GhostMesh: accelerating install growth globally
Localized UA creatives and Cortex CPI optimization brought 2.1M installs while cutting cost per install by 52%.
Twelve-month rollout across regional cohorts
App acquisition, localization, creative rotation, retention cohorts
Country-level privacy rules and app-store attribution delays
Challenge
Crowded VPN market, high CPI
GhostMesh competed in a saturated app category where generic privacy messaging failed to differentiate paid user acquisition.
Campaigns ran in 40+ countries with inconsistent creative localization, inflating cost per install in tier-2 and tier-3 markets.
The growth team lacked unified reporting to compare organic uplift against paid installs across the App Store and Google Play.
Solution
Localized UA at scale with Cortex
Cortex Discover mapped competitor positioning and keyword gaps per market, feeding briefs into Content and Designer Agents.
Ads Agent shifted budget toward high-converting creative variants and dayparting rules tuned by install quality scores.
Server-side MMP data flowed into Cortex analytics, linking CPI trends to retention cohorts within the first seven days.
Process
Results
Volume with sustainable unit economics
GhostMesh reached 2.1M net new installs in twelve months and lowered CPI by 52%, while maintaining Day-7 retention above category median.
No public client quote is attached to this case yet, so we do not invent one.
Stack
Technology stack
- ●Cortex Discover & competitive intelligence
- ●Apple Search Ads, Google App Campaigns & Meta
- ●Adjust MMP with Cortex analytics layer
- ●Cortex Ads Agent for creative rotation