Quick disclosure before we start: I use Airbridge’s Core plan for a few of my apps because it's exactly what I needed before committing. Roi is a friend, and there is a discount code for you at the end of this article! You know the drill. Brutally honest, that is the whole point of this newsletter.
Let’s dive in.
Here is how buying an MMP works if you are an enterprise: you talk to sales, sit through a demo, wait for the contract, sign a one or two year commitment for anywhere between $50K and $100K a year, wait for your CSM to onboard you, read the documentation, install the SDK, and somewhere between week six and month two you finally see your first attributed install.
That was fine when apps took a year to build. It is completely broken now.
AI changed the math on shipping apps. According to a16z, the number of new apps hitting the market grew at least 60% year over year. Solo founders and two-person teams are shipping subscription apps in days, not quarters. They need paid UA immediately because organic is dead, and distribution is the moat. And to run paid UA properly, they need measurement.
But the measurement industry was still selling like it was 2018. Multi-year contracts, sales calls, and two-month onboarding. For a founder who expects an AI image tool to deliver in two minutes, that is not a product; that is a hostage negotiation.
I sat down with Roi Nam, CEO and founder of Airbridge, at MAU to talk about exactly this. Airbridge has been an MMP for 10 years, classic sales-led motion the entire time. Core Plan is their first self-serve product, and it is built for a very specific person: a small team (one to twenty people), running paid ads mostly on Meta, Google, Apple Search Ads, and TikTok, somewhere below $10M ARR. Primary target: subscription apps, especially the AI-native wave.
The honest framing: this is not a stripped-down demo designed to force you into an upgrade call. Roi told me directly that most PLG products from sales-led companies are lead gen machines in disguise. Core Plan is designed so you can stay on it as long as it fits. You upgrade to Growth when you genuinely outgrow it, around the point where you need custom events, Meta CAPI, non-SAN networks like Unity or ironSource, or fraud detection. Until then, everything core is in the box: all standard events including Start Trial, Subscribe and Unsubscribe out of the box, the four channels where 80 to 90% of early-stage ad spend actually lives, cohort analysis, SKAN, audience creation and sync, deeplinking with custom domain tracking links, and up to two third-party integrations (RevenueCat, Adapty, Amplitude, Mixpanel, GA4, Braze and friends).
For a subscription app, that Trial to Subscribe conversion visible by channel is the entire game. That is the question you are actually asking every morning: are my paid ads turning into subscribers, and which channel is doing the work.
Here is where it gets interesting, and where I have to correct something from our own podcast episode. When we recorded, Core Plan pricing was based on attributed installs. Since then, Airbridge changed the model. It is now based on data points.
Current pricing: 30-day free trial, no credit card. After that, a $40-a-month base fee covers your first 500,000 data points, then $0.0001 per data point beyond that. One data point equals one event your app sends. No annual contract.
Why this matters more than it sounds: with install-based pricing, every install costs you the same whether you track everything or almost nothing. With data-point pricing, you control the bill by controlling which events you send. Track only the key events that matter for your campaigns and the plan stays extremely cheap while you scale spend. That is a fairer deal for the marketer, and honestly a rare case of a vendor changing pricing in the customer’s favor. Credit where due.
$40 a month versus $50-100K a year for an enterprise MMP. That is not a pricing tier, that is a different universe.
Everyone talks about signal engineering. Conference talks, LinkedIn gurus, the works. Then you ask the founders who have actually implemented it, and the room goes quiet.
💪The 2026 Modern UA protocol: What you SEND is what you get
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Feb 8
I was thinking who this is for and how the UA is changing. The Modern UA is different. I will show you what skills current UA managers need and what is important to follow. UA in 2026 isn’t about targeting Sharon, who likes candles or does yoga. It’s about building a machine that tests 20 ads, kills 17, and scales the 3 that print money.
The classic example: around 20% of impulsive subscription purchases get canceled within 20 to 30 minutes. If you fire that purchase event to Meta and Google instantly, you are teaching their algorithms to find you more impulsive cancellers. What you send is what you get. Full stop.
Airbridge recently shipped a feature called Signal Hold that handles this for you. It holds your free trial and subscription events until a designated timeframe, so cancellations that happen in between never pollute the signal you send to the platforms. No custom backend, no engineering project. One real result Roi shared: a sleep tracking app in Japan, number one in its category, cut CPA by 27% just by removing impulsive cancellations from the signal. Twenty-seven percent from one toggle-level tactic. That is the gap between talking about signal engineering and doing it.
I was skeptical about the “hours not weeks” claim, because I have lived through enough MMP onboardings to have trauma. But Airbridge built an MCP and an AI pilot into the product, so you can install the SDK from Claude Code or your dashboard with the AI walking you through taxonomy and code placement. Their current stats: the average advertiser gets the SDK installed and running in under two hours. For context, their conservative enterprise onboarding timeline is two months.
And yes, I actually use Core Plan for my own apps. Not a hypothetical endorsement. I do not want to care about the Facebook SDK versus whatever else; I want one SDK, ROAS, and cohort analysis, I do not get inside Ads Manager, and the freedom to experiment across channels without signing a 12-month contract to find out if something works. My apps are nowhere near $10M ARR, so I will be sitting comfortably in Core Plan for a while.
Is the Core Plan for everyone? No. If you are running Unity, ironSource or Mintegral, you need Growth. If you are a mid-core game spending seven figures a month, this is not your product, and it does not pretend to be.
But if you are a small subscription app team running Meta, Google, ASA and TikTok, and your current “attribution setup” is squinting at Ads Manager and hoping, this is the most sensible entry point into real measurement I have seen. The trial costs you nothing, the SDK costs you an afternoon, and the ongoing cost is less than what most of you spend on coffee for the team.
If you want to try it, use this link: https://abr.ge/xqaqqlu and enter code Matej26 when you add your payment method under Settings > Plan & Usage.
It takes 20% off the base fee, so $32 a month instead of $40.
The code is valid for 90 days from issuance, so do not sit on it forever.
That’s it. Give me some love (or hate) & subscribe.
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