About
About Wily App
Apple Search Ads is one of the highest-intent acquisition channels available to iOS developers. But turning raw campaign spend into a clear picture of return on ad spend — one that accounts for delayed installs, multi-day revenue attribution, and data arriving at different speeds from different platforms — has always required engineers, spreadsheets, and a lot of manual reconciliation. We built Wily App to automate that entire layer.
Our platform pulls data from Apple Search Ads and RevenueCat, reconciles those sources automatically, and classifies every keyword as a winner, waster, starving, or early campaign — with supporting data and a recommended action. The goal is simple: spend your ASA budget on keywords that earn more than they cost, and cut the ones that do not. We give developers the same data clarity that large studios have always had, without requiring a dedicated analytics team to maintain it.
What we stand for
Data-Driven
Every suggestion we surface — from bid adjustments to budget increases — is grounded in actual cohort data from your campaigns. We do not guess. We reconcile four real data sources and present the math transparently.
Developer-First
We built this tool because we were app developers who were frustrated with opaque dashboards and manual spreadsheet reconciliation. Every decision in the product is made with an indie developer or small team in mind.
Transparent
We show you the raw numbers behind every classification. If a keyword is flagged as wasting, you can see the spend, the install count, and the ROAS calculation that led there. No black boxes.
The team
A small team with a narrow focus: making Apple Search Ads make sense.
Sarah Chen
Co-founder and CEO
Former growth lead at a top-10 iOS gaming studio. Spent five years managing Apple Search Ads campaigns manually before deciding there had to be a better way.
Marcus Webb
Co-founder and CTO
Backend engineer with a background in data pipelines and attribution infrastructure. Previously built measurement tooling at a mobile attribution company.
Priya Nair
Head of Product
Product designer and former iOS developer. Obsessed with turning complex reconciliation logic into interfaces that feel obvious, not overwhelming.
Join us on our mission
Whether you are an app developer looking to get more from your ASA spend, or someone who wants to work on hard attribution problems — we would love to hear from you.