88 articles

Articles

Breakdowns, cases and the mechanics of paid acquisition for subscription apps. All from practice: client ad accounts, my own campaigns, long threads with MMP support. Originals in the channel.

• 2026-08-27Testing and scaling in Meta: what has changed
• 2026-08-26What AppsFlyer actually gets right
• 2026-08-26Appstack in production: a verdict after real campaigns
• 2026-08-25Conversion tweaks will not lift performance
• 2026-08-21The spend ceiling of a product
• 2026-08-21The spend ceiling: a footnote to Artemy's post
• 2026-08-12A trick for when you run many ad accounts
• 2026-08-05The whole scaling strategy, in one AppLovin tooltip
• 2026-07-30Images or video: what should you run?
• 2026-07-28A/B tests for creatives in Meta
• 2026-07-27ADHD coding
• 2026-07-23How I work with neural networks. Part 3 of 4: creatives
• 2026-07-21Cost per install is not a KPI
• 2026-07-15How I work with neural networks. Part 2 of 4: Monday predictions
• 2026-06-23How I work with neural networks. Part 1 of 4
• 2026-06-16Meta event mapping: StartTrial or Purchase?
• 2026-06-10Adapty has updated its prediction model
• 2026-06-03The maths behind fishing for a winning campaign
• 2026-05-29Working with Meta through Claude Code
• 2026-05-07How much spend does a creative need to learn?
• 2026-05-06A fast ad account audit: the CPA versus spend chart
• 2026-04-29Why switching off a creative breaks the campaign
• 2026-04-21Launching on TikTok: a playbook
• 2026-04-16Adapty User Acquisition: a review
• 2026-04-10The RevenueCat 2026 report: what it means for user acquisition
• 2026-04-07Apple Search Ads: a working playbook
• 2026-03-31Appstack: a new MMP on the market
• 2026-03-26The attribution window and 7-day trials
• 2026-03-24Android Web2App without a pre-lander: Google Search to Google Play
• 2026-03-17$14,000 a day on TikTok: an interview with Artemy Proskuryakov
• 2026-02-26The myth of duplicate events in Meta
• 2026-02-19Apple Search Ads and AppsFlyer: where the keywords went
• 2026-02-12A thousand Apple Search accounts: an interview with Viktor Orlov
• 2026-02-05Common questions about launching iOS campaigns
• 2026-02-03iOS niche analysis: AI Girlfriend, Cleaner, Photo Editor
• 2026-01-30AppsFlyer have shipped an update for Google Ads Web2App
• 2026-01-22Anton Kuzmin interview: the short version
• 2026-01-06Google ICM: what changed in six months
• 2025-12-19AppsFlyer shipped an important update for Meta Web
• 2025-12-09How not to burn your budget on Google Ads
• 2025-12-02Campaign structure for creative testing in META
• 2025-11-25A Meta error. AEM campaigns: no installs and no purchase events
• 2025-11-11Sending events in FinTech apps
• 2025-11-07AppsFlyer renamed Web2App campaigns in its reports
• 2025-10-21Campaign report: month seven
• 2025-10-14Anton Kuzmin, AdQuantum: running $7,000,000 of spend a month
• 2025-10-10An overview of the MMPs
• 2025-09-24The economics do not close: two cases
• 2025-09-18Meta: AEM, SKAdNetwork or Web2App?
• 2025-09-16Campaign report: month six
• 2025-09-11Sending installs properly in Web2App
• 2025-09-03Campaign report: month five
• 2025-08-25Adapty have published a fresh report. What does it mean for UA?
• 2025-07-24Campaign report: months three and four
• 2025-07-15Case: launching ads in a competitive niche
• 2025-07-14Destination Mismatch in Google Ads: why the warning arrives
• 2025-07-08How MMPs send events to the Meta Conversions API: reverse engineering
• 2025-07-01Case: running Meta traffic from several ad accounts
• 2025-06-20Campaign report: month two
• 2025-06-19How I tested Facebook ads: concepts
• 2025-06-11Meta Conversion API: sending conversions from your own server
• 2025-06-05How I analyse competitors' creatives on Meta
• 2025-05-27Google ICM: a new conversion tracking technology
• 2025-05-22SmartAF: making AppsFlyer behave
• 2025-05-12How to track installs properly in Facebook Web2App
• 2025-05-06SmartAF: making Web2App work on AppsFlyer
• 2025-04-25AppsFlyer that genuinely works — and works well
• 2025-04-16The Apphud feature that cuts refunds
• 2025-04-11A Facebook Web2App case
• 2025-04-02The hard launch and the normal launch
• 2025-03-16What is wrong with AppsFlyer Web2App
• 2025-03-11How to send events properly for Facebook Web2App
• 2025-02-25Facebook Web on AppsFlyer
• 2025-02-13Custom Product Pages in the App Store
• 2025-01-31Which ad network should you start with?
• 2025-01-17How Web2App works in Facebook
• 2025-01-09Choosing an MMP for web2app
• 2024-12-11gclid and gbraid: what each one is for
• 2024-11-22The Goals Summary section in Google Ads
• 2024-11-12The legal side of signing with an MMP
• 2024-11-01Can you get by without a tracking link?
• 2024-10-24The conversions are coming in. What now?
• 2024-10-01How to run a Web2App campaign on mobile devices only
• 2024-09-26Web2App: uploading conversions
• 2024-09-05Part 1: where are my conversions?
• 2024-08-30Setting up the ad campaign once the MMP is chosen
• 2024-08-28What is an MMP?
• 2024-08-28What is Web2App?