If you’ve built a mobile app—or are planning to—you’ve probably heard the term user acquisition (UA) thrown around a lot. But what exactly does it mean, and why is it so important?
In this post, we’ll break down the basics of user acquisition, why it matters, and how you can start building a strategy to grow your app.
What Is User Acquisition?
User acquisition is the process of getting new people to download and start using your mobile app. It includes all the strategies, tools, and channels used to attract and convert new users—whether through ads, organic search, social media, or word of mouth.
In simple terms: it’s about growing your app’s user base.
Why Is User Acquisition Important?
Even the best app won’t succeed without users. You might have a beautiful design, great features, and a smooth user experience—but if no one knows about your app, none of that matters.
User acquisition is how you:
- Build visibility in app stores
- Drive downloads and installs
- Reach your ideal audience
- Scale your business
It’s the first step in the bigger picture of app growth.
Paid vs. Organic User Acquisition
There are two main types of UA: paid and organic.
1. Paid UA
This involves spending money to acquire users through:
- Social media ads (Facebook, Instagram, TikTok)
- Search ads (Apple Search Ads, Google App Campaigns)
- Influencer marketing
- Display networks
Paid UA lets you scale quickly, but it can get expensive if not managed well.
2. Organic UA
This focuses on getting users without directly paying for them, through:
- App Store Optimization (ASO)
- SEO and content marketing
- Social media
- PR and word of mouth
- Referral programs
Organic strategies take longer but are often more sustainable over time.
Metrics That Matter
To track how well your user acquisition is performing, pay attention to key metrics like:
- Cost Per Install (CPI)
- Customer Acquisition Cost (CAC)
- Retention rate
- Lifetime Value (LTV)
- Conversion rate
These help you understand which channels are working and how to optimize your efforts.
Final Thoughts
User acquisition is the foundation of mobile app growth. Whether you’re working on your first launch or scaling an established app, having a solid UA strategy is key.
At AppGrowths, we’re here to help you master both the art and science of user acquisition. In future posts, we’ll dive deeper into specific tactics, tools, and real-world case studies to help you grow faster and smarter.
Stay tuned!