Stop paying for Android users

June 26, 2026

Hey there,

The fastest way to burn your ad budget is running ads to Android.

I know how that sounds…

Android has a big user base, so running your ads there feels like a good option.

But you're casting a net into an empty pond.

Android users barely spend on apps. Not even close to the rate iOS users do.

This isn't a hot take. 

Anyone who's run real money through paid acquisition has seen the same split. 

iOS users pay, while Android users download, poke around, and leave.

So you optimize for cheap installs, and the platform floods you with people who were never going to subscribe.

Your install cost looks low while revenue stays flat. And the math never closes, no matter how many times you check it.

Sure, launch on Android for the organic downloads and you'll make some money there. Just don't put paid spend behind it.

My most profitable campaign ever was a free-trial-start campaign on iOS for Posted. Not installs, real iOS users I pushed toward an actual paid action.

Run all your paid campaigns on iOS.

Point your campaigns at iPhone users and spend where the buyers are.

The day you stop counting installs and start counting subscribers, your whole acquisition math flips. Higher cost per install, far lower cost per dollar earned.

Cheap Android installs feel like progress but it’s just a pretty way to burn money.

Peace,
Steven