“if you're looking at the unit economics where the app has really good ASO and it's like the top result for a very specific keyword the average revenue per user could be five dollars and it looks amazing but then the problem you run into there is that the intent on a paid install is nowhere near the intent on a search install.”

Your organic revenue-per-user may be deceptively high — paid traffic converts at a fraction of search intent

Apps with strong ASO have revenue-per-user numbers inflated by high-intent searchers. Using that figure to project paid UA profitability leads to expensive mistakes. Petit recommends always segmenting by acquisition source before extrapolating unit economics to paid channels, because paid and organic users behave like completely different cohorts.