Practical guides and frameworks from our work with mobile apps and digital products.
Meta advertising looks meaningfully different in 2026 than it did two years ago. Here's what's actually working for digital product campaigns — from Andromeda to Advantage+ to attribution changes.
Most teams that try TikTok ads fail for the same reason — they run it like Meta. Here's what's actually different about the platform and what changes when you get it right.
Most teams kill tests too early or keep forcing weak hypotheses. Here's how to know when you have enough data, what to try before giving up, and when it's genuinely time to move on.
A customer paying €9.99 per month is not the same as one paying €49 once — even if the acquisition cost is identical. Here's how to evaluate paid performance correctly for each model.
Before you spend a single euro on ads, you need structure. How you set up your first campaign determines whether you can learn from the results — or just burn budget.
Where paid UA fits in the mobile app ecosystem, how monetization models shape your strategy, and what the work actually looks like in practice.
Every UA decision should be backed by data. Here's a practical guide to the metrics that matter — from ad-level indicators to post-install quality signals.
Apple's privacy framework has fundamentally changed how iOS campaigns are measured and optimized. Here's what you need to know about ATT, SKAN 4.0, and the shift to AdAttributionKit.
Creative is the biggest performance lever in paid mobile marketing. Here's how to approach testing systematically — from research to iteration to scaling winners.
The reasoning behind campaign setup decisions — optimization goals, budget allocation, learning phases, early warning signals, and when to actually make changes.