High CPA is a symptom
Apple reports install CPA. Subscription apps care about subscriber CPA. High Apple CPA often means wrong keywords, wrong match types, or bids above what trials can fund.
Fixes that work
- Pause keywords with spend > 2× max CPA and zero RevenueCat trials
- Move Search Match out of brand/category campaigns
- Add negatives from search terms report
- Tighten broad → exact on proven queries only
- Lower competitor campaign budget if trial quality is poor
- Recompute max bid after pricing or paywall changes