Writing
Data studies and field notes from real paid UA accounts. Real numbers, stated methods, caveats included. Published here first, syndicated to LinkedIn.
I ranked the same 38 Meta app campaigns, $606,462 of spend, two ways: by day-0 ROAS and by cost per purchase. Rank correlation with day-28 ROAS came out at +0.96 for day-0 value and -0.81 for CPA. Back the best 13 and the gap is 96.6% against 85.9%.
ReadReal D28 ROAS from one subscription app across four paid UA channels: Meta 1.61x, Apple Search Ads 1.30x, Google Ads 1.09x, TikTok below parity. What each channel is good for, and why the effort spent chasing a new channel usually earns more back on Meta.
ReadA subscription app removed its free trial for paid Meta traffic. Conversion went from 7.1% to 12% and cost per result fell from $58 to $40. The full test, week by week.
ReadAn audit of $383K in Meta tROAS spend, country by country. 7% had been failing the exact metric the algorithm optimizes, and no dashboard flagged it. The scoring framework that catches it in thirty minutes a month.
ReadA bootstrapped fitness app, $1,500 a day, 40+ creatives, and a $30 cost per trial that would not move. Why we paused instead of pushing, and the five lessons from the decision.
ReadGoogle Search for app installs is broken by design: no keyword control, no search term visibility, and iOS attribution that dies at the App Store redirect. The five workarounds and their trade-offs. Co-written with Burak Arslan.
ReadAndromeda changed how Meta processes signals and finds audiences. The full playbook: channel order, Tier 1 West testing, IPM benchmarks, the three-phase campaign structure, signal choice, scaling, and subscription cash flow.
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