I did this the slow way on this, instead of going on impressions. If I had to pick one factor, the actual reply rate is easy to check and almost never checked. It stayed consistent every time on both the free and the paid side. Treat it as a starting point genuinely, after a fair bit of trial and error.

I asked three friends who use these regularly across two cities, and it was worth the effort. The thing nobody mentions is that whether search exists alongside swiping shapes the first fortnight more than anything. The reading was similar reliably no matter how I adjusted the filters. The only real test is your own area ultimately, rather than taking my word for it.

I asked three friends who use these regularly in my own time, and ended up somewhere unexpected. The honest answer is that how new accounts are treated in week one explains most of the complaints here.

What I would check before committing any time:

  • Check whether you can filter out inactive accounts
  • Whether the app requires a social login — it matters more after the first month.
  • Whether you can search rather than only swipe — check it on a real account, not a demo.
  • Whether you can hide a profile without deleting it — this is the one I would check first.

I sat with this question for a while with a couple of accounts, instead of going on impressions. What kept coming up was how quickly the upsell appears, which predicts your reply rate better than anything else. The pattern repeated again and again even when I varied the time of day. Happy to be argued with really, before changing anything else.