Over time, however, advertisers shifted focus to the revenue generated by their user acquisition efforts. The cost of 1,000 impressions, or cost-per-mille (CPM), added a lens for campaign cost-effectiveness, as did cost-per-install (CPI). Within a few years, marketers had learned to integrate other metrics to support CTR, which remains valuable as a measure of basic interest. As a result, Mistplay funnels high-quality, high-LTV users to its partnered apps. That taps into the desire to continue progressing, a core motivator for more than half of all players per the Mistplay 2023 Mobile Gaming Loyalty Report 6. That’s why Mistplay encourages users not just to discover and play new apps, but to continue using them in order to earn rewards. Marketers can spend less on UA if each new user sticks around longer and generates proportionally more revenue. This feeds into an increasingly important metric: customer lifetime value (LTV). A successful app marketing user acquisition strategy also helps bring in high-quality users who stick around and generate revenue over time.

Even great apps can struggle to find footing, and organic installs – those that are attributed to a marketing effort outside of paid campaigns – are more precious than ever.įurthermore, finding an initial audience isn’t enough Appsflyer found 96% of users will stop using an app they’ve downloaded within 30 days of installation 5.

Google Play hosts 2.6 million apps 3, per AppBrain, and PocketGamer reports the Apple App Store hosts another 4.8 million 4. While our user acquisition definition is simple, driving cost-effective UA campaigns requires well-informed strategies powered by experience and critical analysis of the digital advertising world – particularly in an app economy that’s more competitive than ever.

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