Why paid install quality often collapses after week three
The cheap cohort is frequently a sampling artefact. Here is how we score the drop instead of celebrating CPI.
Notes
Field notes from the scoring desk.
Short essays we use in critique nights. They are not recaps of the syllabus; they are arguments we keep having.
Scoring channels when ATT consent stays uneven
Thai iOS mixes should change a network’s weight even when Android CPI looks calm.
Separating creative fatigue from audience quality
Killing a network because one asset died is a common, expensive confusion.
Treat the store listing as an acquisition surface
If it converts users, it belongs on the ledger. Halo is estimated, not wished away.