Senior ownership of your paid acquisition, part time, inside your team. The channels, the measurement and the creative testing are one job, and the person reading your data is the person changing the campaign.
This page is for a founder or a growth lead deciding whether to hire a Head of UA, brief an agency, or bring in someone fractional. It says what the role covers, who it is built for, what it costs, and where it has worked, with each claim linked to the numbers or the client behind it.
What the role covers
The channels. Meta, Google App Campaigns, Apple Search Ads, TikTok and the ad networks, run by me rather than briefed to someone else. Most budgets start on Meta because creative testing moves fastest there; the channel comparison with real D28 ROAS shows why.
The measurement. The events, attribution and value signals that tell the platforms who your best users are. On an account I take over this is where the first weeks go, because scaling on broken data only scales the problem.
The creative. A testing loop that keeps producing winners past the first month, with creators and editors from my network doing production under my direction. The method is written out step by step, and the production is priced on its own for teams that only want that part.
The reporting. Revenue, ROAS and payback against the targets we set, weekly, in a format you can forward to your CFO or board without translating it first. Between reviews you have direct access to me.
Why fractional, rather than a hire or an agency
A Head of UA on payroll at this altitude is expensive and hard to find, and most apps do not need one five days a week. An agency puts an account manager between you and the people doing the work. Fractional is the third option: senior ownership without the executive, and no handoff between the person who reads the data and the person who acts on it. The three options are set side by side here.
I have run this at more than $1M a month in spend at Wooga, and client accounts have scaled past $200K a month to monthly revenue in the seven figures. That is the altitude these systems are built for, and the rest of the background is here.
Who it is for
- Subscription apps and mobile games with live revenue and a real paid budget
- Teams spending around $100K a month or more on paid UA, or funded to get there
- Founders who want one accountable owner rather than a handoff between strategy and execution
- Internal teams that need a senior operator to lead them, or an agency that needs directing
What you get
- Direct management of every paid channel, daily
- Signal setup: event mapping, SKAN and AdAttributionKit, CAPI, value optimization
- A creative testing system, with production from my network
- Weekly numbers against targets, and direct access between reviews
Questions people ask
How many days a week are you in the account?
It is scoped to how involved you need me: advisory, embedded, or embedded with creative production. Embedded means I am in the account daily. Advisory means a weekly review of the numbers and a second read on decisions. Ownership and boundaries are agreed on the first call, and the cost page explains what each level changes.
Do you work alongside an existing team or agency?
Yes, often. I can lead your UA team as the senior operator, plug in beside your marketing lead, or direct and audit an agency. At Deutsche Telekom I built the internal creative testing process and trained the team to run UA on their own.
What do you need from me to start?
Access to the ad accounts and the MMP, and your unit economics, because I set the CPA ceiling from those before I spend. The first thing I do is read the account and tell you what is broken and in what order to fix it. That read is the growth audit, and it stands on its own for teams below the retainer threshold.
How long until we see results?
Diagnosis takes days. Signal fixes start feeding the algorithms within weeks. Verdicts on creative and scale take longer because subscription revenue matures, and a campaign that looks breakeven on day 7 can be clearly profitable by day 28. The named results on this site took two to three months.
What does it cost?
A monthly retainer, month to month with 14 days notice, scoped to involvement. Retainers are for apps already spending around $100K a month on paid UA, or funded to get there. Below that, a paid diagnostic session gets you a clear read either way. The intro call is free, and what sets the price is written out here.