We started Flowjat because we kept hitting the same wall as developers. You build something, you ship it, and then you have to get people to find it. For most of us that eventually means paying for ads, and that’s where things fall apart. Not because the products are bad, but because advertising assumes you already know how advertising works.
The problem we lived
We’re builders, not marketers. We opened an ad dashboard, picked a budget that felt reasonable, and pressed go. Then we sat in front of a wall of numbers: impressions, CPM, CTR, frequency, attribution windows. None of them answered the one question we actually had:
“Is this working, and what should I change?”
The one question no ad dashboard answered.
Worse, the ad platforms only ever showed half the story. They knew what we spent and how many clicks we got. They had no idea which of those clicks turned into an install, a subscription, or a renewal. So we did what every indie does: exported CSVs, glued them to our Stripe and RevenueCat numbers in a spreadsheet at midnight, and still ended up guessing. It was slow, stressful, and easy to quietly waste money on.
What we wished existed
We didn’t want another dashboard. There are plenty of dashboards, and they all expect you to be the expert who interprets them. We wanted something closer to a colleague who happens to understand ads, someone who looks at the numbers and the revenue behind them, then tells you, in plain words, what to do next.
That turned into three commitments for the product:
Tell us what to change, not just what happened. Advice in plain language, “here’s what to adjust and why,” instead of more metrics to decode.
Stay out of the way. Spending money on ads is stressful enough. The interface is deliberately quiet: no blinking alarms, no nudges designed to make you spend more.
Show real ROAS. Connect the ad platforms with the revenue tools developers actually use, like Stripe, Paddle, and RevenueCat, so you can see true return on ad spend, not just clicks.
Where we are today
We’ll be straight with you, because we’d want the same: Flowjat is early. It’s in active construction, and we’re building it alongside the developers and small teams who are its first users. The ad-platform and revenue-tool connections are being wired up and validated as we launch, not fully live for everyone on day one.
If you’re an indie developer or a small team trying to make sense of your ad spend, we’d genuinely love your input. It shapes what we build next. You can read more about who we are and why we’re building this, see which platforms we connect, or just start using it and tell us what’s missing.
The Flowjat team
Founder's note