What is User Acquisition?
User Acquisition (UA) refers to the process of gaining new users for a mobile app or digital product. It encompasses all activities aimed at attracting, converting, and onboarding new users, with a focus on acquiring users who will engage and generate value.
Effective UA is crucial for app growth—without a steady stream of new users, even the best apps will struggle to grow and sustain their business.
The UA Success Formula
Profitable UA = LTV > CAC
Your Lifetime Value must exceed your Customer Acquisition Cost for sustainable growth.
UA Channels
Social Media Ads
Facebook, Instagram, TikTok, Snapchat. Massive reach with sophisticated targeting.
Search Ads
Apple Search Ads, Google App Campaigns. High-intent users actively searching.
Ad Networks
ironSource, Unity, AppLovin. In-app advertising across thousands of apps.
Influencer Marketing
Partner with creators to reach engaged audiences authentically.
ASO (App Store Optimization)
Organic discovery through app store search and browse.
Affiliate Networks
Performance-based partnerships with publishers like ClicksFlyer.
Key UA Metrics
- CPI: Cost Per Install - what you pay per new user
- CPA: Cost Per Action - cost for specific conversions
- ROAS: Return on Ad Spend - revenue vs. cost
- LTV: Lifetime Value - total revenue per user
- Retention: How many users come back over time
- IPM: Installs per thousand impressions
UA Best Practices
- Define target users: Know who your best users are
- Test creatives constantly: Creative fatigue is real
- Diversify channels: Don't rely on single sources
- Measure holistically: Look at LTV, not just installs
- Optimize continuously: UA is never "done"