Insights
Notes from the growth desk.
Practical, no-nonsense guides on acquisition, measurement, traffic quality and monetization — written for the people who run app growth day to day.
Featured · Strategy
CPI vs CPA: choosing the right pricing model for your app campaign
Paying per install is simple. Paying per action is closer to revenue. Here's how to decide which model fits your app's stage and data.
22 Sept 2026 · 6 min read
Traffic quality
Spotting mobile ad fraud before it eats your budget
Click spamming, install farms and SDK spoofing all leave patterns in your data. Learn the warning signs and the checks worth running every week.
30 Aug 2026 · 7 min read
Measurement
Why D7 retention matters more than install volume
A campaign that brings in fewer users who stay can be worth far more than one that brings in many who leave. Here's how to read retention properly.
18 Jul 2026 · 5 min read
Monetization
A publisher's guide to rewarded video without hurting retention
Rewarded video can be the most user-friendly ad format in your app — or a source of frustration. Placement and reward design make the difference.
25 Jun 2026 · 6 min read
Getting started
Your first 30 days of app user acquisition: a practical checklist
Before spending on growth, make sure tracking, store listing and goals are in place. A week-by-week checklist for your first month of paid UA.
14 May 2026 · 8 min read
Creative
Creative testing for app installs: what to test first
On mobile, the creative does much of the targeting. A practical order of operations for testing hooks, formats and messages.
9 Apr 2026 · 5 min read
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