Brutally Honest Mobile UA tactics

What you can expect:

• Strategy and growth (global launch, scaling, UA diversification)
• Creatives & AI (AI tools, production workflows, formats + iteration strategies)
• Playables (specific tactics, optimization, production tips)
• Channels (Applovin, Google & Meta strategies, new emerging channels)
• Metrics, benchmarks & KPIs (optimization signals, CPI + ROAS, performance benchmarks)

I’ve decided to share the top lessons from 2025 that impacted my UA operations the most! 

There are quite a few learnings, so buckle up and enjoy!

As we gear up for 2026, the stakes are higher than ever.

Success lies in embracing Creative testing framework, AI-driven creatives, rewarded UA channels, and playables for driving engagement, slashing CPIs, and scaling effectively.