01 · Cash, not tiles
Working-capital view of UA. Blended versus channel. Why D0 CPI is a procurement metric, not a return metric.
Flagship course
Attribution for App Growth
A working studio for teams who already spend on mobile user acquisition and need Advertising ROI that a finance partner will sign. Informational fee: £4,850 per seat, or £14,200 for a three-seat company pod.
Outcomes
- A written measurement contract: windows, sources of truth, and what you will not claim.
- A geo or network holdout you can staff with the people you already have.
- A SKAN reading guide for your actual conversion-value scheme, not a generic blog diagram.
- A payback memo template used in the last two GB cohorts.
Instructor
Helen Ward taught measurement inside two London UA consultancies before opening Mesh Flowgrid. She still reviews MMP exports herself. She will not pretend she can see user-level journeys that the OS no longer provides.
Modules
02 · MMP hygiene
Duplicate events, timezone drift, and the quiet ways a “trusted” export lies. You bring a redacted file.
03 · Reading SKAN without folklore
Lock windows, coarse values, and the claims that cannot survive a privacy reviewer.
04 · Incrementality you can staff
Geo splits, PSA, and when a holdout is unethical or too small to bother.
05 · Creative as a cost centre
Iteration cost versus media cost. A kill/keep sheet you will actually use on a Thursday.
06 · The board memo
One artefact: what returned, what did not, and what you will stop buying.
Questions we hear
Does this replace an MMP or a data warehouse?
No. If your events are a mess, we will tell you in week two and the rest of the course will be slower. That is a real limitation: we do not rebuild your pipeline as part of tuition.
Is the fee a payment collected on this site?
No. Pricing here is informational. Seats are invoiced after a conversation. There is no checkout.
Can a single UA manager attend alone?
Yes, and they usually struggle to change reporting culture. We recommend a finance or product counterpart in the three-seat pod.
From people who sat the modules
Module 03 made us delete three slides that treated a conversion value as revenue. Finance noticed the same week.
Useful, though Helen will not decorate a weak holdout. We wanted a prettier answer than “sample too thin.”