App Growth Success Story: Medito
The Challenge
Medito is a free, donation-supported meditation, sleep, and mindfulness app competing in one of the most crowded categories on the App Store. The product is exceptional. The challenge was visibility.
When we began working together, keyword rankings were concentrated in mid-to-low positions, the store conversion rate had not been systematically optimized, and paid campaigns on ASA and Google were running without a clear picture of channel efficiency. Meta had not been tested at all. Donation volume, the primary sustainability signal for a nonprofit app, needed to grow alongside user acquisition.
The goal was to build a compounding growth engine across organic, paid, and monetization at the same time.
The Solution
We ran regular metadata update cycles to systematically test keyword combinations, identifying "meditation," "guided," "sleep," and "relax" as the highest-signal clusters for Medito's audience. ASA exact match campaigns were layered on top of the organic work, using competitor and category keywords to accelerate ranking velocity across both channels simultaneously.
To activate browse as an acquisition channel, we launched keyword-optimized in-app events tied to relevant themes. Browse had previously been a passive contributor. After the events program launched, it became a consistent source of new downloads month over month.
On the paid side, we introduced Meta in January 2026 following a disciplined testing phase with ASA and Google. Meta immediately became the most efficient channel and budget was reallocated accordingly. TikTok was evaluated and ruled out based on cost structure.
The Result
Keyword rankings grew from 3,600 to 4,900, with the strongest gains in the 4 to 30 position range. Visibility score increased from 58.95 to 62. First-time downloads grew by 19.9% compared to the prior equivalent period, and store conversion rate improved by 30%, from 10.91% to 13.64%, while impressions were scaling at the same time. Browse first-time downloads increased by more than 50%.
On the paid side, overall CPA improved from €3.76 to €1.53 as install volume scaled from 191 to over 1,200 per month. Meta delivered the lowest CPA at €1.26, with ASA and Google both reaching €1.93 by February. Every channel improved month over month.
Donation volume increased consistently from November onward, with January 2026 reaching $8,733, the highest single month in the data window. Revenue and donation volume are both up year-over-year. The next phase focuses specifically on donation conversion optimization to deepen that impact.
Medito is free. It has always been free. Getting the right people to find it just required building the growth infrastructure its product deserves.
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