What are the UA strategies that every app needs and the most common challenges?

Updated: May 10

User acquisition or UA is the process of attracting new customers to your product or service. Every single business needs to attract new customers for maintaining the growth of their business. Therefore mobile marketers work towards optimizing their user acquisition using different marketing channels to increase sales but creating a user acquisition strategy that actually works can be tricky given the various platforms and tools that there are out there at your disposal in the market. In this article, we are going to go through the most fundamental user acquisition strategies for every app and what are the common challenges when you are setting up a strategy to grow your app.


user acquisition strategies

The UA strategies below are the ones most used by the experts in mobile marketing, they are essential for every app's growth:


App store optimization (ASO): ASO refers to the process of optimizing an app listing on a marketplace such as the App Store or Google Play Store. The goal of ASO is to rank for target keywords that users are already searching for and make the app easily discoverable. Examples of ASO include optimizing the app’s description, visuals, and title in order to attract visitors and convert them into users. The primary challenge when it comes to ASO is finding the right keywords that will attract users. This can be difficult because there are many factors involved, including what other apps are ranking well for similar keywords, how competitive they are, and how your own app compares to those already available on these marketplaces. But having a good ASO is most definitely an underrated strategy of UA, the number of new users can skyrocket if you are ranking well for a new trending keyword in the market, so put a lot of effort into it.


Paid user acquisition: This marketing strategy focus on media channels and mobile ad networks to display your app ad and encourage new users to click on it and download your app. But to have an effective paid acquisition strategy you need to track the performance of each media platform you are running your campaign on to compare and see what type of optimization is being needed or even if the media is reaching users that are valuable to your app. Metrics such as CTR, conversion rate, cost per install, cost per action, and ROAS are vital when it comes to creating a successful paid user acquisition strategy.


Organic channels: To grow organically, you need to make sure that people know about your app and what it does. That's why it's important to build a website or landing page for your app—this will help you build credibility with potential users. You can also promote your app through social media channels like Facebook and Twitter. Organic channels can be a very effective and cost-efficient way to drive app user acquisition.


Influencer Marketing: Influencer marketing is a powerful tactic that marketers can use to reach their audience and increase brand awareness. By working with an influencer to recommend your product or service, you can increase your credibility and make it easier for users to trust you. One of the most important things to remember when using this strategy is that it’s essential to find an influencer who matches your brand values and target market.


PR & Press Coverage: A successful PR campaign will help you get your app noticed by both industry experts and potential users alike. A good PR strategy includes identifying key influencers who can help you spread the word about your app through their own social media channels.


Referrals & Invites: Referrals are powerful because they help you reach more users with less effort. In addition to providing incentives for users to share your app with their networks, they introduce your app to potential users in a way that builds trust. This is an important factor when it comes to user acquisition strategy because it lowers customer acquisition costs while also increasing awareness of your product or service.


User acquisition is a complex process that requires a deep understanding of the product, target audience, and market. In addition, the mobile marketing industry changes quite fast in terms of technology and new policies. There are several reasons why some strategies of UA tend to fail and the most common challenges you will face setting up a successful UA are the following ones:


  • Advertising costs. The ambiguity of advertising costs is another challenge that must be addressed. You need to keep track of how much money you’ve spent on ads and what results they brought you. This will help you understand where exactly your money goes and why it has been wasted on irrelevant channels. A lot of mobile marketers do not have a clear track of their attribution or even the performance of each channel.

  • Different markets. To ensure success in different markets, you need to adjust your campaigns to each country’s unique features and cultural preferences, not to mention building different creatives as well. Some apps tend to agglomerate countries that speak the same language to reduce the workload but if you want to build a really successful UA you will need to treat them differently.

  • Organic traffic. Don’t focus too much on paid users, the organic traffic is the most valuable traffic your app can get, they are the most engaged users and normally the ones with the highest lifetime value. Boosting new organic users might be harder than setting up a new media source but in the long run, is an essential UA channel for any app to grow.


Each specific UA strategy tries to reach the same purpose, the app growth. Focusing on them will improve your progress significantly, but it might be time-consuming and require expertise. Rocket Lab can help you with that and boost your UA effort with Space, the world’s largest and smartest user acquisition marketplace which allows you to consistently outperform any paid marketing channels by acquiring high LTV users. Space is a platform that is connected to thousands of different media sources and allows your app to acquire millions of new users while achieving the lowest cost per install and acquisition in the industry.


We got your UA covered, get in touch with us and try the platform that is reinventing the marketing and making apps grow!


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