User Acquisition Explained

Definition, Objectives, and KPIs

User acquisition refers to the process of adding new users to a mobile application through various marketing and advertising efforts. The primary goal is to get quality users who engage with the application over time and bring in long-term value and revenue. KPIs used to measure user acquisition include Cost Per Install (CPI), Click-through Rate (CTR), Customer Acquisition Costs (CAC), User Lifetime Value (LTV), and Return on Ad Spend (ROAS).

Strategies for App Marketing

Introduction, Planning, and Execution

A mobile app marketing strategy begins with planning and following through with a comprehensive acquisition, retention, and monetization strategy. It all starts with audience insights, clear objectives for a campaign, and breaking down the specific marketing channels to be used. From pre-launch buzz to post-launch campaigns, offering a well-rounded strategy ensures continuous user growth and engagement.

Planning for a successful app launch campaign is as crucial as any other marketing campaign. Key activities include market research, creating a pre-launch marketing plan, working with relevant influencers, developing ad creatives for testing, and creating media buzz. After launch, it's vital to check user feedback and evolve strategies accordingly.

App Marketing Services

Where to Look, What to Look For

The best mobile app marketing businesses understand that user acquisition requires precise marketing initiatives, focused on platforms that are most likely to give you a positive return on ad spend (ROAS) quickly and efficiently. These plans typically include ASO (App Store Optimization) services and ad campaigns for user acquisition. Making the right choice among service suppliers requires understanding their methodologies and matching their specializations with the specific industry your app is in.

Organic User Acquisition

Techniques, Benefits, Challenges

Organic user acquisition involves attracting users without paid promotions. This includes ASO, content marketing, and social media marketing. Although these options may seem more affordable, they require a significant amount of content published regularly. These strategies often require consistent effort over a long period without an immediate ROI.

Paid Media (Ad Campaigns)

Meta, TikTok, X (Twitter), Snapchat, & Google

Paid advertising is the most powerful use case for user acquisition because it offers advanced targeting options for app marketers to reach their exact demographic through almost all social media platforms, Google, and Apple. While ad spend can be expensive, you get direct feedback on what ad creative and messaging works through strategic A/B testing and constant optimization of campaigns to achieve a positive return on ad spend (ROAS).

Top Performing Ads

The best ads for mobile applications have engaging visuals, are easy to understand, have straightforward call-to-actions (CTAs), and are relevant to the targeted audience. Other strategies include A/B testing and retargeting to improve the ad's performance and gain the highest percentage of conversions at the lowest cost per acquisition (CPA).

Campaign Structure

Optimizing your campaign structure for any ad platform requires constant review, updates, and iteration. As every provider’s (Meta, Google, etc.) ad platform changes, so does your optimization method. These variables can change frequently, including campaign objectives (in-app events), ad formats, targeting parameters, budget structure, and analyzing results.

Meta Campaigns

Developing a Meta marketing campaign involves audience knowledge, setting specific goals, and writing compelling messages. Its success requires analyzing ad performance and adjusting your strategy based on what visuals, copy, and CTAs most engage your target audience. Further optimization through specific in-app actions can ensure the users you acquire, and install the app, have the highest potential Lifetime Value (LTV).

TikTok Campaigns

TikTok is an important platform for acquiring users if your target audience is a younger demographic. Brands create short, engaging videos, telling stories that capitalize on trending content. Content on this platform typically experiences ad fatigue quickly, meaning users lose interest, resulting in a declining click-through rate (CTR), lower engagement, and increasing cost per click (CPC). To counteract this, update content frequently and run A/B tests with content similar to what previously performed well.

Snapchat Campaigns

Snapchat offers unique ad opportunities for user acquisition. Ads on Snapchat are typically more engaging with augmented reality features and interactive filters. While sometimes tougher to implement, once you find an ad that engages your audience, the chances are high that it will provide a higher click-through rate (CTR) and ROAS than other platforms.

Measuring Success in App Marketing

The success of marketing your mobile app is measured through install rates, user retention, and users’ lifetime value (LTV). To fully understand the effectiveness of your paid user acquisition channels, you will need the help of a Mobile Measurement Partner (MMP). These platforms allow you to target specific in-app events, measure users’ LTV, and optimize your return on ad spend (ROAS) by targeting the highest value users for your app—those with the highest engagement, retention, and LTV.

Conclusion

Having a robust user acquisition strategy is crucial for gaining a competitive edge in the mobile app market. By leveraging App Store Optimization (ASO), you can improve your app's visibility and ranking, making it easier for potential users to discover your app organically. Additionally, investing in paid media enables you to target and reach high-quality users who are more likely to engage with and continue using your app..

To ensure continuous growth and competitiveness, it's vital to regularly measure and optimize your marketing efforts. This involves analyzing user acquisition metrics, such as cost per install (CPI) and return on ad spend (ROAS), while making data-driven adjustments to your campaigns. By staying proactive in your optimization efforts, you can enhance your app's performance, increase user retention, and ultimately achieve sustained success in a crowded marketplace.