linhart.io · Five-figure UA, every day, run end-to-end

About

Who you're trusting with your budget

David Linhart

Mobile Growth & UA

Brno, Czech Republic

Emailhello@linhart.io → LinkedIn/in/linhartdavid →

Getting UA to $1,000 a day is one skill. Taking it from there to tens of thousands is another: keeping CPI under control as spend grows, knowing when to split or consolidate campaigns, moving budget between networks and GEOs without breaking what already works.

That is the range I work in every day, at five figures a day across Meta, Google Ads, AppLovin, Unity, Mintegral and TikTok.

More about how I work

Before moving into a solo performance role, I led growth teams of 5-6 people, including ASO and creative. Now I run UA end-to-end myself.

I find where the money goes. Fix the tracking and the store. Scale what actually works.

Data first, then creatives. I start with the numbers to find where the problem really is. Then creative by creative, concept by concept: CPI, IPM and ROAS per creative, indexed against the same campaigns in the same month. Creatives are judged on revenue, not clicks.

What I work on

Paid UA across 6 networks
Finding wasted spend, fast
Store & ASO audits
Attribution & MMP setup
GEO allocation & budget rebalancing
Creative performance reporting
Aligning UA with IAP & IAA monetization

My approach

Data first, always
Fix before scaling
Every change documented
Each network scaled on its own numbers
Cohorts over same-month ROAS
Weekly loops, async, no guessing
Everything logged, nothing lives only in my head

Results

Three cases, three different stories

Ratios, not revenue.

Revenue stays confidential, so the cases show scale and efficiency, not absolute results. Everything is reconcilable to daily-level export data.

Three cases: 75× launch, 135% ROI, one fast kill

Launch · Mobile game

75×

spend scale in 56 days
soft launch → full global scale

Positive ROI every single day of the scale-up. Signal confirmed for 10 days before the global trigger, each step validated before the next. Organic installs grew roughly 70× over the pre-launch baseline.

Optimization · Largest title

135%

ROI sustained through 2026
per-source independent scaling

Each network stands on its own numbers, no cross-subsidization hiding underperformance. Across the portfolio, daily profit grew 3.4× while daily spend grew 2.5×.

Kill · New network

35%

ROI on test · stopped immediately
zero spend ever since

This one matters as much as the wins. No "one more month." The budget went where the data pointed: the network that became the best performer in the portfolio.

Daily spend · Jan → Sep

2.5×

→

Daily profit · Jan → Sep

3.4×

Profit outgrew spend.
ROI ended the period higher than it started. That is what systematic per-source scaling looks like.

Inside

What the work looks like from inside

Every decision documented before it's made.

Every change is logged with the data behind it, a hypothesis, an expected outcome and a date to check the result. The log feeds my own dashboards, where each change is drawn onto the cohort curves.
Recreated from my own dashboards and logs. Data anonymized, values illustrative.

Cohort timeline & change log

01 · Cohort timeline: every change mapped to its LTV impact

AppLovinUnity AdsMetaGoogle AdsMintegral

Game A | All-geo | iOS + Android | Meta

launched May 2026 · 100+ days of data · each cohort selectable

◀ oldest

newest ▶ cohort 17.08 · 44 days back

d1 ROI ✓

0.65×

+5% vs avg

d7 ROI ✓

1.08×

+24% vs avg

d14 ROI ✓

1.24×

+27% vs avg

d30 ROI ✓

1.39×

+23% vs avg

Change-log overlay: ✓ ROAS ✓ Budget ✓ Creatives ✓ Stop/Start ■ d1 ■ d7 ■ d14 ■ d30

Cohort 17.08, 44 days back, matured. d7 1.08× · d14 1.24× · d30 1.39× · 🎯 target met

Change log: Meta, this title

17.08Budget ↑All-geo iOS budget +29%

15.08Stop/StartLegacy iOS campaigns stopped, volume consolidated into all-geo

12.08Budget ↑All-geo ROAS +40% · all-geo iOS +67%

10.08Stop/StartAll-geo AdROAS launched · T1 −33% · T2 stopped

29.07Budget ↓iOS reduction across T1, T2, T3 · one GEO stopped

ROAS, budget, creative and stop/start changes drawn straight onto the cohort curves. Causality, not correlation.

02 · Change log: every change with data, hypothesis, expected outcome and result

Date	Campaign	Change	Detail	Why (data)	Hypothesis / expected outcome	Result
17.08	Game_A_AllGeos_iOS	Budget ↑	+29%	d7 above target 3 days in a row	Scale without a CPI spike	✓ d30 1.39×, target met
19.08	Game_B_NL_ROAS	Ad group stop	adgroup_3	Very low ROAS, budget too thin for several ad groups	Concentrate signal in the best ad group	✓ confirmed 31.08
19.08	Game_B_EU_EN_ROAS	Asset rework	copy	Low-performing assets identified	Variants of best performers → higher CTR, better ROAS	✓ confirmed 31.08
23.08	Game_C_T1_tCPA	tCPA ↑	+18%	Very low conversion volume	Slightly higher CPA at higher volume	✗ worse · stopped 27.08
25.09	Game_B_LATAM_ROAS	tROAS ↓	114% → 110%	Stable above target, room to scale	More volume and signal at good ROAS	⏳ read at d14
25.09	Game_B_ES_ROAS	tROAS ↑	98% → 103%	Below profitability	Lower spend, higher ROAS. Kill if no change within 14 days	⏳ kill-date d14
27.09	Game_C_T1_ROAS	GEO exclude	1 market	Zero return on spend	Cut waste	✓ done
27.09	Game_C_T1_ROAS	GEO insert	+5 T1 markets	Strong category audience in these markets	More scale in high-LTV geos	⏳ read at d14

3,000+ changes logged in 2026 alone, each one with a reason, a hypothesis and a follow-up date. Failed bets stay in the log too. The log feeds the dashboards above.

Two more tools: daily action queue & weekly creative report

03 · Action queue: automated daily recommendations

PAUSE

SCALE DOWN

SCALE UP

WATCH

SCALE DOWN

d7 ROI 0.700x + d1 declining (-9%). Reduce budget 20-40% until trend reverses.

d7: 0.700x
trend: ↓

WATCH

Title B | T1+T2+T3 | 09.2025 | Android | AdROAS | AppLovin | D28

d7 ROI 0.700x, below breakeven but not critical. Wait for d14/d30 cohort to mature.

d7: 0.700x
trend: →

TitleB_AllGeos_122025_AllTiers_Android_AdROAS_Mintegral_2

d7 ROI 0.986x, trend ↑. Campaign performing within normal range.

d7: 0.986x
trend: ↑

Automated every morning. The Thursday decision meeting runs on this output. No manual prep, no call with me needed.

04 · Weekly creative report, delivered every Wednesday

Title B: deployed creatives vs. report

Aug 24 to Sep 20, 2026

● Facebook Ads

Top 3: highest spend

#34V3 #87V1 🆕 #77V1

Kill: lowest impressions

#14V1 🆕 #96V2 🆕 #96V4

● AppLovin

Top 3: highest spend

#26V1 #65V1 #93V1 🆕

Kill: lowest impressions

#96V2 🆕 #96V4 #87V3 🆕

● Unity Ads

Top 3: highest spend

#1V2 #77V1 #57V1

Kill: lowest impressions

#93V1 🆕 #89V1 🆕 #98V1 🆕

Kill: poor ROI (16 creatives)

#58V2 · FB #88V1 · Unity #94V2 · TikTok #91V1 · AppLovin #78V1 · Mintegral + 11 more

Per-network top performers, kill list with ROI rationale, new creative flags. The report drives the Thursday decision meeting without me in the room.

Expertise

App & game marketing · iOS & Google Play

🎯

User Acquisition

End-to-end paid UA. Budgets, bids, ROAS targets, kill and scale calls, every network on its own numbers.

MetaGoogleAppLovinUnityMintegralTikTok

🏪

Store & ASO Audit

Listing, keywords, promo content, in-app events, A/B tests and publishing workflow. Findings ranked, plan ready to execute.

Google PlayApp StoreIn-app events

🔗

Attribution & MMP

Where attribution breaks, SKAN delays, conversion windows for delayed purchases, postbacks and reconciliation against real revenue.

SingularAppsFlyerAdjustSKAN

Three more: launch, creative performance, monetization

🚀

Launch & Scaling

Soft launch signal, micro-scaling sequence, global trigger. Three launches, one methodology.

Soft launchMicro-scalingPre-reg

📊

Creative Performance

Weekly report with CPI, IPM and ROAS per creative, indexed against the same campaigns in the same month. Kill list and scale flags that tell your creative team what to build next.

IPMCPIROI LTV

💰

Monetization & LTV

UA aligned with IAP and IAA. Decisions on cohort LTV from D7 out to D180 and beyond, not first-week revenue.

LevelPlayAppLovin MAX

Method

How I find and fix the bleeding

I find where your budget disappears.

Most problems are visible in the data within 48 hours.

The 5-step process & typical audit findings

Collect

Spend, ROAS, CPI, GEOs, MMP setup, attribution events, creative performance, store listing.

Diagnose

Budget bleed, paused winners, wrong GEO allocation, attribution noise, store blockers.

Prioritize

Findings ranked by impact. Week-one fixes separated from strategic work.

Execute

Pause losers, scale winners, fix tracking, brief new creatives. Every change documented.

Optimize

Weekly loop. Kill what's slow, scale what works, compound month over month.

ua-audit.sh · typical findings

$ run audit --scope full
// anonymized patterns from past reviews
✗ CRIT winners at 1.36x & 1.62x ROAS paused, 0.27x DSP still running
✗ CRIT best GEO at 1.90x ROAS getting 3% of budget
! WARN 56s video on Meta, delivery suppressed
! WARN top 3 creatives carrying most of the spend, fatigue ahead
✓ GOOD one network scalable at 1.4× on its own numbers
→ FIX pause losers · rebalance GEOs · 14s hook · new concepts
$

Findings shown as ratios. Names and revenue are never published.

Experience

8+ years in mobile apps & games

linhart.io

Apr 2026 - Present

Independent consultant · Brno

Independent

Mobile Growth & UA

Independent practice for mobile apps and games, built on the methods and tooling behind the results on this page.

Store & ASO audits with ranked findings and an action plan
Attribution, MMP and conversion-window reviews
UA strategy, scaling and creative performance frameworks

Alda Games

Mar 2026 - Present

Remote

Contract

UA Manager, Performance Lead

Solo UA for a multi-title Android + iOS mobile game portfolio. Budgets, networks, launches, creative performance reporting.

End-to-end ownership of paid UA across 6 networks, no UA team
Multiple global launches from soft launch to full scale
1,000+ creative changes in 2026, each evaluated on ROAS, not just CTR or IPM
3,000+ campaign changes logged with data, hypothesis and follow-up date
Moved UA to 100% async, no recurring meetings
Built a cohort dashboard linking every campaign change to D1/D7/D14/D30 LTV

Alda Games

Nov 2022 - Mar 2026

On-site · Brno

Full-time

Senior Mobile Growth Manager

Company-wide growth and UA strategy across the game portfolio, paid and organic.

Led a team of 6
Budget allocation and forecasting across titles and networks
Aligned UA, ASO, creative and product around measurable revenue impact

Earlier: NoxGames & Geewa, 2018 to 2022

Geewa

2022 · 3 months

Prague · Remote

Contract

Senior Growth Marketing Consultant

Revive-and-scale engagement for Smashing Four ahead of the company's acquisition.

Ad revenue +25% through mediation setup and optimization
Restored positive ROAS campaigns

NoxGames

Apr 2018 - Sep 2022

Brno · 4.5 years

Full-time

UA Specialist → Head of UA → Head of Growth

Built the UA function from 2018, led UA from 2020 and the whole growth department, marketing and analytics, from 2021.

Head of Growth (2021-2022): led a team of 5 across UA, ASO, creative, monetization and analytics. Owned marketing strategy and market direction, with full focus on profit
Head of UA (2020-2021): paid acquisition and retargeting across Google, Meta and Apple, new partners and channels, LTV reporting, ASO projects
+85% organic reach through data-driven ASO

Five-figure UA, every day.
Run end-to-end.

Ratios, not revenue.

Every decision documented before it's made.

User Acquisition

Store & ASO Audit

Attribution & MMP

Launch & Scaling

Creative Performance

Monetization & LTV

I find where your budget disappears.

Collect

Diagnose

Prioritize

Execute

Optimize

Mobile Growth & UA

UA Manager, Performance Lead

Senior Mobile Growth Manager

Senior Growth Marketing Consultant

UA Specialist → Head of UA → Head of Growth

Get in touch.