Field notes on growing apps
Short, practical pieces on things we keep explaining to clients. Written by the people doing the work.
Lifecycle · September 2026 · 6 min read
Your onboarding is the most expensive ad you run
You pay for every install. The first three screens of your app decide whether that money was well spent. Here is how we review onboarding with a marketer's eye.
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Reading SKAdNetwork data without fooling yourself
iOS attribution is delayed, aggregated and sometimes missing. That does not make it useless. It just means you need different habits to read it.
August 2026 · 7 min read
Localization is a growth channel, not a translation job
Translating your listing gets you into a market. Localizing it gets you found there. The difference often decides whether a country becomes a line in your report.
July 2026 · 5 min read
How we brief creators so the ads don't feel like ads
Creator content works when it feels like a recommendation, not a commercial. Getting there is mostly about what goes into the brief, and what stays out of it.
June 2026 · 6 min read
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