Writing

Notes from the work.

Paid UA for subscription apps and mobile games: what I test, what the numbers said, and what I would do again. New pieces also go out in the newsletter.

Jul 2026What happens when I remove the trial from my app?A 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.Jul 2026Can I trust the Meta algorithm? Perhaps.An 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.Profitable App Growth · weekly · 1,000+ subscribers · Subscribe on LinkedIn ↗