Hey guys,

I’ve saved up a bit of money and I’m seriously thinking about installing solar at home.

I’m based in Moratuwa by the way.

Wanted to know your experiences with solar in Sri Lanka. Was it worth it? How much did your electricity bill reduce? Any issues with CEB or maintenance?

Also, are there any companies you’d genuinely recommend based on your experience?

Another reason I’m considering this is because I’m thinking of moving to an EV in around 2 years, so I feel like this might be a good long-term investment.

Would really appreciate any advice, recommendations, things to avoid, or general thoughts. Thanks!

If you’re running app campaigns and confused about which Maximize Conversions strategy to use, here’s a simple way to think about it:

• Maximize Installs → Best when your goal is scale. Focuses on getting the highest number of users, not necessarily quality.
• Maximize In-App Actions → Use this when you care about user behavior (signups, purchases, etc.). Works well when tracking is limited (like iOS).
• Maximize Conversion Value → Ideal when you want to maximize revenue, not just volume.

One important thing people miss — these strategies rely heavily on data + budget to perform well, and there’s always a learning phase before things stabilize.

Simple rule:
Start with installs → move to actions → then optimize for value as you scale.

Curious how others here structure this progression

Just finished digging through a pretty massive mobile UA report covering Q4 2025, and the main takeaway is pretty brutal for performance marketers:

We’re paying more than ever — but performance isn’t improving.

Some of the biggest insights:

1. iOS got insanely expensive

• iOS CPI jumped 44% QoQ (from $6.31 → $9.11)
• The biggest CPI spike in over a year
• Caused by heavy competition for limited high-value inventory

Meanwhile…

2. Android stayed relatively stable

• Android CPI only increased ~8% ($0.63 → $0.68)
• Huge supply of inventory kept costs controlled

So the usual dynamic got even stronger:

• Android = scale & cheap installs
• iOS = revenue & high LTV

In many verticals:

• Android delivers 80–90% of installs
• iOS still drives 70–90% of revenue

3. Q4 growth was very selective

Advertisers didn’t expand everywhere — they focused on categories that consistently monetize.

Winners:

• Gaming
• On-Demand
• Health & Fitness

Budgets pulled back from:

• Utilities
• Education
• Ecommerce

4. Markets that absorbed the most budget

• Tier 1 East +25% QoQ
• United States +17% QoQ

Advertisers clearly leaned into markets with predictable monetization, not cheap reach.

5. ATT still isn’t improving

ATT opt-in rate:

• Q3: 9%
• Q4: 8%

So the reality hasn’t changed:

Success in 2025/2026 depends on

• modeling
• aggregated signals
• post-IDFA measurement

—not hoping users suddenly opt in.

6. Global performance metrics actually softened

Even though advertisers spent more:

• CPI ↑ 8.4%
• CPM ↑ 4.6%
• CTR ↓ 1.3%
• IPM ↓ 3.5%

Basically more competition, same inventory, weaker engagement.

7. UA alone isn’t enough anymore

One trend that stood out:

Retargeting is becoming essential.

Why?

• UA CAC keeps rising
• Retargeting converts far better
• Re-engaged users increase LTV

Some teams are even experimenting with day 4–5 retargeting windows in competitive verticals to stop churn before competitors grab users.

8. CTV is quietly becoming a performance channel

Not just branding anymore.

Some advertisers are reporting:

• 55% lower CAC vs paid social
• $1.52 incremental revenue per $1 spent
• 300–400%+ ROAS when combined with CRM audiences

Still early days, but it’s getting real attention heading into 2026.

Big takeaway:

Mobile marketing is entering a phase where:

• Cheap growth is disappearing
• Efficiency matters more than scale
• iOS users are extremely valuable (but brutally expensive)

So the strategy becomes:

• Scale on Android
• Monetize on iOS
• Protect LTV with retargeting

Google now measures post-install events starting from install/first open, not from the ad click — so more real conversions will be counted.

✅ What Google actually changed

Before this update, Google measured your post-install events like this:

👉 Conversion window started from the AD CLICK or IMPRESSION

Now they are changing it to:

👉 Conversion window starts from INSTALL / FIRST OPEN

This sounds small — but it’s a big attribution logic shift.

🧠 Old vs New — Easy Example

Let’s say your PIE window = 7 days.

❌ OLD System (Before Update)

• User clicks ad → Jan 1
• Installs app → Jan 5
• Makes purchase → Jan 10

Google counted only 7 days from the click.

👉 Window ended Jan 8
👉 Purchase on Jan 10 = NOT counted

Even though the user installed because of your ad.

✅ NEW System (After Update)

Same scenario:

• Click → Jan 1
• Install → Jan 5
• Purchase → Jan 10

Now Google counts 7 days from install/first open.

👉 Window ends Jan 12
👉 Purchase = COUNTED

📊 Why Google is doing this

Because real user behavior isn’t instant:

• People click ads and install later
• Long consideration cycles (games, kids apps, drawing apps, subscriptions)
• Especially strong in markets like Sri Lanka where installs may happen later due to data or device constraints

The old logic was undercounting real value.

This update aligns with:

✔️ MMP logic (AppsFlyer / Adjust style attribution)
✔️ Industry post-install measurement standards

🚀 What YOU will likely notice

Since you run ACi + post-install events, expect:

1️⃣ Conversion numbers may increase

Not because performance improved — but because attribution became more accurate.

You may suddenly see:

• More purchases
• More registrations
• More tutorial completes
• Higher ROAS

2️⃣ CPA / ROAS might look better

Because more conversions are credited inside the window.

Don’t panic if historical comparisons look weird — it’s a measurement shift, not a campaign change.

3️⃣ Optimization signals improve

Google’s AI now sees:

👉 More real post-install value
👉 Better learning for tCPA / tROAS

This can actually stabilize bidding.

⚠️ Important Things to Watch (Pro Tips)

Since you’re an app marketer, these matter:

🔹 Historical comparisons will be messy

Pre-update vs Post-update data ≠ apples to apples.

If you report to clients/stakeholders, note:

👉 “Attribution window logic changed by Google”

🔹 Your PIE window setting still stays the same

If you set:

• 7 days
• 30 days
• 90 days

Those remain unchanged.

Only start point changed.

🔹 Expect delayed conversion spikes

Because installs that happened earlier may now generate valid conversions inside the new window.

One line pitch and link to your apps. #getreviews #getdownloads

🔍 Big Picture: Ramadan Search Behavior Has Changed

• Shoppers search MORE during Ramadan
  • ~1.5B weekly retail-related searches
  • +20% more searches vs non-Ramadan periods
• The buying journey is longer
  • Expanded from 4 weeks → 6 weeks
  • Spans 5 clear intent phases, not just “before Eid”

👉 Translation: If you start ads late, you’re already losing.

🧭 The 5 Ramadan Phases (And What People Are Searching)

1️⃣ Anticipation (2 weeks before Ramadan)

People browse, plan, and get inspired.

Search behavior

• Beauty & skincare (long-lasting products)
• Health & supplements
• Kitchen prep (sauces, condiments)
• Bulk gifting & delivery options

What works

• Discovery-style messaging (“Prepare for the Holy Month”, “Early Bird Ramadan Deals”)
• Fast mobile sites
• Broad Match + Smart Bidding early to train the algorithm

2️⃣ Practical Guidance (Week 1–2 of Ramadan)

Daily routine planning kicks in.

Search behavior

• Iftar & suhoor essentials
• Snacks (takjil)
• Outfit ideas for iftars & gatherings

What works

• Clear, practical offers (Buy 1 Get 1, flat % discounts)
• Add trending keywords
• Optimize for early actions like Add to Cart
• Enable AI Max once data is stable

3️⃣ Ticking To-Do Lists (Week 3–4)

Urgency starts building.

Search behavior

• Eid prep (salons, hampers, home items)
• Food & recipes
• Travel-related searches
• “Best / cheapest / latest” product terms

What works

• Urgency messaging (“Last Chance Before Eid”, “Delivered Tomorrow”)
• Increase bids to capture peak intent
• High-intent keywords inside Broad Match

4️⃣ Eid Celebration

Fast, last-minute purchases dominate.

Search behavior

• Hampers, outfits, food, travel stops
• Immediate fulfillment needs

What works

• Speed + clarity
• Delivery timelines clearly visible
• Conversion-focused landing pages

5️⃣ Closure & Return to Routine (2 weeks after Eid)

This phase is massively underrated.

Search behavior

• “Treat yourself” purchases
• Health & recovery
• Fashion, sports goods
• Electronics upgrades using THR (bonus)

What works

• Upgrade messaging (“Post-Eid Upgrade Sale”, “Spend Your THR Smartly”)
• Highlight bestsellers & upgrade categories
• Continue AI Max — Google reports ~27% more conversions at similar cost

🧠 Key Takeaways (TL;DR)

• Ramadan ≠ 1 campaign → it’s a 6-week journey
• Start early, especially for Search
• Match messaging to intent phase, not the calendar
• Broad Match + Smart Bidding + AI Max = core stack
• Post-Eid is a high-value upgrade window, not a dead zone

One line pitch and link to your apps. #getreviews #getdownloads

Traditional SEO alone is no longer enough — and this isn’t a “SEO is dead” panic post.

Search behavior is changing fast. Users aren’t just Googling anymore. They’re asking ChatGPT, Gemini, Copilot, and other AI tools to give them the answer directly.

And that changes everything.

Here’s the key shift most people are missing:

AI search doesn’t rank blue links.
It generates answers.

That’s where Generative Engine Optimization (GEO) comes in.

GEO is about optimizing content so AI models:

• Understand it clearly
• Trust it
• Reference or quote it in responses

The goal has moved from “ranking #1” to “being the answer.”

Why keywords alone don’t work anymore

AI doesn’t think in keyword density. It prioritizes:

• Context
• Clarity
• Structured explanations
• Demonstrated expertise

If your content is vague, fluffy, or surface-level, it gets ignored — even if it’s technically “optimized.”

What actually performs well in AI search

Content that:

• Uses clear headings
• Defines concepts simply
• Answers specific questions
• Explains ideas step-by-step
• Covers the why, not just the what

AI models prefer content that’s easy to parse, logically structured, and confidently written.

Authority & trust matter more than ever

AI systems favor content that appears reliable. That means:

• Clear authorship or expertise signals
• Consistent terminology
• Confident, factual explanations
• No clickbait, no filler

Thin content doesn’t just rank lower — it often disappears completely from AI-generated answers.

Extra GEO insights not talked about enough

• One page = one clear idea Pages trying to rank for 10 topics confuse AI models.
• FAQs are gold for GEO Direct Q&A formats map perfectly to how AI retrieves answers.
• Summaries help AI understand intent TL;DR sections and concise intros improve content selection.
• Consistency beats virality AI values reliability over hype-driven content.
• Being cited matters more than being visited In AI search, brand recall and authority can matter more than raw traffic.

Bottom line

GEO represents the future of search visibility.

As AI-driven search grows, brands and creators who adapt early will:

• Get referenced instead of ranked
• Become sources instead of links
• Win mindshare even without clicks