What is user acquisition, or UA?
User acquisition is the process of acquiring users for a mobile app through marketing activities focused on generating installs.
Successful gaming companies focus on UA campaigns being ROI positive — meaning the users they acquire generate more revenue through effective monetization or in-app purchases (IAP) than it costs to acquire them.
How does user acquisition work?
UA is usually carried out through mobile ad networks, which allows advertisers to advertise by serving in-app ads on apps from other companies, or by cross-promoting on their own apps and games.
This is a data-centric approach. A good UA strategy takes into account the apps they are advertising in, the cost of acquiring new users, and the life-time value (LTV) and average revenue per daily active user (ARPDAU) of the users they acquire.
The importance of User Acquisition (UA)
You can have a great app but without a good UA strategy, you will struggle to succeed in an hyper-competitive mobile app industry. A user acquisition (UA) strategy should focus on getting the right users for your app, reaching a point where your strategy is ROI positive and scalable, and growing your app to move up the charts.
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