Meta & Facebook ads, without the fluff.
Practical notes on the technical side of paid ads: tracking, attribution, cost per acquisition, and scaling profitably.
August 14, 2026
Facebook SDK ATE True Status Rate stuck at 0%? Here is what it actually means
Meta says your ATE True Status Rate is 0% or shows no rate at all, usually right after you move purchases to RevenueCat. Here is why that number misleads you, and what to fix instead.
Read article →August 4, 2026
Your Facebook ads ROAS looks bad. You might still be profitable.
Surface ROAS lies, especially for apps and low first purchases. Here is how to read cost per purchase against LTV and find out if your ads actually work.
Read article →August 3, 2026
Should you optimise Meta ads for trial starts or purchases?
Trial starts get you out of the learning phase faster. Purchases get you customers. Here is how to pick the right Meta optimisation event for a subscription app.
Read article →July 7, 2026
How to tell if your marketing agency is doing a good job
Most agency reports are built to look good, not to prove they made you money. Here is how to tell if your marketing agency is actually working, in an afternoon.
Read article →July 7, 2026
Why your RevenueCat revenue doesn't match Meta Ads Manager
RevenueCat says one number, Meta Ads Manager says another, usually much lower. Here is why they never match, which one to trust, and how to close the gap.
Read article →July 3, 2026
How to set up RevenueCat with Meta ads so your purchases actually track
RevenueCat is your source of truth for subscription revenue, but Meta rarely sees it by default. Here is how to connect them so your purchases actually track.
Read article →July 3, 2026
Why your app's cost per install (CPI) is so high
Your app's CPI is high for a handful of fixable reasons, and the lowest CPI is not even the right goal. Here is what actually drives it down.
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