Meditation Moments: 66% Reduction in Cost per Subscription

Overview

Meditation Moments has helped more than 1 million people around the world reduce stress, sleep better, and focus on more positive thoughts. As a leading meditation and mindfulness app, they rely on Apple Ads as a key acquisition channel.

With campaigns already in motion, the team was looking for greater clarity on where the budget was delivering the strongest results. As acquisition goals evolved, improving efficiency while continuing to scale became a key focus.

The Challenge

Meditation Moments had been steadily investing in Apple Ads and was ready to take performance to the next level. The team needed to address several key challenges:

• •Limited visibility: Unclear which budget allocations were driving the best results
• •High costs: Cost per subscription at €14 was limiting scale potential
• •Efficiency focus: Need to improve performance while scaling the channel

The Solution

Phiture implemented Catchbase, our proprietary Apple Ads optimization platform, to rebuild and optimize the brand campaigns. We analyzed keyword-level performance to surface opportunities and inefficiencies, then restructured the campaign around high-intent, high-return segments.

The Results

The new setup gave Meditation Moments the control and clarity they needed to scale with confidence, turning Apple Ads into a more reliable and efficient acquisition channel.

Apple Ads became one of the top-performing channels, delivering both growth and sustainability. With the right structure and optimization in place, Meditation Moments turned a slowing campaign into a scalable growth engine.

What Happened Next

Following the successful restructuring, Meditation Moments continued to leverage Catchbase for ongoing optimization. The improved visibility and efficiency enabled the team to make faster, more informed decisions about budget allocation and campaign strategy.

The dramatic reduction in cost per subscription while simultaneously increasing downloads demonstrated that with the right optimization approach, it's possible to achieve both efficiency and growth, not trade one for the other.