Permission to Be Human in UA & Growth

Last week, I finished another post about expanding beyond Meta & Google for sustainable UA. Then, the next morning, I found myself reviewing Meta reports first thing—exactly what I tell people not to rely on.

The irony isn’t lost on me.

I talk about diversifying UA channels, testing OEMs, programmatic, and SDK networks—but there are times when I default to the familiar playbook because it feels safer.

I share insights about avoiding creative fatigue—but I’ve had days where I let a high-performing creative run a little too long before testing new variations.

I emphasize tracking LTV over CAC—but sometimes, I catch myself focusing on short-term ROAS over long-term retention.

So here’s something worth writing out loud:

My content isn’t a perfect reflection of my UA execution.

Writing as a Framework for Better UA

The way I see it, my content isn’t just about what I’ve mastered—it’s about what I’m actively working toward.

When I write about constantly testing new UA channels, I’m reminding myself to push past the easy wins and explore untapped opportunities.

When I discuss systemizing creative refreshes, it’s because I’ve seen the impact firsthand—but I also know how easy it is to fall into a cycle of reactive optimizations.

A few weeks ago, I wrote about not over-investing in a single UA channel. That came right after I spent too much on one source and saw costs spike. That experience prompted me to rebalance my budget—and write about it.

See what I mean by therapy? I’m kind of teaching myself through a public playbook.

We’re All Works in Progress

Sometimes, I write a piece of content and hesitate.

How can I talk about scaling efficiently when I’ve also made costly mistakes?

How can I tell people to diversify when I’ve spent months doubling down on a single source?

But here’s the truth:

I’m not writing as someone who has it all figured out.

I’m writing as someone who’s actively testing, optimizing, and learning—just like you.

A friend in the industry (who’s managing $10M+ in UA spend) messaged me last week:

“I read your post about testing new UA channels before scaling. Love it!! But here I am, still scaling the same two channels and ignoring my own advice. LOL.”

We’re all still iterating.

What I Want You to Know

My social media isn’t a documentary of my UA decisions. It’s more like a strategic roadmap I’m building in real time.

When I write about winning UA strategies, it’s because I’ve seen them work—but also because I know how it feels when they don’t.

When I post about scaling beyond Meta & Google, it’s because I’ve successfully done it—but also because I know how easy it is to stay in that comfort zone.

When I talk about balancing ROAS and long-term growth, it’s because I’ve gotten it right—but also because I’ve made every mistake along the way.

🚀 We’re all trying to build better UA systems while being perfectly imperfect growth marketers.

Parting Note

The next time you read something from me, remember—I’m not always writing about topics I’ve mastered.

I’m writing about what I believe will make UA better, what I’ve learned, and what I’m actively implementing.

Some days, I execute flawlessly. Other days, I make the same mistakes I warn against.

And maybe that’s the most valuable thing I can share: not perfect UA systems, but honest ones.

See you next week. 🚀