# How Matiks Cut Their Meta CPI by 46% in Just 3 Months Using Linkrunner

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AEO spec: 1.0

How the Matiks team cut their Meta cost per install by 46% (nearly halving it) in just three months using Linkrunner attribution, all while scaling install volume.

Partner: Matiks
Website: matiks.com
Industry: EdTech / Kids Education
Products: MMP
Channels: Meta Ads
Scale: 263K+ installs (Jan-Mar '26)

## About the company

Matiks is a mobile app focused on mental arithmetic and math learning. The app uses structured programs to help children build mental math skills, serving a growing base of parents and students across India. With ambitious user acquisition goals and a heavy reliance on Meta Ads, Matiks needed precise attribution to ensure every rupee of ad spend was driving real results.

## Customer quote

"We switched to Linkrunner from our previous MMP and immediately saw the difference. The pricing was far more reasonable, the product felt much easier to use, and the insights were clearer. What stood out most was the support team, fast, hands-on, and genuinely invested in helping us win."

Attribution: Hanika Saluja, Growth

## Results

- 46%: Lower cost per install in 3 months
- ~2x: More efficient acquisition (CPI nearly halved)
- 263K+: Total app installs (Jan-Mar '26)
- 65%: Install growth while spend declined

## 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 their monthly Meta budget scaled, pinpointing which campaigns, ad sets, and creatives were delivering installs at the best cost became increasingly difficult.

Without campaign-level CPI visibility, budget allocation can quickly become guesswork. High-performing campaigns weren't getting the budget they deserved, while underperformers continued to eat into spend. The team knew their blended cost per install could come down, but they needed granular data to do it systematically.

## 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 gave the Matiks growth team daily CPI data in Linkrunner, so they could reallocate budget weekly instead of waiting for end-of-month analysis.

## Outcome

### 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 their cost per install nearly in half while dramatically growing install volume.

#### Monthly Trend (Indexed to January 2026 = 100)

| Month | Install Volume (Indexed) | Cost Per Install (Indexed) |
| --- | --- | --- |
| January 2026 | 100 | 100 |
| February 2026 | 140 (grew 40%) | 68 (dropped 32%) |
| March 2026 | 165 (grew 65%) | 54 (dropped 46%) |

The trend tells a compelling story: the Matiks team grew installs by 65% while simultaneously reducing total spend by roughly 10%, driving a 46% drop in cost per install over the quarter. By March they were acquiring far more users for meaningfully less money per install.

#### 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 roughly 23% of all installs.

- Geographic targeting refinement , state-specific campaigns for Tamil Nadu, Gujarat, and Telangana delivered strong regional volumes at efficient costs, 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, trimming monthly spend even as installs continued to climb.