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.
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).
App developers must utilize various acquisition channels to build a sustainable user base. Here are the core methods:
Paid user acquisition uses ad networks, social media platforms, and search engine ads to drive app installs.
Popular platforms include:
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.
OEM (Original Equipment Manufacturer) marketing involves partnering with device manufacturers to promote apps directly through mobile devices. It includes strategies like:
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.
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.
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.
While user acquisition campaigns are critical, they come with challenges:
Tracking performance is essential for optimization. Key metrics include:
These metrics offer valuable insights into user acquisition campaigns, helping marketers adjust strategies for better results.
Optimizing UA campaigns involves continuous refinement:
Scale your app with Meta, Google, and TikTok campaigns. High-ROI strategies that deliver real results. Let’s chat.
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.
A successful onboarding process directly impacts retention rates and the likelihood of users becoming active, long-term customers.
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:
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.
Contact REPLUG today to optimize your app marketing efforts and grow your user base with proven strategies.