Guide to user acquisition strategy for mobile apps

Mobile app success rides on steady user acquisition and growth. Developers now face a packed market, with more than 5 million apps on Google Play and the App Store. To grow fast, every app needs a user acquisition strategy that fits its goals, budget, and target audience.

A strong user acquisition strategy combines paid channels, organic efforts, and creative tactics to boost installs and engagement. 

In this guide, we’ll explain what mobile app user acquisition is, the different channels for UA, and how it benefits your app or business. 

You’ll also learn proven steps and modern techniques for reaching new audiences and keeping your app top-of-mind.

What is user acquisition in mobile app marketing?

User acquisition, often called UA, is the process of attracting new users to download and use your mobile app. This involves using a combination of brand-driven campaigns, paid advertising, and organic tactics. 

For example, a language learning app like Duolingo can use TikTok ads to drive installs, while a health tracker can offer rewards for referrals. Those are user acquisition strategies in action.

Types of user acquisition

User acquisition can be grouped into two main types: paid and organic. Both types play vital roles in any user acquisition strategy for mobile apps. Each user acquisition channel also falls into one of four groups: earned, paid, owned, or shared.

• Earned channels include media coverage and organic mentions. 
• Paid channels cover advertising and sponsored campaigns. 
• Owned channels are platforms you control, such as your app or website. 
• Shared channels include user referrals and social media shares.

Most top apps mix these channels to maximize reach and control costs. We’ll now go over the two main types of user acquisitions and look at examples of how they work.

Paid user acquisition

Paid user acquisition involves paying for advertisements to promote an app, aiming to attract relevant traffic that will lead to more installs. In highly competitive markets with limited organic reach, brands rely on this approach to scale quickly.

The main paid channels  for paid UA include:

• Mobile ad networks
• App store search ads
• In-app bidding
• Affiliate marketing
• Influencer marketing for mobile games. 

Mobile Ad Networks

Mobile ad networks make it possible for brands to reach large audiences, using both app-based and social advertising platforms. With this user acquisition strategy for apps, you can zero in on users by age, location, interests, and device, making each ad feel personal and relevant. 

Top app marketers often use several networks at once. They can choose from options like Google AdMob, Unity Ads, AppLovin, and Blockchain-Ads, for instance, to reach users worldwide.

You could also use Meta Ads, Snapchat and TikTok ads, as well as other social media advertising platforms, to bid on mobile ads that are dynamically targeted to their massive user bases.

That said, the real advantage of mobile ad networks is the level of control that marketers have. You can test ad formats, headlines, and calls to action to improve campaign results. 

Also, automated bidding helps manage spending, while cost-per-install tracking shows which ads bring in the best users for your app. Attribution modeling connects every install to its source, so you always know what works and what needs tweaking.

App Store Search Ads

Alongside ad networks, many brands turn to app store search ads to reach users right where they’re looking for new apps. You can target keywords related to your app’s features, benefits, or core experience. 

For example, a sleep tracking app might bid on phrases like "better sleep" or "sleep monitor" to capture interested users. These ads appear at the top of search results in both the App Store and Google Play, putting your app in front of users who already have high intent.

Since search ads show up at the exact moment people look for similar apps, they drive installs from users who already want what you offer. Brands rely on built-in analytics from the stores to track which keywords convert, see real-time campaign results, and fine-tune their approach for even stronger performance.

In-App Bidding

With in-app bidding, ad networks and demand sources compete in real time for each ad spot inside a mobile app. It has become a favorite channel for brands seeking more efficient user acquisition and better returns.

The open auction system boosts competition and potential revenue for app publishers by selling every impression to the highest bidder. For advertisers, in-app bidding creates a fairer playing field and often leads to lower acquisition costs for high-quality users.

Platforms like Blockchain-Ads let brands join in-app bidding auctions, track live campaign results, and optimize bids for every audience segment. Marketers get more transparency, better price control, and the flexibility to test new strategies on the fly.

In-app bidding works well for both new and established apps, helping them reach users at scale while controlling costs and maximizing installs.

Affiliate Marketing

Affiliates, such as publishers, bloggers, or influencers, feature your app within their content or channels, driving targeted installs through their own established audiences. Many brands look to affiliate marketing platforms like Impact to attract new users cost-effectively.

This model rewards partners for each install or user action, ensuring brands only pay for real results. Data-driven tracking links every install back to the affiliate’s specific campaign, so you always know which partners deliver the highest value.

Testing different affiliate creatives, placements, and offer types helps pinpoint which approaches generate the best conversion rates. For example, a fitness app might partner with wellness blogs, offering rewards for each install that comes from their unique link.

Integrated reporting dashboards in most affiliate platforms provide live performance data, allowing you to optimize spend and maximize ROI as your campaigns grow.

Influencer Marketing

Influencer marketing for mobile games connects your app with creators who already have loyal and engaged audiences in your niche. These influencers share your app through posts, stories, or live streams, encouraging followers to try it out themselves.

Brands often use custom referral links or promo codes to track installs and measure which influencers deliver the best results. By working with creators who match your target audience, you can boost installs, drive engagement, and increase brand credibility.

Robust analytics tools make it simple to monitor each campaign’s impact, compare influencer performance, and fine-tune future partnerships for better user acquisition results.

Organic user acquisition

Organic user app acquisition brings in new users without needing you to pay directly for installs. Instead, brands focus on building trust, improving visibility, and creating real value that attracts users naturally over time.

Examples of organic channels include app store optimization, social media, search engine optimization, loyalty programs, and press coverage. These approaches help your app appear in more searches, drive word-of-mouth growth, and build a loyal community around your brand.

Many top apps blend organic and paid strategies, using organic tactics to lower acquisition costs and attract higher-quality, more engaged users. Tracking results from each channel helps brands see which organic efforts work best and where to focus future growth.

App Store Optimization and Feature

App store optimization, or ASO, helps your app appear higher in search results and category rankings on the App Store or Google Play. Brands improve titles, keywords, descriptions, icons, and screenshots so users find the app more easily.

A strong ASO strategy also involves gathering user ratings and reviews, which build trust and boost visibility even further. Some apps get featured by the stores when they launch updates, run creative campaigns, or receive strong user engagement.

Getting featured by Apple or Google puts your app in front of millions, often driving a surge in installs and downloads within days. Successful brands treat ASO as an ongoing process, constantly refining app elements to attract more organic users.

Organic Social Media

Organic social media lets brands connect with users through posts, stories, and conversations on platforms like Instagram, TikTok, X, and Facebook. Instead of paid ads, you share useful content, app updates, tips, and behind-the-scenes moments to build an engaged following.

When users share your posts, tag friends, or join challenges, your app gains more visibility without extra costs. Brands often run contests, ask for feedback, or feature user stories to spark conversations and grow their community.

Organic social media works best when you post regularly, respond to comments, and stay true to your brand’s voice. Over time, these efforts help attract loyal users who become active advocates for your app.

SEO

Search engine optimization, or SEO, helps your app get discovered through web searches on Google, Bing, and other search engines. Brands create helpful blog posts, landing pages, and how-to guides targeting keywords their audience might search for.

Optimizing your website with the right keywords, clear calls to action, and fast load times drives more traffic to your app’s landing page. Many successful apps maintain a blog or knowledge base that answers common questions and builds authority in their niche.

Strong SEO increases your app’s online visibility, attracting organic users who already want what your app offers. Over time, good SEO brings a steady stream of high-quality visitors who are more likely to become loyal users.

Loyalty Programs

Loyalty programs reward users for staying active, referring friends, or reaching certain milestones in your app. Brands might offer points, badges, special access, or discounts to keep users coming back and spreading the word.

These programs turn casual users into regulars by giving them reasons to engage with your app more often. For example, a fitness app might offer rewards for daily check-ins or for inviting friends to join the community.

Tracking loyalty program performance helps brands see which rewards boost retention and which activities drive the most engagement. Over time, a well-designed loyalty program can create a community of loyal users who promote your app for free.

Press Coverage

Press coverage gives your app a credibility boost by getting featured in news stories, tech blogs, or review sites with established audiences. Brands often pitch their story to journalists, share unique milestones, or offer exclusive first looks to attract media interest.

A well-placed article or review can drive a wave of organic installs, especially when published on trusted industry sites or popular tech magazines. Press coverage also increases your app’s authority, helping it stand out in a crowded market and earning valuable backlinks for SEO.

Brands track which media features bring in the most users, then build relationships with journalists and bloggers to support future launches and updates. Over time, positive press can fuel long-term organic growth and brand trust.

Importance of UA for apps

In 2023, 138 billion apps were downloaded globally. This proves why app developers, small startups, and even global brands need a strategy for bringing in new users and building a steady audience. Here are other reasons why user acquisition is relevant for every mobile app:

• Network effects mean every new user increases your app’s value and sparks more viral engagement opportunities.
  
• New users fuel revenue streams through ads, in-app purchases, or subscriptions, sustaining your business and helping you scale.
  
• User acquisition cuts through crowded app stores, solving discoverability problems and making your app stand out from millions of others.
  
• Acquiring high-quality users directly improves retention rates, driving daily and weekly engagement that keeps your app growing.
  
• Growth in engaged users signals potential to investors and partners, influencing your app’s long-term prospects and reputation.
  
• Continuous UA provides real-time feedback, helping brands enhance onboarding, improve features, and adapt quickly to changing user needs.
  
• First impressions matter. UA shapes user experience, making it more likely new installs become loyal, paying users over time.
  
• Larger user bases let brands experiment with monetization, refine revenue funnels, and maximize average revenue per user (ARPU).
  
• UA data supports better marketing decisions, ensuring brands focus on channels and campaigns that deliver the strongest ROI.
  
• Without ongoing user acquisition, even the best mobile apps risk being lost in a fast-changing and competitive market.

Challenges of user acquisition for apps

As much as there are countless advantages to a good UA strategy, bringing new users to your app comes with plenty of real-world challenges. Here are the most common issues brands face:

• Competing against millions of apps makes it difficult to stand out and reach the right audience.
  
• Advertising costs keep rising, squeezing budgets and making every campaign decision count even more.
  
• Many users leave after a single try, so keeping them active requires ongoing engagement and value.
  
• Tracking which campaigns deliver real users is tougher with stricter privacy rules and limited data signals.
  
• Fraudulent installs and bot traffic can quickly eat into your budget if you’re not careful.
  
• App store algorithm changes often shift rankings, forcing quick adjustments to both paid and organic strategies.
  
• Scaling campaigns for new countries brings language, culture, and regulation hurdles that need a tailored approach.
  
• Testing and optimizing campaigns for the best ROI is a nonstop process that demands focus and fresh ideas.

Measuring your app user acquisition campaign

Measuring your user acquisition efforts is vital if you want to grow your app and use your budget wisely. Without clear measurement, it’s impossible to know which channels drive real installs or which campaigns deliver high-quality users.

When you track performance, you can see which ads, keywords, or partnerships work best, then shift your budget to the top performers. Data-driven measurement also uncovers weak spots, showing where users drop off or where costs run too high.

Clear analytics make it easy to calculate cost per install, retention rates, and lifetime value, metrics that guide smart decisions for future campaigns. Over time, regular measurement helps you improve results, avoid wasted spending, and maximize the return from every marketing dollar.

Analytics platforms for UA campaign attribution

Tracking the true source of each new user is what separates top app marketers from the rest. Platforms like AppsFlyer make this process straightforward. You can set up AppsFlyer to tag each campaign, track installs from Facebook, Google, TikTok, and affiliates, and follow every user’s journey from the first click to in-app purchase.

Blockchain Analytics takes things a step further. With real-time dashboards and transparent reporting, you see every transaction and install as it happens, making fraud detection much easier. For example, if you notice an unusual spike in installs from a certain partner, Blockchain Analytics lets you trace those back to the source and cut off bad traffic instantly.

Both platforms also support deep cohort analysis, so you can compare user retention rates by channel, creative, or region. This insight helps you shift budget to what works and avoid what doesn’t, all while keeping your reporting accurate for your team or stakeholders.

When you use analytics tools like these, you don’t just track installs; you unlock patterns, optimize every dollar, and scale campaigns with confidence.

Conclusion – Exploring Acquisition Strategies for Mobile App

Mastering user acquisition takes more than just one tactic; it’s about combining the right channels, testing new ideas, and tracking every result. Whether you use paid ads, organic growth, influencer partnerships, or robust analytics tools, a flexible strategy helps your app thrive in today’s crowded market.

If you’re ready to go deeper, be sure to read our complete guide on mobile app marketing. It covers more advanced strategies, industry trends, and real-world tips to help you grow faster and smarter.