USER ACQUISITION Archives - REPLUG - Full-Service Mobile App Marketing Agency

22 May

+40% CPA Drop, +5X Install Rise, and One Rule: Don’t Stop Testing

By Tugce Karakurum

Subscription apps often hit a wall when trying to scale paid user acquisition. CPAs rise. Creatives fatigue.And expanding into new regions feels like lighting a budget on fire. But here’s what we’ve learned at REPLUG: Scaling UA sustainably is …

12 Mar

AI UGC Videos in App Marketing: Benefits, Challenges, and Best Practices

By Denis Otrjachnin

Imagine launching a high-performing ad campaign—without the usual delays of UGC sourcing, talent management, or production costs. AI-generated user-generated content (UGC) is making this a reality, reshaping digital advertising, particularly for mobile and app marketers. With the ability to create …

27 Feb

How OEM Ads Can Drive Massive App Growth During Ramadan 2025

By Jovana Stanković

Ramadan is one of the most significant periods for mobile engagement across MENA and other predominantly Muslim regions. With shifts in daily routines, consumer behaviors also evolve—people spend more time online at night, engage in increased shopping for Eid, and …

07 Feb

User Acquisition for Apps: Strategies, Metrics, and Success

By Jovana Stanković

Did you know that nearly 50% of Android apps are uninstalled within the first 30 days? This alarming statistic underscores the importance of acquiring users and the right users. Simply driving downloads is no longer enough; businesses must attract high-quality …

17 Jan

TikTok SMART+ Campaigns vs. ROAS Campaigns: A Performance Breakdown

By Denis Otrjachnin

TikTok continues to offer new solutions for app marketers. One of their latest features, SMART+, uses automated optimization to enhance campaign performance. Recently, we tested TikTok’s SMART+ campaign against a traditional ROAS-optimized campaign for a dating app with in-app purchases …

27 Sep

Why OEM Ads Deliver Clean, Fraud-Resistant Traffic for Apps

By Luca Mastrorocco

Today, fraud remains a big challenge in app marketing, with app install fraud reaching alarming levels. According to AppsFlyer, fraud exposure in the app market has grown by 40% in recent years, costing the industry an estimated $5.4 …

19 Sep

Mobile Application Launch: Combining ASO and Paid UA

By Luca Mastrorocco

For the mobile application launch to be successful, you must consider combining ASO and Paid UA activities. With about 6 million mobile applications available in the two major Stores, getting users’ attention when launching a new mobile app has …

13 Sep

Driving Sales for Small Shopping Apps: The Power of Social Media Marketing

By Lorenzo Rossi

In the world of shopping apps, small businesses must focus on the power of social media marketing. With millions of active users across various social media platforms, small shopping apps have an opportunity to increase brand awareness, foster brand loyalty, …

22 May

How to Promote a Dating App in 2024: Organic and Paid Strategies

By Lorenzo Rossi

The dating app market is undoubtedly one of the most challenging to face in 2024, as shown by the currently available options (more than 1,500 apps) and the already engaged users (around 349 million people). Generalist apps such as …

17 May

Maximizing App Growth with OEM Apps and Ads

By Jovana Stanković

Traditional channels like Meta and Google are becoming more expensive and less effective. CPAs are rising. Competition is fierce. And retention? A constant struggle. That’s why top-performing UA teams are turning to a smarter lever—OEM apps and ads…