Apple Ads, Google App campaigns, Meta and other app-growth channels operated from truth, unit economics, event QA, destination relevance, creative learning and post-install cohorts.
Managed at 4% of spend. Platforms bill you directly. Accounts, audiences, dashboards and creative IP stay yours. Install is the acquisition event—not the commercial finish line.
MMP + BigQueryTruth → economics → events → measurement QA → destination QA → platform build → creative QA → controlled launch → cohort read → scale or stop. Skipping an early gate makes later optimisation look more precise than it is.
Business question, market, owner and constraint.
Contribution, payback and allowable acquisition cost.
Reliable firing rules for activation and value.
MMP, privacy and platform discrepancies understood.
Ad, store page, deep link and product agree.
Campaign structure matches the decision.
Claims, rights, formats, taxonomy and locale pass.
Budget and learning period prevent premature scale.
Activation, retention and revenue by cell.
Reallocate only when the commercial guardrail holds.
A nationwide blended CPI can conceal weak value or infrastructure constraints. The operating plan defines launch cells that are commercially and operationally coherent.
| Cell | OS | Location | Language | Device / network | Proposition | Value guardrail |
|---|---|---|---|---|---|---|
| A01 | Android | Tier 1 metros | English | Mid / high · 5G | Speed + breadth | D30 contribution ≥ ₹620 |
| A02 | Android | Tier 2 urban | Hindi | Mid · mixed network | Trust + local relevance | Activation ≥ 34% |
| I01 | iOS | Top 8 cities | English | High | Premium capability | Trial-to-paid ≥ 12% |
| A03 | Android | South urban | Local + English | Mid | Local utility | D7 retention ≥ 21% |
Platform terminology and native capabilities are kept accurate. Google App campaigns are not treated as the old “UAC” product, and Apple Ads is not managed like a social feed.
Capture declared store intent and route it into relevant product pages. Read search terms, taps, installs and post-install value under Apple's measurement context.
Use asset groups, event quality and destination continuity to guide automation across Google inventory. Optimise to the deepest reliable event.
Build creative volume and audience learning around hooks, proof and propositions; carry each promise into the right store route.
Treat creator language, format native-ness, rights and fatigue as operating inputs—not last-minute production notes.
Use only where inventory quality, fraud controls, view-through treatment and cohort economics can be governed.
Reconcile platform attribution, MMP, product analytics and warehouse truth. Attribution is not incrementality; ROAS is not profit.
A “winning video” teaches little unless the hook, promise, proof, creator, format, market, language, store route and audience cell are known. Rights and claims are stop-ship gates.
| Asset ID | Hook | Promise | Proof | Format | Market / language | Route | Decision |
|---|---|---|---|---|---|---|---|
| IN-HI-017 | "Bills split in 10 sec" | Shared clarity | Product demo | UGC 9:16 | India · Hindi | Couples CSL | Scale hook, refresh creator |
| IN-EN-024 | "Stop spreadsheet fights" | Less friction | Testimonial | Founder 1:1 | India · English | Couples CPP | Hold: rights renewal |
| US-EN-031 | "Budget offline" | Privacy + utility | Screen capture | Demo 9:16 | US · English | Offline CPP | Iterate frame 01 |
| BR-PT-006 | "Tudo em um lugar" | Convenience | Feature montage | Motion 9:16 | Brazil · PT | Core listing | Stop: generic cohort |
The executive readout exposes which number comes from which system and what the number cannot prove. Platform, MMP, product and finance views are reconciled; they are not forced into false agreement.
Media is billed by platforms. Strategy, architecture, optimisation, measurement and reporting sit inside management. Volume creative production is scoped visibly—never hidden as media margin.
The launch is intentionally bounded. Access, events, measurement and destination integrity are verified before meaningful spend is exposed.
Confirm the commercial question, contribution model, target events, MMP health, privacy constraints and account ownership.
QA store routes, deep links, campaign structure, creative taxonomy, bidding constraints and controlled-launch budget.
Run holdouts where possible, read cohorts, separate platform attribution from incrementality and stop weak cells early.
Increase spend only where creative, route, activation and commercial value remain coherent.
Gaming optimised to D7 return. Commerce carried campaign intent into custom pages. Quick commerce made delivery speed visible.
Paid acquisition found installs. The store page failed to explain why the game deserved a second session.
Campaign traffic landed on one generic storefront, so category intent disappeared between ad click and app page.
The strongest operational advantage—delivery speed—was hidden behind generic grocery language.
Client names and identifying details are withheld under NDA. Figures are drawn from the engagement's own analytics, measured on consistent endpoints.
The account read establishes whether data, store routes and economics are ready for managed scale.
The model aligns management effort with account scale while avoiding traditional 10–15% media taxation. Minimums and any large-account rate changes are stated in the proposal.
The deepest reliable event with enough volume and acceptable delay: activation, trial, purchase, retained user or revenue. A cheap install is not the default objective.
Yes. Platforms, MMPs, analytics, audiences and dashboards remain client-owned. Access is role-based and revocable.
Creative strategy, taxonomy, briefs, QA and learning readouts are included. Volume production, shoots and creator costs are separately scoped.
We use available Apple privacy frameworks, MMP configuration, conversion-value design, first-party events and controlled experiments while stating what cannot be observed deterministically.
Where traffic, budget and platform capability allow, we design holdouts or geo/cell tests. Platform attribution alone is never labelled incremental lift.
They are stopped or reworked according to declared budget and value guardrails. Spend is not preserved to protect an agency fee.
Yes, when translation, cultural adaptation, rights, destination and native-language QA are funded as real production—not treated as a copy-paste extension.
We will inspect the economics, event map, store routes, account structure, creative taxonomy and value cohorts before proposing scale.