Help with Freelance Fee Structure

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GrowthRocketLab

Active Member
I’ve been approached by the founders of a new mobile app preparing for its initial launch on both iOS and Android.
We are targeting an initial European market (TBD) before a wider rollout.

My role is to lead the initial launch phase, focusing heavily on ASO and User Acquisition (UA) - Mainly ASA to ensure we don't burn budget on unoptimized store listings from Day 0.

I’m proposing a one-off Initial Audit/Launch Roadmap for €1,300. This includes:

  • Full ASO Stack: Semantic Keyword Research and Metadata Optimization (Title, Subtitle/Short Description, and the 100-character keyword field vs. Google Play’s long description density).
  • Creative CGO (Conversion Growth Optimization): A deep dive into competitor creative assets to guide our final Figma iterations for screenshots and app icons. (they already have done this work but I could improve it a bit)
  • Competitive Benchmarking: Visibility analysis of top players in the selected European territory.
  • Paid Media Setup: Technical configuration of Apple Search Ads (ASA), structured into Brand, Generic/Functional, and Competitor campaigns. Analysis of Competitors ASA optimizations or brand defense, etc.
  • ToFu Strategy: High-level recommendations for Top-of-Funnel marketing to drive external traffic to the stores.

For the ongoing management, I’m considering a monthly retainer between €800 and €1,000. This would cover bid optimization in ASA, keyword ranking monitoring, and iterative A/B testing of screenshots/store assets. Regarding tools (AppTweak, Sensor Tower, etc.), I’m debating whether to bundle them (I have access) or have the client pay directly.

Question for the group:
How do you normally approach to clients? Would you include more things in the Audit?
Do you find this pricing balanced for a single-market launch in Europe?
Also, do you usually bill a flat monthly fee for this type of "Early Stage" growth, or do you prefer an hourly rate until the app finds its footing?
Do you have examples of Audits made in the past?

Thanks
 
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Your price will be determined by your demand and personal brand so you are the only one to determine if you can push a bit more on the price side or if you can afford losing that client in case they say "no".

The audit content seems more than enough for that price to be honest and the retainer content is also "cheap" in my opinion for what you're offering.

Obviously, everything will always depend on the quality of your advice/work but I can't help you there.

I have never used a retainer because I always felt confident with my work so I always say something like "we go for a month and if we get along well and things go right, we just continue". After 6 years, I never had a case of a client leaving in less than 2 months.

I used to work with hourly rates for really specific tasks in the beginning - now I just use hourly rates for consulting calls.

Hope it helps man :)
 
It helps a lot!
Do you normally charge for the ASO tracking tools to the client, or you include it in your monthly fee.
I´ve just discovered Astro Tool for iOS with a very good price. Do you community know anything similar for Google play (App Follow, App Tweak, etc are more expensive)

Also, I´ve worked normally in agencies or companies doing ASO and ASA only, and now I think its important to calculate whats de CAC, ARPU, etc with the client.

Can you help me understand what would be your initial KPIs by channel to follow?
Thanks!
 
I don't charge that as the tool is used by all my clients at the same time

KPIs that are needed are the ones that show you if there's profitability or not in your CACs! LTV, retention, payback periods, subscription retention, conversion rates, etc, etc
 
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