The question is landing in every growth Slack channel: can we just plug Claude into our MMP? Spoiler: not directly — and confusing the two costs teams weeks of engineering time.

Claude can write a flawless brief and diagnose why your ROAS tanked. What it can't do is lower a bid at 2am. Here's the distinction that matters.

Every growth team has tested Claude by now. Here's the honest breakdown of where it actually adds value in your UA stack — and where it hits a wall.

Evaluating a UA tool used to mean asking if it integrates with your MMP. The real question now is how much decision weight it can carry autonomously — and how safely.

Creative fatigue is now the number-one silent killer of UA performance. The answer isn't more headcount — it's a system that turns production into a continuous flywheel.

ChatGPT install attribution finally exists via AppsFlyer and Adjust. But the setup is tricky. Here's the real MMP config, the iOS vs. Android reality, and a pre-launch checklist.

ChatGPT ads are live, self-serve, and backed by ~900M weekly users. The question isn't whether to plan for the channel anymore — it's how to test it without wasting budget.

ROAS was never a strategy — it was a receipt. How top teams predict lifetime value before the first install and bid on the future, not the past.

Seeding 100 keywords and hoping the algorithm figures it out died around iOS 17. How AI-driven keyword clustering turns your organic channel into a moat.

Apple just rewrote the iOS playbook. The Search Ads overhaul demolished the wall between ASO and paid — here's exactly what changed and how to adapt.

Last-touch attribution is quietly misallocating your budget at scale. The complete playbook for measuring what your media actually drives — geo holdouts, MMM, and iROAS.

Ad fatigue isn't a creative problem — it's a systems problem. How the creative intelligence loop turns creative burnout into a compounding advantage.