Audit checks / APP-WST-01

Keyword bringing no installs

A keyword with this many taps and not one install is not unlucky. Pausing it is reversible, and its budget goes to keywords that do.

Fires when: A keyword spent more than 2.0x CPA_t with at least 30 taps and no installs in 30 days.
What to do: Pause the keyword.
How the impact is estimated: waste = the keyword's spend with no installs over 30 days
Platform: Apple Ads
Severity: high
Looks back: 30 days
Default thresholds (a workspace can change them): min_taps: 30
spend_x_cpa: 2
Stays silent below: min_taps in 30 days
Autopilot: Never applied automatically.