Challenge
Scaling Meta Ads without visibility into which campaigns were actually efficient
Matiks was investing heavily in Meta Ads to drive installs for their math learning app. But as monthly spend crossed ₹13-15L, pinpointing which installs come from which specific campaigns, ad sets, and creatives were delivering installs at the best cost became challenging.
Without campaign-level CPI visibility, budget allocation can become guesswork. High-performing campaigns weren't getting the budget they deserved, while underperformers continued to eat into spend. While the overall CPI was high, the team needs granular data to systematically bring it down.
Solution
Campaign-level CPI attribution that turned optimization from guesswork into a system
By integrating Linkrunner as their attribution partner, Matiks gained real-time, campaign-level CPI tracking across all their Meta campaigns.
Campaign-level CPI visibility revealed exactly which of their 130+ campaigns were delivering installs efficiently — and which were burning budget.
Ad set and creative-level attribution helped the team identify not just winning campaigns, but winning creatives within those campaigns. UGC-format creatives emerged as clear winners, with the top UGC campaign alone driving 61,000+ installs.
Real-time optimization loop — with daily CPI data flowing into Linkrunner's dashboard, the Matiks growth team could reallocate budget weekly instead of waiting for end-of-month analysis.
Outcome/Impact
The Matiks team drove a 46% CPI reduction while scaling installs 65%
Armed with Linkrunner's granular attribution data, the Matiks team systematically optimized their Meta campaigns over three months — cutting CPI nearly in half while dramatically growing install volume.
Monthly CPI Breakdown
Month | Total Spend | App Installs | CPI (Cost Per Install) |
January 2026 | ₹14,53,114.58 | 65,045 | ₹22.34 |
February 2026 | ₹13,81,452.42 | 90,875 | ₹15.20 |
March 2026 | ₹13,06,764.63 | 1,07,625 | ₹12.14 |
The numbers tell a compelling story: the Matiks team managed to grow installs by 65% (from 65K to 108K) while simultaneously reducing total spend by 10% — resulting in a 46% drop in CPI from ₹22.34 to ₹12.14.
What drove the improvement
Budget reallocation to winners — the team identified that UGC ad creatives were vastly outperforming other formats and shifted budget accordingly. The top UGC campaign alone accounted for 23% of all installs.
Geographic targeting refinement — state-specific campaigns for Tamil Nadu, Gujarat, and Telangana delivered strong regional volumes at efficient CPIs, and early US test campaigns signaled international expansion potential.
Spend discipline — rather than simply spending more to get more installs, the team actively cut underperforming campaigns, bringing monthly spend down from ₹14.5L to ₹13.1L while installs continued to climb.
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?
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