News from Tomorrow

The overlooked metric that determines your CPA

Most brands running Meta ads are watching the wrong metrics. Learn how to calculate incremental reach and what to do before performance starts to slip.

May 19

The Future of Mobile Growth in Africa: AGSA 4.0

You weren’t in the room, so we’re bringing the room to you. The essential guide to retention, AI gatekeepers, and the new rules of app growth in 2026.

May 8 • Praise Adio

April 2026

Was Showmax always going to fail? 🧐

Showmax built something real, something rooted, something that reflected the people it served. Then it shut down. What went wrong?

Apr 28 • Joy Badaaftu

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March 2026

This Is Why Your CPAs Keep Creeping Up 📈

Why your creative strategy has a blind spot and how Andromeda’s creative similarity metric is surfacing it.

Mar 25 • Joy Badaaftu

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Server-Side Tracking Explained: Better Data, Better Attribution, Better Growth 📈

Why your conversion data has a blind spot, and what to do about it.

Mar 10 • Joy Badaaftu

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February 2026

10 Social Media Myths We Really Need to Retire in 2026 🪦

Is the algorithm secretly out to get you? (And other social myths we need to retire)

Feb 27 • Joy Badaaftu

3

Installs Are Up. Retention Is Down. Now What? 🤔

A closer look at the shift from install-focused growth to retention-led strategy, from conversations at App Growth Summit Africa.

Feb 17 • Joy Badaaftu

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January 2026

How Incrementality Testing Can Rescue Your Marketing Spend 💰

What happens when you flip the switch? A guide to incrementality for the modern marketer.

Jan 23 • Joy Badaaftu

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So… Who Are You Really Marketing To Now? 👀

Humans, algorithms, or AI agents? A clear-eyed recap of 2025 and the new rules for 2026.

Jan 9 • Joy Badaaftu

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December 2025

Stop Judging Creatives by ROAS at First Sight 🙅🏾

The key metrics you shouldn’t ignore before deciding to cut a creative too soon.

Dec 10, 2025 • Joy Badaaftu

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November 2025

So… We’re Still Celebrating Installs? 👀

A straight-to-the-point recap of App Growth Summit Africa and the big shifts brands can’t ignore.

Nov 28, 2025 • Joy Badaaftu

6

Choosing SEO Keywords Just Got Easier (Thanks to This Framework)

keyword targeting is the backbone of every SEO strategy. But getting it right the first time is what truly sets you apart

Nov 10, 2025 • Joy Badaaftu

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