User Acquisition: How to Attract New Users to Mobile Apps?

User Acquisition plays a crucial role in mobile app strategy. UA accelerates growth and competitive advantage, enhances investment appeal, and enables future scaling. Without a strategy, you may have significant risks.

What is User Acquisition?

User Acquisition (UA) involves strategies and actions used to attract new users to mobile applications. It relies on targeting, engaging, and converting new users via different strategies. The primary objective is to drive app installations, purchases, or other interactions. They enhance a mobile app’s monetization potential from a long-term perspective.

User Acquisition Strategy for Mobile Apps

Numerous mobile app user acquisition strategies are now available. Which one to choose depends on goals, advertising budget, niche, and application specifics. Below, discover the most widely used techniques.

1. Paid Social Media. Enable audience targeting based on demographics, behavior, etc. Meta, TikTok, Snapchat, Google Ads, and Apple Ads offer access to large user bases capable of taking desired actions. In addition, AI UGC content can be created on these platforms.
2. In-App Advertising. Showcase the high level of engagement. Statista showcases that the in-app advertising market is projected to reach $533.92 billion by 2029, with the average cost per acquired user (CPA) expected to hit $59.23 in 2025.
3. OEM Traffic. Promotion through device manufacturers (Xiaomi, Samsung, Oppo, etc.) has emerged as one of the fastest-growing UA channels. The option is less intrusive and offers personalized user experiences. OEM sources provide a steady stream of high-quality installs.
4. App Store Optimization (ASO). Boost visibility of applications in the App Store/ Google Play search results, driving organic traffic growth. ASO involves optimizing textual and visual elements, managing ratings/reviews.

To explore more details, follow the link.

Metrics to Track User Acquisition

UA managers measure metrics to assess performance and optimize campaigns. Below we listed the ones that matter most.

1. Conversion Rate (CR) tracks the users’ percentage completed a desired in-app action.

As an example, 500 users out of 2,000 completed the target action, so the CR would be 25%.

2. Churn Rate shows the users’ percentage stopped using the app, either by uninstalling or becoming inactive over a specific period.

3. CPI (Cost Per Install) is the average cost to acquire one app install.

With a $1,000 ad campaign generating 400 installs CPI will be $2.50 per install.

4. CPA (Cost Per Action) measures the cost of driving a single user action.

For instance, ad spend amounted $1,500. Conversions — 200. CPA will equal $7.50.

5. CAC (Customer Acquisition Cost) is the total cost to acquire one paying customer.

6. CPM (Cost Per Mille) means the cost per one thousand ad impressions.

7. Lifetime Value (LTV) estimates the total amount of revenue users will generate during the entire time. Critical Rule: LTV must exceed Customer Acquisition Cost (CAC) to ensure profitability.

8. ARPU (Average Revenue Per User) estimates the average amount of revenue generated per active user during a specific period.

9. ROAS (Return on Ad Spend) indicates how much revenue is generated for every dollar spent on advertising.

Consistent tracking and analysis of metrics helps to drive data-driven decisions and maximizes user acquisition campaigns ROI.

Mobile App User Acquisition Trends in 2025

The mobile marketing landscape is evolving in 2025, driven by emerging technologies, new regulations, and changing user patterns. Explore the key UA trends shaping this year below.

1. AI-Powered Optimization. Artificial intelligence now enhances every stage of UA—from concept testing to creative automation and predictive bidding.
2. Targeted Traffic Over Mass Reach. High-value users are prioritized over raw install numbers. Key moves are vetting affiliate partners rigorously and implementing post-install quality checks.
3. Ad creatives. The market is oversaturated with ads, so it’s essential to create non-standard and dynamic creatives and conduct A/B testing. Explore our safe zones guide to prevent your video or banner elements from being overlapped by interface icons.
4. OEM and CTV traffic. OEM and CTV traffic sources are becoming more in-demand, delivering high engagement and low installation costs with good LTV.
5. Privacy environment. Updates in privacy policies continue to impact UA. Alternative mobile attribution sources must be adopted.

UA at Acquisition.mobi

Acquisition.mobi delivers end-to-end user acquisition solutions tailored for mobile apps in e-commerce, finance, and betting. Gain access to premium traffic, high-value offers, and actionable analytics for measurable growth.