A slow launch does not mean the app is dead. It means one part of the discovery-to-install chain is not working yet. The mistake is reacting emotionally and changing everything at once.
Diagnose the chain in order.
If there are no impressions
Apple is not showing the app enough. Check whether your title, subtitle, and keyword field clearly target searchable intent. Then inspect the result pages for those keywords. If every target is dominated by massive apps, you may have picked battles too hard for launch week.
If there are impressions but no page views
Users are seeing you but not tapping. Your icon, app name, subtitle, rating count, or first screenshot is not earning attention in search results. Compare your search result row against the top apps, not against your own taste.
If there are page views but no downloads
The product page is not building trust. Look at the first three screenshots, pricing, reviews, privacy expectation, and whether the page keeps the promise made by the keyword.
If there are downloads but no retention
The App Store page may be overpromising, or onboarding may be failing. Fix activation before buying more traffic. Paid installs can make this problem more expensive, not better.
Do one weekly growth loop
Each week, pick one bottleneck. Research keywords if impressions are weak. Improve the first screenshot if search tap-through is weak. Improve the screenshot sequence or ratings prompt if product page conversion is weak. Improve onboarding if installs do not activate.
The goal is not a perfect launch. The goal is a measurable loop.