When regional spend looks healthy but audience quality is weak
Cheap installs from a province can still be a poor trade if those users never return. Here is what to inspect next.
Cost per install by region is only the first layer. Ask whether those users open the app again, complete the core action, and match the demographics you intended.
Look for mismatch between campaign geo targeting and where sessions actually land. Mis-tagged campaigns inflate the apparent success of a province that never truly received the spend.
Separate organic and paid within each region. Organic strength in one city can hide paid weakness—or the reverse—if you only view blended geo totals.
Bring product and media buyers into the same briefing. Geo audience performance tracking works when both sides agree which regions deserve creative tests versus a pause.