What is the meaning of USER ACQUISITION? The role of the UA
Currently, there are more than 1.96 million apps in the App store ([iOS]) and 2.87 million apps in the Play store ([android]). All these apps need as many users as possible because the users are the key value of any app, website, and platform.
So, it is obvious that there is a huge difficulty to get users because the number of apps is growing very quickly, and all of them are in need of users in order to get some profit from their apps.
Here comes the role of the UA > user acquisition. In this article, you will receive information mainly about Mobile User acquisition, but in the upcoming articles, you will also be informed about the technologies of UA not only for mobile but also for web apps.
Meaning of User Acquisition
So, imagine you have an app providing some services or just a game app, and you need users who will use your services, play your games and pay money for that. Here is a big question: how to attract users?
Here is the answer: You need to make user acquisition.
UA is done via paid advertising channels and networks. For instance, you can use Facebook in order to do advertising, and the Facebook engine working with AI [Artificial Intelligence] will take your app ad to the people who have a habit to click and download the apps like yours. The other platforms are IG [Instagram], TikTok, Snapchat, etc. Other important places to put an ad are ASA [Apple Search Ads] and Google UAC. The number of ad networks is very big, but they are very crucial because they bring a lot of users. Some of the examples are Unity Ads, Applovin, Ironsource, Adcolony, etc.
What to pay attention to?
The central part to pay attention to in UA is the daily reporting and optimization. Yes, [daily] and the reason is that you should change the ad spend, the format of the ad and try to predict your upcoming ROAS – return of ad spend with correct multipliers.
For doing so, you need mobile advertising attribution and an analytics platform. Those platforms will calculate the information required and give you a report, and based on that report, you need to decide how to continue or which channels/ platforms to use next. Here you need also to concentrate on the Fraud coefficient. Some of such platforms are Appflyer, Adjust, etc. They are the biggest ones! $75 billion was spent on app install ads in 2020 via Appflyer.
All these steps will give you the LTV – lifetime value, which is your $PROFIT$.
To conclude, user acquisition is the primary way to drive traffic and audience on your apps. In the beginning, it costs some money: putting ads and increasing your brand awareness, but if you do everything correct and with logic, your app will bring value to you. This article is the general overview of UA, and in the upcoming articles on our website, we will go deep into UA: technologies, key phrases, strategies, and more & more.