A ruler slides down a clipped worksheet one row at a time, next to a brass calculator

Insights

Worksheets and checklists from the buy side of paid acquisition. Every number comes with its source and its denominator.

Read the two worksheets

A blank price tag sliced like bread: two thick slices go first and only a thin brass slice is left at the end

8 min read

How much can a subscription app pay per install on Apple Ads?

A breakeven worksheet for Apple Ads (formerly Apple Search Ads): maximum CPI, maximum cost per tap and the four campaign types I start with. The examples come from my own iOS apps, which I use as a lab.

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Brass balls fall into a wire sieve, most stay caught in the mesh and only a few drop through into the tray below

9 min read

Meta says 23, the backend says 4: how I reconcile ad platforms with real revenue

A working checklist for putting Meta Ads, Google Ads and MMP numbers next to backend data, with the tracking faults I have actually found.

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