Insights

From the trenches of user acquisition.

Field notes on ROAS, retention, creative testing, and the systems that actually move budget.

SKAN 4 vs AdAttributionKit: How Apple Search Ads Attribution Works Now

What happened to SKAN 5.0, what AdAttributionKit actually changes, which SKAN version each network runs in 2026, and how to plan Apple Search Ads measurement around all of it.

September 23, 20268 min read

Unity AdsironSource

Unity Ads ROAS Campaigns: What the Reported ROAS Is Built On

Unity Ads and ironSource Ads ROAS campaigns need post-install event data delivered through your MMP or a server-to-server link. What arrives there decides the ROAS you see. Here's the data path, the gaps in it, and how to compare Unity fairly with other networks.

September 22, 20265 min read

AppLovinROAS

AppLovin ROAS Campaigns: Why the D7 Target and Realized Revenue Disagree

AppLovin's ROAS campaigns optimize toward a D7 ROAS goal built from the revenue events your MMP forwards. Here's what that number contains, why it diverges from realized cohort revenue, and how to set a target that survives contact with your finance report.

September 21, 20265 min read

TenjinMMP

Tenjin Alternatives: When to Stay, When to Switch, and What to Switch To

Tenjin is the MMP indie studios start on — free to 2,000 conversions a month, all-inclusive paid plans from $200. Here's what it does well, the signals you've outgrown it, and how Adjust, AppsFlyer, Singular, and Branch compare as the next step.

September 20, 20265 min read

TikTok AdsSKAN 4.0

TikTok Ads and SKAN 4: Reading iOS ROAS Across Three Postback Windows

TikTok is the furthest along on SKAN 4 of the major networks. That gives you three postback windows, a postback-sequence breakdown, and a new set of ways to misread iOS ROAS. Here's how to read it correctly.

September 19, 20265 min read

AppsFlyerAdjust

AppsFlyer vs Adjust: How to Choose Between the Two Biggest MMPs

AppsFlyer and Adjust are the two most-deployed mobile measurement partners. AppsFlyer leads on ecosystem breadth and enterprise scope; Adjust on fraud prevention and privacy. Pricing, free tiers, and the decision that actually separates them.

September 18, 20265 min read

Google App CampaignsUAC

Google App Campaigns Attribution Window: Why Reported ROAS Runs High

Google App Campaigns default to a 30-day conversion window, count engaged-view and view-through conversions, and model iOS results with up to five days of lag. Here's what that does to the ROAS you see, and how to set the window for tROAS.

September 17, 20265 min read

SingularAdjust

Singular vs Adjust: Which MMP Fits a Mobile App Team in 2026?

Singular and Adjust are both mature mobile measurement partners with different centers of gravity — Singular in cost aggregation and ROAS analytics, Adjust in fraud prevention and privacy. Pricing, strengths, and who each one is for.

September 16, 20265 min read

Meta AdsROAS

Why Meta Ads ROAS Doesn't Match Your Actual Revenue

Four structural reasons Meta's reported ROAS runs above what your app actually earned — attribution windows, engage-through, modeled iOS conversions, gross revenue — and how to reconcile the two.

September 15, 20266 min read

LTVCohort Analysis

D30 Realized LTV: How to Calculate It from Cohorts (and Why D7 Lies)

How to read a cohort matrix, calculate D30 realized LTV correctly, and avoid the immature-cohort mistake that makes recent weeks look like a collapse.

September 11, 20267 min read

RevenueCatAdjust

RevenueCat vs Adjust: Which One Tells You Your Real LTV?

RevenueCat and Adjust answer different questions. Here's what each one actually knows, why their revenue numbers disagree, and when you need both.

September 8, 20266 min read

RevenueCatROAS

RevenueCat ROAS: How to Calculate True Return on Ad Spend

Platform-reported ROAS overstates returns for subscription apps. Here's how to recalculate it from RevenueCat realized revenue, with a worked example.

September 2, 20266 min read

RevenueCatApple Search Ads

How to Connect RevenueCat to Apple Search Ads for Keyword-Level ROAS

A step-by-step guide to joining RevenueCat subscription revenue with Apple Search Ads spend, so you can see true ROAS down to the keyword.

August 27, 20267 min read

RetentionPaid Marketing

When Organic Growth Slows: 5 Ways Paid Marketing Increases Retention

Boost retention when organic growth slows. Discover 5 data-backed paid marketing strategies that re-engage users and increase long-term value.

August 21, 20266 min read

Creative TestingA/B Testing

The Rise of Creative Testing: Why Ads Need Constant Experimentation

Discover why constant creative testing is the key to higher ROAS and lasting ad performance in today's fast-changing digital landscape.

August 7, 20265 min read

RetentionLTV

Retention-First Marketing: Why Acquisition Alone Doesn't Work Anymore?

Retention-first marketing is the future. Learn why focusing only on acquisition is no longer enough for sustainable growth in 2026.

July 31, 20266 min read

Meta AdsROAS

Profit-Based ROAS Optimization on Meta: The Rise of Value Optimization and Value Rules

Discover how Meta's Value Optimization and Value Rules shift ROAS from revenue to profit, helping brands maximize growth and long-term LTV.

July 3, 20266 min read

User AcquisitionCAC

Paid Marketing in 2026: Is User Acquisition Getting Too Expensive?

Discover why user acquisition costs are rising in 2026 and how brands can optimize ROAS, balance CAC vs LTV, and drive smarter growth.

June 19, 20266 min read

Dynamic CreativesPerformance Max

Dynamic Creatives vs. Manual Ads: Which Drives Better ROAS in 2026?

Dynamic vs. manual ads in 2026: discover which delivers stronger ROAS, with data-driven insights, examples, and practical strategies.

June 5, 20266 min read

Meta AdsAdvantage+

Meta Advantage+ vs Manual Campaigns: Which Performs Better?

A side-by-side look at Meta Advantage+ and manual campaigns — when automation wins, when it doesn't, and how to run an account that uses both.

May 12, 20264 min read

Google AdsROAS

How to Improve ROAS on Google Ads: 7 Data-Backed Tactics

Seven ways to raise Google Ads ROAS in 2026 — enhanced conversions, profit-based bidding, Performance Max structure, and attribution fixes.

May 5, 20265 min read

CreativeHooks

Hook Analysis: Winning Back Users Lost in the First 3 Seconds

Learn how to analyze and improve your ad hooks to reduce early drop-offs, boost engagement, and win back users lost in the first 3 seconds.

March 25, 20265 min read

TOFUKPIs

How to Set Meaningful KPIs for TOFU Content in Your Paid Media Funnel

Learn how to set effective KPIs for TOFU content in your paid media funnel to boost brand awareness and engage new audiences.

March 24, 20265 min read

CPMBudget

Why Are CPMs Rising — And How to Compete on a Small Budget

CPMs are up 15-30% across Meta, Google, and TikTok. Here's the campaign structure, budget allocation, and creative cadence that still works.

February 24, 20265 min read

ROASMobile Games

How to Calculate ROAS for IAP Games (D7, D30, and Payback)

The ROAS formula for in-app-purchase games, which time window to judge on, and the D7 and D30 targets that actually predict payback.

January 24, 20266 min read