The blog
Guides on App Store screenshots, ASO, and shipping indie apps.
Best MMP 2026: Adjust vs AppsFlyer vs Branch vs Singular
Adjust, AppsFlyer, Branch, Singular—the 4 MMPs that matter. Free tiers that work for indies, the decision framework by app type, real pricing at scale.
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TikTok Ads for Apps 2026: The Indie Developer Playbook
TikTok runs 30-50% cheaper CPI than Meta. Spark Ads cut CPA 28% more. The 4-platform 2026 mix, emerging market reality, and creative formula for sub-$1 CPI.
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Meta Ads for App Install 2026: Facebook & Instagram Guide
Meta CPI $0.50-$3 consumer apps, $3-$15 productivity. Where Meta wins vs ASA + GAC, the 50/30/20 allocation, Advantage+ + CAPI strategy for indie devs.
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Google App Campaigns vs Apple Search Ads (2026): Where to Spend
GAC averages $1.29 CPI; ASA $1.80. But cheaper CPI doesn't mean better ROAS. The 60/40 allocation framework, head-to-head data, and when each platform wins.
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Apple Search Ads ROI 2026: The Indie Developer Guide
ASA averages $1.80 CPI but ranges 6.8x by category. The bid framework that scales, when ASA produces positive ROAS, and the 3 campaigns indies should run first.
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