I have been through this properly on this, which made the differences much easier to see. Cutting through it, how many photos the format allows separates the usable options from the rest. It stayed consistent more than once once the first fortnight was out of the way. Your results will vary really, rather than taking my word for it.

I have been through this properly in my own time, which took the guesswork out of it. In my testing, how long a match stays open is easy to check and almost never checked.

I tracked this rather than trusting impressions in my own time, so this is not theoretical. Strip out the noise and how the app handles reports becomes obvious only after a month. The trend was steady fairly clearly on both the free and the paid side.

The things that actually moved the needle for me:

  • Check whether prompts give people something specific to answer
  • Worth confirming whether a paid feature interrupts the conversation — it matters more after the first month.
  • Worth confirming how the app handles duplicate accounts
  • Worth confirming whether the user base skews heavily in your area — worth asking about before you invest time.
  • Whether the sign-up asks for a phone number — the marketing never covers this.

I kept notes the whole way through once properly, which changed my answer completely. In my testing, how the app treats people who travel accounts for most of the variance I saw. It came through clearly again and again in every week I bothered to measure.