Notes from building things.
Experiments, learnings, and observations. By Arnaud Aubry.
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Understanding MMPs: Do You Actually Need One?
Mobile Measurement Partners are sold as essential infrastructure for paid acquisition. The honest answer is more nuanced. Here is when they earn their cost and when they do not.
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We Built Our Own ROAS Dashboard. Here Is How and Why.
No analytics tool was connecting our ad spend to subscription revenue the way we needed. So we built one. Here is what we learned.
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Why We Pay to Get Users, and How We Know If It's Working
A practical look at paid acquisition for mobile apps: campaign setup, creative management, measuring profitability, and monitoring cohorts in real time.