Free · nothing gated
Everything useful, in one place.
No email walls, no download forms, no 'book a call to access'. If it is on this page you can read it right now.
Calculators
Your numbers, worked through. Nothing is sent anywhere.
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Subscription payback calculator
CPI, trial rate, trial-to-paid, price and churn in – the month a cohort turns profitable out.
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Maximum CPI calculator
The highest install cost your funnel and payback tolerance can support. The ceiling to bid against.
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Agency fee calculator
What flat retainers, percentage-of-spend and hiring in-house each cost at your spend level.
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What PPC management costs
Published rates across the US market, the four pricing models, and the question that reveals more than the price does.
Benchmarks
Published figures with the source, the sample size and the caveats attached.
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Subscription funnel benchmarks
What the trial, conversion and growth numbers look like across published industry data – and which of them you can compare across companies at all.
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Why your CPI benchmark is lying to you
What a category average install cost actually blends together, and what to measure instead.
Guides
Method, written out in the order we would actually do it.
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Paywall tests, in priority order
Placement first, then offer, then plan mix. Plus the sample size each test genuinely needs.
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How long should a free trial be?
The trade between trial volume and conversion rate, and how payment gating changes it.
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Onboarding is part of your acquisition cost
Finding the activation moment, which screens earn their place, and why drop-off has to be measured by acquisition source.
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Designing a SKAdNetwork schema
Why six well-chosen conversion values beat sixty-four thin ones, and what to encode for a subscription app.
Comparisons
Practitioner views, not vendor pages.
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How to compare PPC agencies
Published rates across the market, the three questions that compare cleanly, and what directory rankings are actually telling you.
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AppsFlyer vs Adjust
What genuinely differs, what does not, and the questions worth asking on both sales calls.
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Singular vs AppsFlyer
Cost aggregation versus attribution-first. How to tell which problem you actually have.
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Google App Campaigns vs Meta
Where each wins, how their failure modes differ, and why comparing them on CPI misleads.
Teardowns
Other companies' advertising, read the way we read a client account.
Why none of this is gated
Gating a guide behind an email form converts the small fraction of readers who want it badly enough, and hides it from everyone else – including every search engine and every AI answer engine that would otherwise have cited it.
The lead magnet, if you want to call it that, is the free audit. That one needs your details because we cannot audit an account we cannot see. Everything else is just published.
Start with the audit.
We go through your accounts, tracking and funnel, then send back what we would change and in what order. About five working days, no charge, no call required to get it.