Anas Maqsood
Performance marketer with ~5–6 years in B2C apps. Ran paid UA at ExpressVPN (apps spending ~$8–9M/month across Google, Meta, TikTok and Apple Ads) and EA Sports, and consulted for crypto (Binance on Meta), health-tech and an early-stage Cal AI. Now consults on attribution, analytics and signal engineering (qualified trials, backend-enriched events, CAPI + MMP setups).
Bias to keep in mind: appeared on Adapty’s channel (Adapty sells qualified-trial events and an MMP); numbers are rules of thumb from his own accounts, not studies.
Sources: sources/youtube/app-leaders-by-adapty/ (2026-09 live session on Meta signals).
Notes citing Anas Maqsood
- How much Meta budget does an app need? (the 50-events math)Worked math for what a Meta ads budget buys an app — $1,000 at $2 CPI → 500 installs → 35 trials → ~10 subscribers (~$95 CAC) — and why trial optimization needs 50 events/week.
- Paid social creative testing for apps — levers, hook/hold rate, 3-day testsThe levers of paid social (Meta/TikTok/YouTube) for apps, hook-rate and hold-rate targets, and Ivy's 3-day creative test (4 creatives per themed ad set, $50/ad set) run on highest-converting weekdays.
- SKAN, AEM and CAPI — how app conversions reach Meta after ATTPlain-language model of iOS app attribution in 2026 — ATT opt-in (~15–30%) is deterministic, the rest arrives via SKAdNetwork/AdAttributionKit aggregates and Meta's probabilistic AEM, privacy thresholds punish diluted setups, and a CAPI + MMP redirect setup recovers ~90–95% of conversions vs ~70–80%.
- Testing campaigns vs evergreen campaigns for app ads on Meta — forcing spend and graduating winnersHow subscription-app media buyers separate creative testing from evergreen campaigns on Meta — Samet Durgun's install-campaign funnel (200 ads on Android → 10 on iOS → 2 hero creatives), automated rules that cap spend per ad so every ad gets tested, and graduating only on cost per purchase after the trial window.
- UA team and data stack by spend level — what to staff and what not to buildAnas Maqsood's view of subscription-app UA teams — ExpressVPN's ~$8–9M/month app setup run by 3–4 performance people plus creative, BI and CRM pods; a 3-person team at $50–200K/month; and what not to build under $50K/month (MTA, MMM, data warehouse, CDP, in-house paywall tool).
- Validating Meta SDK app events against App Store ConnectWhich app events to send to Meta (install, paywall view, checkout, trial, subscribe) and how to sanity-check them against App Store Connect before launching campaigns.
- Which event should Meta optimise on? Qualified trials and enriched eventsHow subscription apps pick the Meta optimisation event that has both volume and quality — start trial vs purchase budget math, "qualified trials" (trial not cancelled within 1–2 hours), backend-enriched events above ~$100K/month, and how to A/B test events at ad-set level.