Same budget, higher-LTV users: Signal engineering on Meta Ads
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Murat Menzilci
App Growth Expert, Building Adapty Attribution
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How Meta pLTV works for subscription apps
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Grow your app5 min read
Same budget, higher-LTV users: Signal engineering on Meta Ads
Meta treated every trial as equal. Weighting trial values by LTV moved delivery toward older users and tripled their paid subscriptions, with the same spend.
Murat Menzilci
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Grow your app6 min read
How Meta pLTV works for subscription apps
Meta can now optimize campaigns around predicted lifetime value. Here is how pLTV works, why it matters for subscription apps, and how Adapty Attribution automatically predicts and sends future subscriber value to Meta.
Murat Menzilci
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Industry insights11 min read
Alternative payments in the App Store: All you need to know
How the 2025 Epic v. Apple ruling and EU Digital Markets Act reshaped App Store alternative payments — current rules, fees, and implementation guidance by region.
Murat Menzilci
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