Hello [FULL_NAME GOES HERE]“Our retention sucked even though our ROAS was great. I clearly thought our ads were great but our app sucked - and that this was the beginning of the end for our product,” he said. …”until one day, we turned off our top creative by mistake….and nobody noticed this for the next few days...” ….and lo-and-behold… “Our retention started going up…. Our engagement metrics started improving….” What the hell was happening here? I was talking to a founder who had just...

Hello [FULL_NAME GOES HERE], In some of my recent audits I’ve come across ad creatives with scripts that have been egregiously bad. Purple prose. Cliches. You name it. Like: one of them said: “now you can buy this extremely trendy <PRODUCT>” …other highlights included: “Hey there! I just found something incredible….” and “this is used by some very famous influencers.” 🤦♂️ You can guess where I’m going with this…. All of these were very clearly and obviously written by AI - and were subject to...

Hello [FULL_NAME GOES HERE], $1.5 million per MONTH? Welp. I had just joined my first mobile marketing job for an app - back in 2013: and I’d just been told what our monthly budgets would be. To say I was unprepared would be an understatement. I was shocked. I’d managed what I’d thought were sizeable budgets before: but I wasn't prepared for this magnitude of budgets. And this was a 15 person startup with 1 app. And this $1.5mm was very comfortably ROAS positive. That’s when I know it was...