Nightly Cuts CPA 18% with Simulated iOS Attribution, Ranks Top 3 in Japan’s App Store

Introduction

Nightly is an AI-powered sleep app that uses neuroscience and monaural beats to enhance rest. By tailoring sound patterns to each pre-sleep state, it helps users fall asleep 16% faster, stay in deep sleep 51% longer, and wake up refreshed—reported by 81.5% of users. Trusted worldwide, Nightly has recently expanded into Japan, where iOS leads app growth and user spending.

Overview

Cutting CPA by 18% and Climbing to Japan’s Top 3

With Airbridge, Nightly gained the attribution clarity needed to scale in Japan’s iOS-heavy market. Using the simulated iOS attribution(Unattributed Conversion Analysis), the team uncovered hidden channel contributions, cut free trial CPA by 18%, and secured a 30% budget increase. At the same time, the app rose to #3 in the Health & Fitness category of Japan’s App Store, solidifying its position in a competitive market.

Challenges

Proving ROI and Securing Budget

Nightly faced a large volume of unattributed data, making ROI hard to prove and budget allocation uncertain. Without solid numbers, securing additional investment from leadership was nearly impossible, and the lack of evidence slowed both strategy and execution.

Limitations of SKAN Data

In Japan, iOS accounts for about 60% of the market—well above the global average. Apple’s App Tracking Transparency (ATT) policy further limited access to user-level data, making measurement even harder. SKAN data couldn’t fully capture channel-level contributions, and postback delays restricted visibility into daily trends. As a result, Nightly struggled to analyze performance and allocate spend effectively in Japan.

Solutions

Airbridge AI Assistant for Attribution Clarity

With simulated iOS attribution, Nightly redefined unattributed data to reveal true channel performance and organic contributions. Acting on these insights, the team cut free trial CPA by 18% and gained a clear view of each channel’s ROI. This clarity became the foundation for smarter budget allocation, faster decisions, and the proof needed to confidently expand spend.

Measuring iOS LTV with Confidence

In Japan, where iOS holds a dominant share, Airbridge’s MMP framework gave Nightly clear insight into the LTV and conversion impact of high-engagement users—enabling Japan-specific strategies and optimizations that SKAN alone couldn’t provide.

‍

Results

Airbridge turned Nightly’s unclear performance data into actionable insights, driving an 18% drop in CPA. More importantly, those insights drove action, not just analysis. With the right data, Nightly secured a 30% budget increase, fueling more aggressive campaigns and expansion plans. Airbridge bridged the gap between measurement and strategy, helping the team improve efficiency and build the confidence to scale. Ranking #3 in Japan’s App Store Health & Fitness category showed that data clarity goes beyond reporting—it’s the engine driving growth.