01
User Acquisition
Structured campaigns built around sustainable ROAS, not vanity installs.
- Google App Campaigns
- Meta Ads
- TikTok Ads
- Apple Search Ads
- Unity Ads
- Creative testing
Mobile Growth & Publishing Expert
I build growthsystems formobile apps& games.
Connecting user acquisition, app store optimization, monetization, analytics, and publishing to build scalable mobile businesses.
200M+installs delivered
+35%organic conversion · Void Games
ROAS-ledgrowth strategy
01 — About
I fix the systems behind the numbers. Growth should be understandable, measurable, and built to last.
I’m Adnan Afzal, a mobile growth specialist based in Pakistan and working with teams globally. Over the past six years I’ve helped mobile products move from early traction to more than 200 million installs across global markets.
My work connects acquisition, store conversion, retention and revenue into one decision-ready picture — so paid growth, organic discovery and monetization stop competing and start compounding.
01
Straight insight
No inflated reports or artificial complexity. You hear what the data actually says.
02
Systems thinking
Paid growth, organic discovery and monetization work better when they share signals.
03
Commercial focus
Sustainable ROAS and payback over vanity installs.
04
Experiment-led
Structured tests, one variable at a time, so every win can be explained.
02 — Expertise
Built for scalable app growth.
Strategy and execution across the complete mobile growth loop — from the first impression to the last dollar of lifetime value.
02
App Store Optimization
Keyword intelligence, high-converting creative, metadata, and global market positioning.
- Keyword research
- Store creative
- Localisation
- Store experiments
- Competitor intel
03
Ad Monetization
Revenue frameworks grounded in cohort behaviour, placement testing, and live ops.
- AdMob
- AppLovin MAX
- Mediation & bidding
- IAP tiers
- Placement tests
04
Mobile Publishing
Bringing acquisition, store, monetization and live-ops together into one global growth plan.
- Go-to-market
- Live-ops
- Market expansion
- Cross-team delivery
05
Growth Analytics
Full-funnel measurement that connects spend, behaviour, retention, and revenue.
- AppsFlyer
- Adjust
- Tenjin
- Firebase
- GA4
- Cohort analysis
06
Growth Strategy
A connected growth system — not isolated tactics — with clear priorities and decision-ready numbers.
- Full-funnel planning
- Budget allocation
- Forecasting
- ROAS targets
03 — My Growth Operating System
One loop. Six stages. Compounding results.
Isolated tactics plateau. A connected system lets every stage feed the next — select a stage to see how it contributes.
STAGE 01 / 06
Acquisition
Buy and earn the right users, not just the cheapest installs. Campaign structure, bidding and creative are judged on downstream value — retention and revenue — so spend scales without diluting quality.
- Levers
- Campaign structure, bid strategy, creative testing, channel mix
- Signals I watch
- CPI, install-to-D1 quality, cohort ROAS
04 — Case Studies
Outcomes, not activity.
Selected results from app and game growth engagements. Every number shown comes from the work itself.
01
Void Games · ASO + UA
Turned store conversion into a growth multiplier.
Redesigned the ASO creative strategy and linked paid campaign signals with store performance to stop budget leakage.
+35%
Organic conversion
−20%
Cost per install
02
Void Games · Monetization
Unlocked revenue beyond install volume.
Built a full-funnel monetization and live-ops testing framework across ad placements and in-app purchase tiers.
+28%
ARPDAU
+15%
Retention
03
JanBark Technologies · UAC
Recovered ROAS while scaling three apps.
Audited campaign structure, introduced phased scaling, and aligned budgets with stronger store performance signals.
+12%
ROAS recovery
Stable
CPI control
04
Khastech Solutions · ASO
Rebuilt organic discovery across 10+ markets.
Overhauled keyword architecture, metadata, icons, screenshots, and copy through structured experimentation.
+40%
Organic installs
10+
Markets improved
05 — Platforms & Technology
The stack behind the system.
Hands-on experience across stores, ad networks, mediation, attribution and analytics.
01App Stores
Google Play Console
App Store Connect
02User Acquisition
Google Ads
Meta Ads
TikTok Ads
Apple Search Ads
Unity Ads
03Monetization
Google AdMob
AppLovin MAX
Unity LevelPlay
Mintegral
Pangle
04Attribution
Tenjin
Adjust
AppsFlyer
05Analytics
Firebase
GA4
GameAnalytics
BigQuery
06ASO Intelligence
AppTweak
Sensor Tower
Mobile Action
07Engagement & QA
OneSignal
Firebase Cloud Messaging
Remote Config
Crashlytics
Tools used in professional work. Names and trademarks belong to their owners; no partnership or certification is implied.
06 — Experience
From store visibility to global growth.
Six years moving from ASO specialist to leading UA, ASO, monetization and live-ops for a games studio. Full resume
Apr 2022 — Present
Current
Current
Marketing Team Lead
Void Games
- Lead mobile growth initiatives across UA, ASO, monetization, analytics, and live operations.
- Scale user acquisition campaigns across global markets while optimizing ROAS and acquisition efficiency.
- Drive monetization improvements through ad mediation, pricing, and revenue optimization strategies.
- Collaborate with product, creative, and analytics teams to accelerate growth and profitability.
Aug 2021 — Mar 2022
Product Growth Manager
JanBark Technologies
- Managed acquisition, retention, and monetization strategies for multiple mobile applications.
- Improved marketing efficiency through attribution analysis, audience segmentation, and creative experimentation.
- Supported growth planning using cohort analysis and performance forecasting.
Sep 2020 — Jul 2021
ASO Growth Specialist
Khastech Solutions
- Developed ASO strategies including keyword optimization, localization, metadata management, and store conversion improvements.
- Conducted competitor research and market intelligence to identify growth opportunities.
Mar 2020 — Aug 2020
ASO Specialist
Mobi Pixels
- Managed keyword research, store optimization, performance reporting, and competitive analysis for mobile applications.
07 — Growth Intelligence
Notes from the growth loop.
Practical field notes on acquisition, store performance, monetization and the systems connecting them. All articles
Why ASO and paid acquisition should share one feedback loop
The most expensive growth leak often happens between the ad click and the store page.
Read articleScale spend without losing signal quality
A practical framework for controlled campaign expansion.
Read articleThe metrics that make growth decisions clearer
Move beyond dashboards toward decision-ready measurement.
Read article
08 — Contact
Have a mobile product ready to scale?
Let’s discuss your product, growth opportunities, and the strategy behind sustainable mobile success.