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CTR 与安装转化，再回调出价。",{"children":498,"direction":19,"format":15,"indent":13,"type":28,"version":18,"textFormat":18,"textStyle":15},[499,501],{"detail":13,"format":18,"mode":14,"style":15,"text":500,"type":17,"version":18},"创意多久刷新一次？",{"detail":13,"format":13,"mode":14,"style":15,"text":502,"type":17,"version":18},"   视花费与品类而定，但要把刷新做成日历习惯——别等 CPI 已经坏了再急救。","root",{"id":505,"alt":506,"updatedAt":507,"createdAt":507,"url":508,"thumbnailURL":19,"filename":509,"mimeType":510,"filesize":511,"width":512,"height":513},1294,"muvloom inspiration r26b-47","2026-10-20T10:06:35.315Z","https://cms-r2.deepclick.com/r26b-47-ac61366f9a48.jpg","r26b-47-ac61366f9a48.jpg","image/jpeg",291592,1145,1374,{"title":515,"description":516,"image":517},"怎么降低 CPI：8 个应用安装杠杆（2026）","学习怎么降低 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         class=\"\"\n          style=\"\"\n          value=\"3\"\n        >退款、作弊或错误归因是否扭曲了分子/分母\u003C/li>\u003C/ul>\u003Cp>把 CPI 当\u003Cstrong>投放交付\u003C/strong>指标，并与 D1/D7 留存、激活成本、早期 ROAS / LTV 一起看。从不打开的 $2 安装，往往比会试用并付费的 $8 安装更贵。\u003C/p>\u003Cp>延伸阅读：\u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/what-is-roas-in-advertising/\">广告里的 ROAS 是什么\u003C/a> 与 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/how-to-calculate-roas/\">如何计算 ROAS\u003C/a>。\u003C/p>\u003Ch2>降 CPI 前先做诊断\u003C/h2>\u003Cp>每个渠道放大预算或大幅砍价前，先过一遍：\u003C/p>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>创意衰减\u003C/strong> — CTR / 前几秒完播掉、CPM 却平稳：多半是疲劳，不是「渠道突然变贵」。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>点击→安装断裂\u003C/strong> — CTR 好但安装转化差：商店页、权限弹窗、地区/机型错配或承诺过度。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>受众污染\u003C/strong> — 老用户、卸载用户、内部账号仍在投放池，花钱却几乎无新增。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>事件 / MMP 延迟\u003C/strong> — 安装回传晚或丢，平台会学错优化信号。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >\u003Cstrong>地区与版位结构\u003C/strong> — 便宜库存常伴随更低意向；综合 CPI 好看、质量却塌。\u003C/li>\u003C/ol>\u003Cp>导出版位、年龄、系统与创意报表，先停掉明确浪费，再给赢家加预算。\u003C/p>\u003Ch2>真正能动 CPI 的创意杠杆\u003C/h2>\u003Cp>在 Meta、TikTok、Google 应用广告与多数 UA 网络上，创意就是拍卖输入。开头弱，有效 CPI 会抬高，哪怕目标出价没变。\u003C/p>\u003Cp>实操要点：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>前 2–3 秒给钩子\u003C/strong> — 先给痛点、幻想或证据，别先放漫长 Logo。详见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/ad-hook-first-3-seconds/\">广告前 3 秒钩子\u003C/a>。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>测概念，别只改颜色\u003C/strong> — 换痛点、利益点、达人人格或玩法爽点；五条几乎一样的微调等于一次带噪声的测试。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>承诺与商店页一致\u003C/strong> — 高 CTR + 低安装转化，常见是广告吹过了、商店页接不住。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>按节奏刷新\u003C/strong> — 定期换掉尾部素材；命名按「概念族」管理，方便对比，而不是一堆随机文件名。\u003C/li>\u003C/ul>\u003Cp>制作流程与格式选择见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/ad-creative-production-tips/\">广告素材制作技巧\u003C/a>、\u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/thumbnail-optimization-for-ads/\">广告封面优化\u003C/a>、\u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/static-vs-video-ads-performance/\">静态广告 vs 视频广告效果\u003C/a>。卖安装理由的文案结构见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/ad-copywriting-for-performance-ads/\">效果广告文案怎么写\u003C/a>。\u003C/p>\u003Ch2>商店页与落地承接\u003C/h2>\u003Cp>安装转化率是 CPI 公式的一半。继续买点击前先修目的地：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>首屏截图 / 预览\u003C/strong> — 用白话展示核心结果，最强画面放第一位。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>评分治理\u003C/strong> — 星级过低会伤转化，也会在部分渠道影响质量分。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>定制 / 变体页\u003C/strong> — 如 Apple Custom Product Pages，可按关键词或创意主题对齐商店故事。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>权限与加载\u003C/strong> — 首开慢、权限弹得太凶，会抬高「看起来像高 CPI」的流失。\u003C/li>\u003C/ul>\u003Cp>ASO 与付费 UA 共用同一商店页。自然量转化好，也会用「零成本安装」拉低\u003Cstrong>综合\u003C/strong> CPI。\u003C/p>\u003Ch2>受众、地区与出价卫生\u003C/h2>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>排除\u003C/strong> — 已转化用户、在订用户、已知作弊簇，避免重复付费。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>类似 / 价值受众\u003C/strong> — 有量之后，用激活或付费用户做种子，优于只用「装过的人」。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>地区拆分\u003C/strong> — 高 LTV 与低 LTV 国家分开；一个混合目标 CPI 往往亏待好地区、惯坏差地区。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>优化深度\u003C/strong> — 学习期可优化安装；周转化够了再下沉到注册、试用或付费。略高一点的 CPI，若激活更好，单位经济通常更划算。\u003C/li>\u003C/ul>\u003Cp>若平台 tCPI / 目标 CPA 与数仓 CPI 偏离，先查追踪丢失与来源超报，再断定出价错了。\u003C/p>\u003Ch2>让「降低 CPI」算数的测量规则\u003C/h2>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >MMP、平台、BI 共用同一安装定义（含重装政策）。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >周对比时统一时区与点击/展示归因窗。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >作弊与无效流量过滤每周同一套。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >报表上 CPI 旁必须有激活率与 D7 留存——别单独甩一张「更低了」。\u003C/li>\u003C/ol>\u003Cp>归因噪时，用「新激活用户综合成本」做校验，避免只在某一个围墙花园里看起来便宜就加量。\u003C/p>\u003Ch2>每周操作闭环\u003C/h2>\u003Cdiv class=\"lexical-table-container\">\n        \u003Ctable class=\"lexical-table\" style=\"border-collapse: collapse;\">\n          \u003Ctbody>\u003Ctr class=\"lexical-table-row\">\n        \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 步骤 \u003C/p>\n      \u003C/th>\n    \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 动作 \u003C/p>\n      \u003C/th>\n    \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 成功信号 \u003C/p>\n      \u003C/th>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 1 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 停尾部创意 / 版位 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 浪费花费下降且量未断崖 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 2 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 上 2–3 个新概念 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 至少一个打赢对照 CTR 或 CPI \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 3 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 修头部地区商店摩擦 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 安装转化率周环比上升 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 4 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 收紧排除与地区拆分 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> CPI 稳或降，留存不掉 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 5 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 复盘优化事件深度 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 激活成本改善 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>每周重复。若 CPI 只因买了更低意向库存而下降，是假胜利——用留存与早期收入抓住它。\u003C/p>\u003Ch2>FAQ：怎么降低 CPI\u003C/h2>\u003Cp>\u003Cstrong>最低 CPI 一定最好吗？\u003C/strong>   不是。要优化「有价值的安装」。从不激活的便宜安装，只会美化虚荣效率。\u003C/p>\u003Cp>\u003Cstrong>CPI 飙升就要砍预算吗？\u003C/strong>   先诊断。疲劳与商店转化差要修创意/商店；去掉浪费或质量崩了再砍量。\u003C/p>\u003Cp>\u003Cstrong>降出价一定降 CPI 吗？\u003C/strong>   常常先掉量，还可能恶化结构。先抬 CTR 与安装转化，再回调出价。\u003C/p>\u003Cp>\u003Cstrong>创意多久刷新一次？\u003C/strong>   视花费与品类而定，但要把刷新做成日历习惯——别等 CPI 已经坏了再急救。\u003C/p>\u003C/div>","https://deepclick.com/zh-CN/resources/blog/how-to-lower-cpi",{"en":540,"zh-CN":540},[565],{"id":71,"title":566,"site":567,"image":569,"mobileImage":578,"targetUrl":587,"enabled":536,"postDateFrom":588,"postDateTo":589,"updatedAt":590,"createdAt":591},"2026.10.20 Jakarta summit (deepclick)",{"id":18,"key":519,"name":520,"prodHost":521,"testHost":522,"blogPath":523,"docPath":524,"zhPrefix":525,"deployHookTest":526,"deployHookProd":527,"brandAuthor":66,"brandKit":568,"enabled":536,"updatedAt":537,"createdAt":538},{"logoLight":19,"logoDark":19,"primaryColor":533,"accentColor":534,"tagline":535,"wechatName":19,"xhsHandle":19,"wechatQr":19},{"id":570,"alt":571,"updatedAt":572,"createdAt":572,"url":573,"thumbnailURL":19,"filename":574,"mimeType":546,"filesize":575,"width":576,"height":577},1069,"TrafficTalking Jakarta summit 2026.10.20 (zh)","2026-09-04T10:44:19.548Z","https://cms-r2.deepclick.com/traffictalking-jakarta-banner-zh-aa032503f69b.png","traffictalking-jakarta-banner-zh-aa032503f69b.png",1128551,2000,377,{"id":579,"alt":580,"updatedAt":581,"createdAt":581,"url":582,"thumbnailURL":19,"filename":583,"mimeType":546,"filesize":584,"width":585,"height":586},1071,"TrafficTalking Jakarta summit 2026.10.20 (mobile-zh)","2026-09-04T10:44:29.391Z","https://cms-r2.deepclick.com/traffictalking-jakarta-banner-mobile-zh-372fe26c1a2d.png","traffictalking-jakarta-banner-mobile-zh-372fe26c1a2d.png",649961,1200,400,"https://luma.com/g4tnhetc","2026-09-03T00:00:00.000Z","2026-10-04T00:00:00.000Z","2026-09-22T01:42:15.402Z","2026-09-04T10:45:03.031Z",1793933268787]