Icebreaker cut CPI by 42% while installs stayed nearly flat.

Result at a glance

$1.03 → $0.60

CPI, March to June

42%

Lower CPI

44%

Less monthly spend

97%

Acquisition volume retained

The comparison uses two complete calendar months from the same managed account, with March indexed as the baseline below.

March versus June, normalized

March = 100. The index shows relative change without disclosing the app's absolute spend or install volume.

The account kept essentially the same acquisition volume with a much smaller budget. The result came from many small changes rather than one campaign reset.

What the agent actually did

The improvement came from continuous bid changes, negative-keyword additions, campaign pauses, keyword expansion, and budget adjustments. No single campaign reset accounts for the result.

Analytics and Apple Search Ads modules ran independently, so every optimization used fresh delivery data while reporting remained separate from account changes.

Scope and methodology

• Source: daily Apple Search Ads campaign reports stored by ASA Agent.
• Scope: only campaigns after ASA Agent's first successful action on each campaign; unrelated and pre-takeover activity is excluded.
• Comparison: two complete calendar months, March 1–31 and June 1–30, 2026. Percentages use unrounded source totals.
• This case evaluates paid acquisition efficiency. It does not claim that lower CPI alone proves higher revenue or profitability.