Planning 2025 budget allocation across Apple, Meta and Google
A way to split a 2025 paid budget by the job each channel does, with a reserve for testing and explicit rules for when to move money.
Insights
Marketing strategy and industry changes across Apple Ads, Meta, Google and measurement.
Set ROAS targets from lifetime value and payback, not from last month
A method for deriving a ROAS target for a subscription app from predicted lifetime value, margin and the payback window you can finance, with a worked example.