Imogen Holloway: Claire, what does a typical day look like for you?

Claire Tremblay: Half of it is in dashboards. The rest is in conversation — with Eleanor on what is happening in the App Store, with Nathan on what is shipping in the next release, with Bohdan on whether something we are seeing is a real signal or noise.

IH: Which dashboards?

CT: A small set. Per-app: trial-to-paid conversion, monthly churn, refund rate, ARPU. Across the portfolio: cohort retention curves by acquisition channel, paywall variant performance, organic-vs-paid mix. I do not have many. The ones I have, I look at every day.

IH: The metrics you have stopped tracking?

CT: A lot. Daily active users in isolation — useless without retention. Vanity download counts — meaningless without conversion. App Store rankings as a leading indicator — they lag the things that actually matter.

I try to add metrics carefully and remove them ruthlessly. Most teams have dashboards full of metrics they do not use to make decisions.

IH: The smallest experiment that moved revenue the most?

CT: (immediately) Adding the line "Cancel anytime in Settings" to the paywall on Lunara. One line of text. Took 30 minutes to ship. Lifted conversion by 11 percent and stayed lifted. We added that line to every paywall in the portfolio that week.

IH: That is a great story.

CT: It is also a humbling one. We had been redesigning that paywall for weeks. The thing that moved the number was a sentence.

IH: What is your view on paid acquisition?

CT: Useful, but only after you have proved organic conversion. We do not run paid ads on a new app for the first 90 days. A non-converting app on paid spend just burns money. Once organic conversion is healthy, we test small budgets, and if the LTV-to-CAC math works, we scale. If it does not, we stay organic.

IH: Last question. What is the most underrated growth lever in indie iOS?

CT: Annual subscriptions. Indies underprice them and underemphasise them. Annual is 3x the LTV of monthly across our portfolio. If you only do one growth thing this quarter, make annual the default plan on your paywall and show the per-week price.

Claire Tremblay is Head of Growth at Tappa. Before joining, she led analytics for a subscription-media company in Montréal.