User Acquisition for Apps: Strategies, Metrics, and Success

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 users who find genuine value in the app, remain engaged over time, and actively contribute to its growth.

These users fuel retention, enhance the app’s ecosystem, and drive monetization through in-app purchases, subscriptions, or consistent engagement. It’s not just about numbers but about the right users.

Without a focus on quality, those early uninstall rates can derail even the most promising app’s success story.

We’re REPLUG, a Berlin-based app marketing agency specializing in OEM marketing, paid user acquisition, ASO, tracking and analytics, and more.

Contact us today if you’re looking for expert solutions to promote your app and scale through mobile marketing.

What is User Acquisition, and Why Does It Matter for Apps?

User acquisition (UA) is attracting new users to a mobile app or game through various marketing activities. While app marketing primarily focuses on expanding the user base, UA targets high-quality users who will engage, retain, and contribute to the app’s long-term success through monetization strategies like in-app purchases or subscriptions.

With over 7 million apps on the iOS and Google Play stores, relying solely on organic traffic is not enough. A strong user acquisition strategy helps mobile apps stand out, ensuring app developers connect with their ideal target audience.

By implementing optimized UA campaigns, businesses can drive installs, improve user retention, and increase lifetime value (LTV).

Core Types of User Acquisition Strategies

App developers must utilize various acquisition channels to build a sustainable user base. Here are the core methods:

1. Paid Media Marketing

Paid user acquisition uses ad networks, social media platforms, and search engine ads to drive app installs.

Popular platforms include:

Meta (Facebook & Instagram)
Google (Search, YouTube, and UAC)
TikTok Ads

Common formats include banner ads, video ads, and influencer marketing collaborations. For instance, partnering with influencers can introduce apps to a highly targeted demographic.

Example: A fitness app uses a combination of TikTok ads and Google UAC to showcase engaging creatives, such as workout visuals, to attract potential users.

2. OEM Ads

OEM (Original Equipment Manufacturer) marketing involves partnering with device manufacturers to promote apps directly through mobile devices. It includes strategies like:

Dynamic Preloads: Apps are recommended during device setup based on qualifying questions.
Unboxing Experience: Ads shown during the setup process of a new smartphone.
Smart Folders and App Recommendations: Pre-installed folders and suggestions managed by the OEMs or carriers.
Game Launchers: Alternative app store placements, such as Xiaomi GetApps.
OEM Browsers: Default browsers on devices like Xiaomi or Oppo.

OEM marketing can significantly boost app installs by reaching users at a crucial touchpoint in their “device journey.”

Example: REPLUG partnered with Xiaomi to promote a ride-hailing app through device preloads, increasing high-intent installs in target regions.

OEM strategies provide clean, fraud-resistant traffic and are ideal for transactional apps.

Boost app installs with OEM strategies. Clean, fraud-free traffic through preloads and OOBE placements. Contact us now.

3. App Store Optimization (ASO)

ASO, often called SEO for app stores, involves optimizing app store listings to improve visibility and conversion rate.

Key elements include optimizing the app title, description, visuals, and keywords.

Example: REPLUG’s ASO services helped a client achieve a 512% visibility increase in the US app store.

4. Retargeting and Re-engagement

Retargeting campaigns focus on bringing back users who have uninstalled or become inactive.

Tools like A/B testing and attribution data can refine messaging for better results.

Challenges in User Acquisition and How to Overcome Them

While user acquisition campaigns are critical, they come with challenges:

1. Rising Costs

Paid media costs continue to rise, making ad spend optimization crucial.
Solution: Target the right audience to maximize ROAS and minimize customer acquisition costs (CAC).

2. Attribution Issues

Privacy updates on platforms like iOS make it harder to track user behavior accurately.
Solution: Use robust attribution tools to measure performance and refine UA strategies.

3. Ad Fatigue

Users often become desensitized to repetitive ads.
Solution: Regularly refresh creatives and test formats through A/B testing.

4. Fraud

Mobile ad fraud can skew metrics and waste budgets.
Solution: Partner with agencies like REPLUG that ensure clean, fraud-resistant traffic.

Measuring Success: Key UA Metrics to Track

Tracking performance is essential for optimization. Key metrics include:

Cost per Install (CPI): Measures the cost of acquiring a single install.
Conversion Rate: Tracks the percentage of ad interactions leading to installs.
Lifetime Value (LTV): Estimates the total revenue generated by a user over their lifecycle.
Churn Rate: Identifies the percentage of users who uninstall within a specific timeframe.
Return on Ad Spend (ROAS): Calculates the revenue generated compared to ad spend.

These metrics offer valuable insights into user acquisition campaigns, helping marketers adjust strategies for better results.

Tips to Optimize User Acquisition Campaigns

Optimizing UA campaigns involves continuous refinement:

Know Your Target Audience: Research demographics, preferences, and behaviors to deliver tailored messaging.
Leverage Creatives: A/B test various ad designs, visuals, and messaging to find the highest-performing options.
Refine App Store Listings: Ensure descriptions and visuals communicate your app’s value proposition effectively.
Utilize Data-Driven Strategies: Monitor KPIs and attribution data to identify successful channels and allocate budgets accordingly.

Scale your app with Meta, Google, and TikTok campaigns. High-ROI strategies that deliver real results. Let’s chat.

The Role of Onboarding in User Acquisition

Onboarding is a critical yet often overlooked aspect of user acquisition. It ensures that new users understand the app’s value proposition and features, reducing churn and increasing long-term retention.

1. Simplify the Onboarding Process

Avoid overwhelming users with too much information upfront. Use step-by-step guides or interactive tutorials.

2. Personalize the Experience

Tailor onboarding to user demographics or preferences. For example, a fitness app can ask users about their goals (e.g., weight loss or muscle gain) and customize the app’s interface accordingly.

3. Highlight Key Features

Showcase unique selling points during onboarding to ensure users recognize the app’s value immediately.

4. Encourage Early Engagement

Introduce features like gamification or rewards to motivate users to explore the app further.

A successful onboarding process directly impacts retention rates and the likelihood of users becoming active, long-term customers.

Why REPLUG is Your Partner for Effective User Acquisition

REPLUG is a full-service app marketing agency with expertise in OEM ads, ASO, and paid user acquisition optimization. Our tailored strategies have driven measurable success for apps across industries. For example:

Case Study: By optimizing ad spend and leveraging ASO, REPLUG helped a fintech app increase its ROAS by 230% while boosting LTV by 150%.

With partnerships in place and a focus on clean traffic, REPLUG ensures results-driven campaigns that maximize your app’s growth.

Increase app visibility and conversions. Optimize your store listings with REPLUG’s ASO experts. Reach out today.

Key Takeaways

User acquisition is essential for scaling apps and monetization.
Strategies include paid media, owned media, ASO, and re-engagement campaigns.
Challenges like rising costs and attribution issues can be mitigated with data-driven optimizations.
Measuring metrics like LTV, ROAS, and CPI ensures continuous improvement.
Onboarding plays a vital role in retaining users and reducing churn.
REPLUG’s expertise can elevate your UA campaigns for long-term success.

Contact REPLUG today to optimize your app marketing efforts and grow your user base with proven strategies.