Insights
Breakdowns of sources, regulation and funnels — what we explain to clients before the contract.
A geo closes mid-flight: what to do with the budget
A regulator does not change the rules at the start of a quarter but on an arbitrary Tuesday. The plan for that day is written before the launch, not on the day of the news.
Over the past two years we have run into the same thing three times: a country carrying between a third and a half of a flight became unavailable within a week. Once it was a change in licensing requirements, twice it was payment restrictions that stopped depo…
ReadThe whitelist: how a pre-agreed list of channels saves three weeks
Approving each placement separately takes three to four days. In that time the slot goes to another advertiser and the flight stretches into a month.
ReadPostbacks and reconciliation: what to set up before the first click
Data cannot be reconstructed after the fact. Anything that was not recorded at the moment of the action is gone for good — which is why tracking is set up before the launch, not after the first week.
ReadTest Campaign or straight to scaling: what decides it
The temptation to skip the test and spend the full budget costs more than the test itself. But testing forever is not working either.
ReadWhy Google Ads certification sets the campaign timeline, not the budget
A certification request takes one week to a month and is tied to a specific country. Until it clears, the budget sits idle.
ReadA registration without verification is worth nothing
On a platform with mandatory KYC, the number of registrations is the worst metric available. Count the ones that passed the check.
ReadWhere slot traffic went after the Twitch ban on unlicensed casinos
In October 2022 Twitch banned streams of unlicensed casinos. The market did not vanish — it moved to Kick, and the rules changed.
ReadIn iGaming the money is in the second deposit
A first deposit almost never pays back acquisition. Judging a flight by it means switching off a source that would have paid back on the second.
ReadHow to measure payback in Tier-3 where the deposit is cheap but few players pay
CPA per first deposit in Tier-3 looks attractive: $15–70. But the average ticket is low, and payback is measured over a quarter, not a month.
ReadWhat the tap-to-earn wave revealed: retention after the airdrop
Hamster Kombat, Notcoin and Catizen amassed tens of millions of users in Telegram. A month after the token listing, activity dropped by orders of magnitude.
ReadA demo account is a waypoint, not a result
Optimising towards demo sign-ups fills the funnel with people who will never fund one.
ReadA cheap registration without a KYC breakdown means nothing
A thousand registrations at a dollar each looks like a result. But if eight percent pass verification, the real cost per player is twelve times higher.
ReadWhere a brand must not appear, and why a person decides it
Brand safety lists cover the obvious. The damage happens in what they miss.
ReadLocalisation means reshooting, not translating
A subtitled video reads as an import. A reshot one reads as local.
ReadWhy ten channels do not give you ten audiences
Overlap is paid for twice and reported once. How to measure it before buying.
ReadSix checks on a channel before you pay for it
What to look at beyond subscriber count, and what each number actually tells you.
ReadA UGC library: six months of creative in six weeks
Shooting in volume so replacements are ready before the current set burns out.
ReadWave launches: preparing a market for a date
Three waves over six weeks: analysis, volume, KOLs. What each one is for.
ReadHow to measure results without end-to-end analytics
Promo codes, unique links and holdout periods — what works when the tracker does not.
ReadA video script second by second
What sits behind retention: the first three seconds, the turn, and the ask.
ReadWhat to do in niches that moderation will not let through
Where direct advertising is closed, and what is left when it is.
ReadWhat audience attention actually costs
CPM tells you the price of a slot. It does not tell you the price of being remembered.
Read