OKR template to significantly reduce Customer Acquisition Cost (CAC) for our mobile app

This sales OKR template is a strong starting point for teams that need better alignment, clearer priorities, and more disciplined goal tracking.

Use it to turn a business priority into a measurable objective, then review progress weekly so your team can adjust execution before the quarter gets away from you.

Your OKR template

This OKR aims to effectively decrease the Customer Acquisition Cost (CAC) for a mobile application. The first objective focuses on improving app store optimizations to increase organic downloads by 20%. It includes leveraging user feedback for app improvement, enhancing keyword strategy in app descriptions, and optimizing app visuals for better discoverability.

The second objective aims to boost the referral program to increase organic acquisition by 30%. This involves redesigning referral incentives, implementing an easy-to-use referral process, and launching a marketing campaign promoting the referral program.

The third objective is targeted at optimizing marketing channels via A/B testing to enhance conversion rates by 15%. The initiatives include identifying variables for testing, analysing results, implementing changes, and executing the tests in the identified marketing channels.

The fourth objective intends to decrease the app installation cost by 25% by optimizing ad targeting. The initiatives include analyzing user data to better understand demographics, monitoring and adjusting ad performance, and refining ad targeting parameters based on analysis.

ObjectiveSignificantly reduce Customer Acquisition Cost (CAC) for our mobile app
KRImprove app store optimizations to increase organic downloads by 20%
Leverage user feedback for app improvement
Review and enhance keyword strategy in app descriptions
Optimize app icon and screenshots for better visibility
KREnhance referral program to increase organic acquisition by 30%
Redesign referral incentives to make them more attractive
Implement user-friendly referral process in the app/website
Launch marketing campaign to promote referral program
KRImplement A/B tests on marketing channels to enhance conversion rates by 15%
Identify key variables for A/B testing in current marketing channels
Analyze results, identify successful variables, implement changes
Plan and execute A/B tests in the identified marketing channels
KRDecrease app installation cost by 25% through optimizing ad targeting
Analyze user data to better understand our successful app installation demographics
Monitor and adjust ad campaigns based on performance metrics
Refine ad targeting parameters based on this analysis

Use in Tability

Make these OKRs fit your team

Treat this template as a starting point. Keep the outcomes that match your priorities, adjust the targets and deadlines to reflect your baseline, and remove anything your team cannot influence directly.

Adapt the template or create a plan with AI

You can copy this example into Tability and refine it with your team. If you would rather start from your own context, use embedded AI Mode: describe what your team needs to achieve in a simple prompt and Tability will automatically create a structured OKR plan with objectives, measurable outcomes, and initiatives.

Before publishing, review the AI-generated plan with the people responsible for delivering it:

Replace generic outcomes with measures your team can update consistently
Set ambitious but credible targets using current performance as the baseline
Assign an owner to every outcome and agree on what success looks like
Remove duplicate or activity-based key results that do not prove meaningful progress

The best OKR platform for AI-bullish teams

Tability brings AI into the goal-setting and execution workflow instead of treating it as a separate writing assistant.

Fully agentic: use an OKR agent to review plans, suggest improvements, and monitor execution
Embedded AI Mode: create and refine goals without leaving the planning workflow
MCP server: talk to your OKRs from Claude, ChatGPT, and other MCP-compatible LLM clients

You have a plan. Now what?

Publishing the plan is the beginning of the work. Tability gives teams a simple weekly rhythm for updating outcomes, discussing confidence, and acting on problems while there is still time to change the result.

Track progress: collect focused weekly check-ins and sync updates from tools such as Jira, ClickUp, Linear, and Asana
Detect problems early: use confidence, status, and agent monitoring to surface stalled or at-risk outcomes before the end of the quarter
Communicate clearly: share dashboards and reports that explain what changed, where help is needed, and what happens next

Create a free Tability account to turn this template into a plan your team can execute. Still choosing a tool? Use the best OKR software ranking to compare verified pricing, feature coverage, and rollout fit.