“Our paid marketing is a very, very small part of our overall marketing mix. We really are focusing on App Store optimization — that's a huge lever for us on both the App Store and the Play Store.”

ASO on both stores is the primary lever when paid UA doesn't pencil

Lose It! grew through word-of-mouth and organic acquisition for 15 years. When they tried scaling paid, ROAS came in as low as 10% of predicted LTV — economically setting money on fire. They returned to ASO on both stores as the dominant non-organic lever, supported by a deliberately strong free product as the entry point.