Free diagnostic
Service

Fractional head of UA and growth advisory

Senior UA judgment for in-house teams: weekly review, test design and channel decisions without a full-time hire.

Get a free 30-minute diagnostic Read the FAQ
Judged on backend revenueFree diagnostic firstOne or two new clients a month
Blank sheets of notes move along a belt and stop one at a time under a hand stamp, which presses down and marks each sheet before it moves on
Every weekly review ends with a decision on paper for each test: scale it, fix it or stop it.
What you get

Deliverables

For startups and in-house teams with a buyer but no senior UA lead.

  • Weekly async review (recorded walkthrough plus written notes)
  • Test roadmap and stop rules
  • Help hiring buyers or evaluating agencies
  • Monthly strategy call

Platforms and tools

  • All of the above, as the account needs
Diagram of a weekly advisory rhythm of review, test and decisionA one-week cycle drawn as a dial with seven days: review on Monday, tests from Tuesday to Thursday and a decision on Friday that sets the next week.MONTUEWEDTHUFRISATSUNReviewTestDecideOne weekreview, test, decide
Diagram of a weekly advisory rhythm of review, test and decisionA one-week cycle drawn as a dial with seven days: review on Monday, tests from Tuesday to Thursday and a decision on Friday that sets the next week.MONTUEWEDTHUFRISATSUNReviewTestDecideOne weekreview, test, decide
One weekly rhythm: review, test, decide.
Receipts

From my own work

Anonymized, with the denominator and the caveats left in.

First deposits by creative, read on the backend

Each square is one first deposit the backend recorded

Sample46 backend first deposits, one campaign

39first deposits came from 4 creatives

7from every other creative in the campaign

DecisionRebuilt the campaign around those 4 creatives

Rebuilt a campaign around the 4 creatives behind 39 of 46 backend first deposits.
Activity log

A creative pack got credit for a CPA improvement until the activity log showed the ad set budget had been halved three days before it went live. A control period at the new budget without the pack already showed the improved CPA.

See how the free diagnostic works
How it starts

Diagnostic first, then a plan

  1. Free 30-minute diagnostic

    A short form, a pre-read built from public data and a call on the three biggest opportunities.

  2. A written plan

    Scope, tests in order, the stop rule for each test and what I need access to.

  3. The work

    A weekly review of your accounts and tests, a test roadmap and channel decisions, reported against your backend numbers with the stop rules agreed up front.

FAQ

Common questions

What does a week look like?

An async review of your accounts and tests, as a recorded walkthrough plus written notes, and a monthly strategy call.

Can you help us hire?

Yes. I help hire buyers and evaluate agencies, including test tasks and what to look for in their reporting.

Do you touch the accounts?

Advisory is review and decisions, and your team runs the accounts. Hands-on buying is a different engagement.

Related

Often combined with

Growth and account audits

A ranked list of what is costing you money, built by AI agents and checked line by line by me.

How it works

Mobile app user acquisition

Installs that turn into payers. Multi-network UA for iOS and Android apps, planned around payback instead of CPI.

How it works

Tracking and measurement (MMP, Conversions API, server-side)

Make the numbers trustworthy before buying more: MMP, Conversions API, server-side events, SKAN and backend reconciliation.

How it works
Free · 30 minutes

Want a second pair of eyes on this?

Send me the basics and get a pre-read plus 30 minutes on your three biggest opportunities, free.

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