What Is Mobile User Acquisition?

Mobile User Acquisition refers to the set of strategies and techniques aimed at acquiring new users for an app. It relies on a data-driven approach that combines paid advertising campaigns, organic strategies, and continuous optimization to improve return on ad spend (ROAS).

UA primarily relies on paid advertising, store visibility optimization, and viral marketing. For example, TikTok Ads has emerged as a powerful lever, generating an average conversion rate 30% higher than other platforms in verticals such as gaming and e-commerce.

Why Is Mobile User Acquisition Essential for App Marketing?

Without a well-defined UA strategy, an app struggles to reach critical mass and generate revenue. According to AppsFlyer, 80% of downloads originate from paid campaigns, demonstrating their critical role in app growth.

Effective acquisition accelerates growth by attracting qualified users while optimizing ad spend through A/B testing and automated bidding (RTB). Additionally, well-executed UA maximizes retention: a study by Localytics found that apps with an effective onboarding process see a 50% increase in their 30-day retention rate.

A recent AppsFlyer report indicates that app revenue has experienced extraordinary growth in recent years, particularly between 2023 and 2024.

Graphic from « Navigate the Priorities and Challenges Shaping App Marketing in 2025” by Appsflyer

Thus, implementing a mobile UA strategy constitutes a significant revenue source.

What Levers Should Be Activated for an Effective Mobile User Acquisition Strategy?

Marketers have several channels to drive acquisition:

• Social Ads: Meta (Facebook, Instagram), TikTok, Snapchat, and Reddit offer highly precise targeting. For example, TikTok Ads allows marketers to reach engaged audiences with an average cost per install (CPI) 20% lower than other platforms.
• Search Ads (ASA and Google Ads): Apple Search Ads (ASA) captures high-intent users, with conversion rates exceeding 50%.
• Programmatic and RTB: Platforms like Moloco and Liftoff enable large-scale inventory purchases while optimizing profitability through machine learning.
• Influencer Marketing: Many gaming studios integrate YouTube and Twitch content creators into their campaigns, generating engagement rates up to 10x higher than traditional ads (according to TikTok).
• Referral Marketing: Programs like Uber and Revolut’s referral initiatives show that users acquired through referrals have a 25% higher lifetime value (LTV) than those acquired via paid advertising.

Challenges in Mobile User Acquisition

Despite its opportunities, implementing an effective UA strategy presents several challenges.

User Churn

According to Adjust, 80% of users uninstall an app within seven days of installation. A well-designed onboarding process, personalized push notifications, and AI-driven re-engagement strategies help reduce churn.

Market Fragmentation

The diversity of devices and operating systems complicates user tracking. A solution is adopting a Customer Data Platform (CDP) to unify data and leverage advanced analytics models. Using a CDP can improve targeting accuracy by 30%.

Attribution and Omnichannel Tracking

With the implementation of App Tracking Transparency (ATT), marketers lost access to advertising identifiers (IDFA). As a result, direct attribution rates dropped by 40% on iOS. Strategies based on SKAdNetwork, incrementality measurement, and predictive modeling have become essential.

Rising Advertising Costs

With increased competition, the average CPI on iOS rose by 25% in 2023. To counter this, creative optimization is key: well-segmented video ads can improve ROAS by 60%.

Monetization

An effective UA strategy must be accompanied by a well-thought-out monetization approach. For example, apps that integrate a freemium model with in-app purchases see a 50% increase in their average revenue per user (ARPU).

Examples of Mobile UA Strategies

Paid UA Strategy on Social Media

An app launches an acquisition campaign on Meta Ads (Facebook & Instagram), TikTok, and Snapchat. After A/B testing different creatives (short videos, UGC, carousels), it identifies that short videos with dynamic CTAs achieve a CPI 20% lower than other formats. The next step is automating bids to maximize ROAS.

Hybrid Approach: Paid Acquisition + ASO

An app combines paid advertising (Apple Search Ads, Google Ads) with App Store Optimization (ASO). It optimizes its title, description, and visuals by incorporating keywords frequently searched by users. Result: organic conversion rates increase by 35%, reducing overall acquisition costs.

Retargeting and Re-Engagement Strategy

An e-commerce app implements a retargeting campaign through push notifications and programmatic ads to reactivate inactive users. By segmenting audiences (e.g., users who added an item to their cart but didn’t complete the purchase), it sends personalized messages with limited-time offers, increasing conversion rates by 40%.

Expansion via Influencer Marketing and UGC

An app leverages content creators to boost growth. By collaborating with niche influencers, it gains qualified organic traffic and a viral effect. Simultaneously, it encourages users to share content via social media challenges, increasing engagement rates by 50%.

Data-Driven and Automated Optimization

A UA team uses machine learning and automated bidding algorithms across multiple DSPs (Demand-Side Platforms). It segments audiences based on projected LTV and adjusts bids in real-time to maximize ROAS. This approach reduces acquisition costs by 25% while maintaining a high volume of qualified installs.

Key Concepts in UA App Marketing

To maximize campaign effectiveness, it is essential to master:

• LTV (Lifetime Value) and ROAS (Return on Ad Spend): These metrics assess the long-term profitability of acquired users.
• Attribution and SKAdNetwork Postbacks: Understanding how iOS post-ATT campaigns function.
• Bid Management Strategies and Dynamic Bidding: AI-driven automated optimization enhances campaign performance.
• Segmentation and Personalization: Adapting messages and offers to different audience segments maximizes conversion rates.

Conclusion

Mobile UA is an ever-evolving field, requiring deep expertise to maximize campaign effectiveness. With rising costs and new tracking restrictions, marketers must adopt an agile approach combining automation, innovation, and data-driven marketing.

The future of UA will be shaped by artificial intelligence, deep learning applied to ad bidding, and hyper-personalized creative optimization. Brands that master these tools will gain a competitive advantage in an increasingly saturated market.

By 2025, the mobile advertising market is projected to reach nearly $400 billion. Only brands that optimize their acquisition strategies will succeed in maximizing profitability.