Unroll.me · Email management app · Performance-based paid media · 2026
How Unroll.me reached 7M+ installs at a competitive blended CPA
Utility apps live and die on cost per install. There is no premium to charge for inbox cleanup.
7M+
app installs
across iOS and Android
The results, up top — every number is in the strip below
7M+
app installs
iOS and Android combined
$3M+
paid media budget
app promotion campaigns
40+
creative assets tested monthly
continuous challengers
8
creators each month
rotating creative voices
Blended CPA
held competitive
while volume scaled
01 — The challenge
Scaling installs for a utility app with thin unit economics.
Unroll.me is a free utility, which means acquisition cost has to stay low in absolute terms rather than being justified by a high order value.
At $3M+ in app-promotion budget, small CPA differences compound into large numbers.
“There is no clever margin story here. Either the install is cheap or the whole model stops working.”
So creative testing volume was used to hold blended CPA down as spend scaled.
02 — Our approach
40+ new assets tested monthly with 8 creators a month.
Eight different creators produced content each month, with 40-plus unique creative assets tested monthly — a steady rate of challengers rather than occasional refreshes.
That sustained testing supported more than 7 million combined iOS and Android installs on a $3M+ app-promotion budget at a competitive blended CPA.
03 — What we did
What the campaign actually consisted of.
The working parts behind the Unroll.me numbers above.
8 creators monthly
Fresh voices on a schedule
A monthly creator rotation kept the creative pool from narrowing.
Creator asset grid
40+ assets tested monthly
Challengers, continuously
New assets entered testing every month rather than at campaign boundaries.
Testing schedule output
iOS and Android
Both platforms measured
Installs are reported combined across both platforms, as the account tracked them.
Reported campaign metrics
$3M+ budget
Blended CPA held
Blended cost per acquisition stayed competitive at multi-million spend.
Reported efficiency metrics
The stack we ran it on
Meta Ads Manager
Paid social
TikTok Ads Manager
Paid social
Creator sourcing
Casting
Spark Ads & whitelisting
Amplification
Frame.io
Creative review
Canva
Creative
GA4
Analytics
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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