager
Smallest test
Generate 20 variants of the best current ad and test five.
Why it works
Risks and how to handle them
Builds on
Evidence

Big bets 3

Larger plays that can change the trajectory.

Apple's Hidden album with Face ID and Google Photos' Locked Folder now cover basic photo hiding for free. Keepsafe's defensible ground is a separate PIN, private backup, restore on any new phone, sharing with chosen people, and documents.
High impactHigh effort First result in 2 quarters CEO
First action
Survey 1,000 Premium users on what they store and why they pay.
How to measure it
12-month Premium retention
Now
–
Target
+10 points
By
4 quarters
Steps
Survey users
What they store and why they pay.
CEO 2 weeks
Define the position
One sentence and three proof points.
CEO 1 week
Update onboarding
Documents and backup in the first session.
Product team 1 month
Update store and site
New screenshots and copy.
Senior Paid Growth Manager 2 weeks
Shift creative
Documents and backup stories.
Senior Paid Growth Manager ongoing
Measure retention
Cohorts before and after.
Senior Paid Growth Manager quarterly
First result
2 quarters
Cost
About a quarter of product and design work
Owner
CEO
Smallest test
Run one Custom Product Page with the new position against the current one.
Why it works
Risks and how to handle them
Builds on
Evidence
Phone tips and privacy creators answer "how do I keep my photos private" every week. Paid social is one of the named channels; creators bring trust a vault app needs.
Medium impactHigh effort First result in 2 months Senior Paid Growth Manager
First action
List 50 creators who have posted about hiding photos or phone privacy in the last six months.
How to measure it
Paid subscribers from creators
Now
–
Target
2,000
By
2 quarters
Steps
List creators
50 with relevant recent posts.
Senior Paid Growth Manager 1 week
Set terms
Flat fee plus affiliate per paid subscriber.
CEO 1 week
Write the brief
Features, what not to claim, disclosure rules.
Senior Paid Growth Manager 2 days
Run ten pilots
Measure paid subscribers per creator.
Senior Paid Growth Manager 6 weeks
Whitelist the best
Run their posts as ads.
Senior Paid Growth Manager ongoing
Scale
To 20 creators.
Senior Paid Growth Manager 1 quarter
First result
2 months
Cost
$20,000 to $50,000 over two quarters
Owner
Senior Paid Growth Manager
Smallest test
Pay three creators for one video each.
Why it works
Risks and how to handle them
Evidence
Keepsafe Calculator is only on Google Play. iPhone users are the higher-paying audience, but App Store guidelines restrict apps with hidden or undocumented features.
Medium impactHigh effort First result in 1-2 quarters CEO
First action
Have counsel review the current App Store guideline on hidden features and disguised apps.
How to measure it
App Review decision
Now
–
Target
decided
By
1 quarter
Steps
Legal review
App Store rules on disguised and hidden features.
CEO 2 weeks
Design a disclosed version
Listing states plainly that it is a vault.
Product team 3 weeks
Build
Reuse the Android Calculator logic.
Engineering 1 month
Submit for review
With clear notes to reviewers.
Product team 2 weeks
Plan launch
Only after approval.
Senior Paid Growth Manager 1 week
Measure
Conversion and ratings.
Senior Paid Growth Manager monthly
First result
1 to 2 quarters
Cost
About a quarter of engineering
Owner
CEO
Smallest test
Ask Apple's App Review for guidance before building.
Why it works
Risks and how to handle them
Evidence

Wildcards 3

Unexpected experiments, each with a cheap way to test it.

Apple has changed photo hiding several times, most recently with app locking in iOS 18, and every release sends people searching for what changed. Keepsafe can be the clear answer that week.
Medium impactLow effort First result in Next iOS release Senior Paid Growth Manager
First action
Write the explainer for the current iOS version now as the template.
How to measure it
Release-week paid subscribers
Now
–
Target
1.5x a normal week
By
next major iOS release
Steps
Template the page
What changed, what did not, where Keepsafe fits.
Senior Paid Growth Manager 1 day
Watch the betas
Note privacy changes in June.
Product team June to September
Prepare ads
Search terms and social creative.
Senior Paid Growth Manager 1 week
Launch on release day
Page and ads live together.
Senior Paid Growth Manager 1 day
Update store screenshots
If the new iOS changes the comparison.
Senior Paid Growth Manager 1 day
Review
Results against normal weeks.
Senior Paid Growth Manager 1 day
First result
Next iOS release
Cost
$2,000 to $5,000 per release week
Owner
Senior Paid Growth Manager
Smallest test
Publish the current-version explainer and point one ad group at it.
Why it works
Risks and how to handle them
Builds on
Evidence
Keepsafe has decades of combined user behavior across a very large base, and the press covers phone privacy constantly. Counts that never touch content (backups restored after lost phones, share of users storing documents) plus a survey make a story without risking trust.
Medium impactMedium effort First result in 1 quarter CEO
First action
List the counts Keepsafe can report without looking at any user content.
How to measure it
Press mentions
Now
–
Target
10
By
2 months after publication
Steps
Pick content-free counts
Backups, restores, document use.
CEO 1 week
Run a survey
2,000 adults on phone privacy.
CEO 3 weeks
Write the report
Five findings and a methodology.
CEO 2 weeks
Privacy review
Confirm nothing touches user content.
Engineering 1 week
Pitch reporters
Consumer tech and privacy outlets.
CEO 2 weeks
Use in ads
One finding as a creative hook.
Senior Paid Growth Manager 1 week
First result
1 quarter
Cost
$5,000 to $10,000 for the survey
Owner
CEO
Smallest test
Run the survey alone and pitch one finding.
Why it works
Risks and how to handle them
Evidence
Private backup and restore is Keepsafe's strongest reason to pay, and the moment it matters is setting up a new phone, which peaks after the September iPhone launch and the holidays.
Medium impactLow effort First result in Next September Senior Paid Growth Manager
First action
Check restore success rates and support tickets during last year's peaks.
How to measure it
Premium churn in September and January
Now
–
Target
-15%
By
next season
Steps
Check last year
Restore problems and tickets.
Support team 1 day
Fix top issues
Before September.
Engineering 1 month
Write messages
Back up now, how to restore.
Senior Paid Growth Manager 1 day
Record a guide
Two-minute restore video.
Senior Paid Growth Manager 1 day
Run search ads
Transfer and restore terms.
Senior Paid Growth Manager 1 week
Measure
Churn and restore success.
Senior Paid Growth Manager after the season
First result
Next September
Cost
$1,000 to $3,000 in search spend
Owner
Senior Paid Growth Manager
Smallest test
Send the back-up-now message to users with old device models.
Why it works
Risks and how to handle them
Builds on
Evidence

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

Digital

Show it, don't just describe it

These ideas need something to show: a demo, a video, an animation, graphics or a deck. Digital turns screenshots or the site into all of them, in the company's own brand.

Make a demo

Other companies we have researched, each read from what they are hiring for.

See every playbook and website review

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

Days 1 to 308 ideas
Search Ads and Custom Product Pages by intent, the search description fix, the price list and paywall test, rating prompts, the revenue view and reveal creative; start geo expansion and the trial journey.
Days 31 to 6010 ideas
Win-back, the Android ad-free test, landing pages, the incrementality holdout, the documents campaign, the trust page and the creative pipeline, plus the seasonal wildcards.
Days 61 to 903 ideas
Commit to the big bets on the first 60 days of evidence: the repositioning, the creator program and the iPhone decoy decision.

Keepsafe growth playbook

Diagnosis

Apple Search Ads on "hide photos" searches, each keyword group landing on a Custom Product Page about what the built-in Hidden album does not do

Short-video creative built on the decoy calculator reveal for TikTok, Snap and Meta

Clean up the ten in-app purchase entries and test a yearly-first paywall

This week 6

How to run it: Apple Search Ads on "hide photos" searches, each keyword group landing on a Custom Product Page about what the built-in Hidden album does not do

Steps

Why it works

Why it works

Ready to use

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Fix the site's search description, which still advertises Unlisted, a private browser and a VPN

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Clean up the ten in-app purchase entries and test a yearly-first paywall

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Ask for a rating right after a successful backup or restore, not at random

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: One spend-to-subscription revenue view by channel, with SKAN and the MMP reconciled

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Short-video creative built on the decoy calculator reveal for TikTok, Snap and Meta

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

This quarter 9

How to run it: Geo expansion where localized pages already exist: German, Spanish, French and Arabic markets

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Builds on

Builds on

Evidence

Evidence

How to run it: A 30-day trial journey that gets users to their first backup and first restore

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Builds on

Builds on

Evidence

Evidence

How to run it: Win back lapsed Premium subscribers before their private backup is affected

Steps

Why it works

Why it works