Mobile User Acquisition 101 – Part-1
Since the smart phones were invented mobile apps become very dynamic and lucrative business. Many people earn money by developing apps, advertising on mobile apps, giving ASO service, etc. Today, an average US mobile user spend roughly 5 hours on smartphone per day. Mobile app download are predicted to surpass 255 billion yearly by 2022. Today, statistics indicate that there are 2.6 million apps in Google Play Store and 2.2 million apps in Apple’s App Store.
As we see, mobile market has very competitive environment; so it is very hard to stand out your app in such a competitive market even if your app is very useful and valuable. Thus, mobile user acquisition (UA) work will help you to get your reward which you deserve.
The Working Way of Mobile User Acquisition
Mobile User Acquisition refers to attracting customer to buy or install your app and continue to use it. Getting new users can happen with help of unpaid or organic ways or paid media such as social advertising (through Facebook, Twitter, Instagram, TikTok, etc,), mobile ad networks or incentivized mobile ad networks.
Mostly, User acquisition (UA) campaign were applied pre-launch period of an app. By releasing an app into small market, app developers measure app retention and monetization before the worldwide launch. While you launch your app with ranking boosting in a smaller market, you can observe which supply channel work best and bring highest-quality users for the most reasonable price after the app is fully launched.
App developers start a user acquisition campaign (UA) to bring valuable users who will continue interacting with the app and generate revenue through in-app buying and advertisements.
You need to use some useful metrics to measure your mobile app’s user acquisition. Those metrics will deal with cost and revenue equilibrium.
Install Rate (IR): It is a percentage of visitors who install your app after clicking your ad. It’s calculated by dividing installs by clicking.
Conversion rate (CR): It is the ratio of users who downloaded the game after impressions. That is calculated by dividing installs by impressions;
Cost Per Install (CPI): It’s a fixed cost that advertisers pay for ads to publishers. That is calculated by dividing cost of ad spend by total number of installs during a period of time.
Lifetime Value (LTV): It is a profit that a customer will bring to your company over time.
Cost Per Acquisition/Action (CPA): It means cost of acquiring a paying customer or getting a customer to perform a certain action within the ad campaign. That is calculated by dividing your cost with the conversion.
Return of Investment (ROI): It measures your investment efficiency. It shows how much your earn from ads in comparison to how much you spend on ads. It is measured by dividing your total investment cost with the difference between the revenue and the total cost.
Cost Per Mille (CPM): It is a amount of money that advertiser paid for 1000 click or displaying of an ad. That is calculated by dividing the cost of the ad by a total number of impressions; then multiply the results by 1000.
Effective Cost Per Mille (eCPM): It is calculated by dividing total earnings with total number of impressions, then multiplying the result by 1000.
Cost Per Click (CPC): It is the cost that advertiser pay for each click on an ad after viewing it. It is calculated by dividing the campaign cost with the number of clicks.
Click- Through Rate (CTR): This ratio shows how many users clicked on an ad after viewing it. It is calculated by dividing total number of click by the number of the times the ad was shown.
Mobile UA Channels
There are many successful mobile UA that can be achieved through various strategies and channels that are:
App Store Optimization (ASO): ASO is all about your visibility and recognition of an app and finding your relevant and potential quality users. Many of users face with app on app store research, so ASO becomes very important to drive new users. Its primary focus is click-through rate. Developers want their app to be seen and downloaded by as possible as maximum number of people.
ASO consist of some strategies. These are optimization of key words, install-uninstall rates, app usage, reviews, screenshots, ratings and other factors that affect app visibility. ASO strategies commonly are separated 2 parts: search optimization and research optimization. Search optimization includes factors affecting app stores’ ranking algorithms (headline, text, description, etc.). On the other hand, appeal optimization is about improving an app’s viewing, pictures, icons, screenshots,etc.
Here are ranking factors for Apple’s App Store and Google Play Store:
Web to App: Web site of an app strengthen spreading of the app. It is a good way to put smart banner on your website for driving UA.
Social Media Campaigns: Many people use social media actively. If you put or logo as much as possible, it will bring you more customer.
Referrals: Peoples mostly value their relatives’ and friends’ ideas. It is a very effective marketing strategy and used commonly. An app should have not only recommendation system, but also have reward system for bringing active user.
Content Marketing: An app needs to have a website that has story of the app for public information. It is useful to have blog page, analyses, reviews, comments, recommendations, etc.
E-mail: E- mail is not as popular as before; but deep linked emails can help drive mobile UA by pushing the users for specific part of the app.
Press: Press still the most common media tool. For that reason, taking a part with a story there will be effective for public recognition.
Influencer Marketing: A social influencer can be effective to drive UA if your app is suggested with a story. Your product and its story should be relevant with the social influencer.
If you need help for driving user acquisition, please contact us!