Day One was in June

Your first company monthly was called “Day One”. You presented it on your second day. Arrogant?

Probably a little. justtrack had been running for years at that point. Working product, real clients, an engineering team that knew exactly what it was doing. And the new guy walks in after 48 hours and puts Day One on the screen. I built that slide knowing how it might land. I used it anyway, because the alternative was pretending we were finished, and we are not.

What did it actually mean?

That the gap I had found was not in the market. It was in us. We had been operating like an internal team, and we are not one. We are a profit company. We do not get funded indefinitely by a parent, we earn our place. That was the uncomfortable slide of the whole deck, and it moved more than any strategy slide I have ever shown.

A month later you told the team why justtrack will win. Give us the short version.

The MMP market has reorganised by ownership and most of the industry has not fully processed it. Adjust belongs to AppLovin, the largest ad network in the space. AppsFlyer took a billion dollars from Meta, Google, Unity and Moloco, the exact companies it measures. There are excellent people at both. But independence there is either structurally impossible or written into contracts. Ours is structural. We own no inventory and hold no network stakes. There is nothing to renegotiate, because there is nothing to balance.

Why should a studio care about that in practice?

Because when your measurement partner and your biggest media seller are the same company, you are not buying measurement. You are buying a scoreboard kept by one of the players. Most of the time that is invisible. It becomes very visible the moment you need to know whether a channel actually works.

What had changed by September?

The platform is live with public pricing and a free trial. Billing runs. Every go-to-market role I wanted filled is filled. The new website is up and search impressions are up 69%. We are in certification processes with the major platforms. And the thing I did not plan for: studios started approaching us, several of them considerably larger than the ones we were pursuing. That is the clearest signal we have that the argument lands.

You have started saying MMP is the wrong word.

It is. Measurement is the entry ticket, not the product. What studios actually need is a system that tells them the truth about a portfolio: which users are worth acquiring, what a cohort is really worth, where the money goes. That is closer to an App Intelligence Platform than to an attribution tool. Gaming is where we built our depth, but it is our proof point, not our ceiling. Our first non-gaming enterprise evaluation is running right now and the conversation is word for word the same one. (More on why MMP is the wrong word.)

What is not working yet?

Our go-to-market motion is young. It began operating properly a few weeks ago, and it will take several quarters before it compounds the way it should. Onboarding has improved a lot and is still not where I want it. Awareness outside our niche is thin. I am careful with the word contender. The argument is strong. The scoreboard is not there yet.

You talk about the team a lot. Why does that belong in a business retrospective?

Because it is the mechanism, not the decoration. In July we did a scavenger hunt through Hamburg, a Mario Kart tournament, and a workshop where the whole company designed AI agents for our own clients. The evening ended at a brewery with a pub quiz and it is still the best night we have had together. In September a group ran XLETIX. Then we cleaned up the Stadtpark for World Cleanup Day. We are not a huge company and we are not trying to be. We are the right size: nimble, able to decide and act, and seriously professional at the craft. That only functions when people genuinely talk to each other, and days like those are how you build that.

How will you know whether any of this worked?

One number. At every conference between now and MAU Vegas in May 2027, we count how many people name justtrack unprompted when asked which MMPs they are considering. First count is PGC Nordics in Helsinki in October. It will be low. We will publish it anyway.

And 100 days in, personally?

It was a big decision, for my work and for my life, and I would make it again tomorrow. My July deck opened with an alarm clock going off, because that is how the whole summer felt. I still wake up with that energy, thinking about what we could be doing better for our clients and for this market. Day One was in June. We are past it. The rest is arithmetic.

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