Scaling mobile user acquisition strategy in 2024

By Haley Smith February 8, 2024

Mobile user acquisition is the most critical component of app marketing strategies. With millions of mobile apps available in app stores and people always looking for new games, utilities, or experiences, mobile app publishers need to constantly seek ways to stand out and attract new users. So how can you scale mobile user acquisition strategy in 2024?

In this blog post, we will explore the evolving landscape of mobile user acquisition in 2024 and provide insights on scaling strategies, app store optimization, creative ads, influencer marketing, tracking ads and measuring effectiveness, plus overcoming challenges. 

Let’s dive in and discover how app developers can effectively scale their mobile user acquisition efforts in 2024.

Understanding mobile user acquisition strategy in 2024

As the app market continues to grow, employing multiple user acquisition strategies has become essential for app developers to increase their user base. 

In 2024 that means mobile app developers must have a deep understanding of user behavior, onboarding strategies, the overall app market, and the right marketing partners to succeed. With the right user acquisition strategy, developers can reach more potential users, boost app visibility, and ultimately drive app downloads and user engagement.

The shift in mobile user acquisition strategies

The mobile user acquisition landscape has witnessed significant shifts in strategies in recent years. 

Traditional user acquisition methods such as banner ads or “build it and they will come” have been replaced by more targeted approaches, even as the era of privacy makes that more challenging. Mobile user acquisition strategies have evolved to adapt to changing user behavior and market trends

In 2024, app developers need to focus on personalized marketing strategies that resonate with potential users.

Clearly, in-app mobile ad campaigns to target potential users effectively is critical. Social platforms such as Facebook, Instagram, and Snapchat, have become valuable channels for user acquisition, partly because they have a huge amount of data on their users. That lets them offer advanced targeting options, allowing app developers to reach users based on their demographics, interests, and behaviors: some of which have been removed from the wider UA landscape thanks to App Tracking Transparency and Privacy Sandbox.

In addition to social media platforms, app developers are also utilizing influencer marketing for mobile user acquisition. Influencers, who have a significant following on social media, can promote mobile apps to their audience, thereby increasing brand awareness and driving app downloads. By collaborating with influencers, app developers can tap into new user segments and leverage the influencers’ credibility to attract loyal users.

That nontraditional avenue can still be measured and optimized with new tools like MMM as well as older ones like Deep Links.

Another important aspect of mobile user acquisition strategies is the integration of ad campaigns across multiple channels. App developers are using a combination of search ads, social media ads, video ads, and native ads to target potential users at different stages of the user acquisition funnel. In seach, platforms like Google and Apple Search Ads have a similar advantage as the big social networks: knowledge of users, user data, and user behaviors that help them target ads more effectively.

App marketers are also increasingly using offline or out-of-home ad campaigns, especially for geo-targeted apps for specific cities or regions.

This multi-channel approach allows app developers to maximize their reach and increase the chances of converting potential users into active users.

Innovations and developments in 2024

The app industry is constantly evolving, and 2024 is no exception. In the ever-changing landscape of user acquisition, new developments and innovations are reshaping marketing efforts. App developers are implementing digital marketing strategies to reach new users and enhance their marketing campaigns.

That means things you thought you knew change, and you have to re-learn them.

Obviously, one significant development in user acquisition strategies is the focus on app store optimization (ASO). ASO involves optimizing app store listings to improve app visibility in search results and drive organic user acquisition. In 2024, app developers need to invest in ASO strategies, such as keyword optimization, app store metadata, app ratings, and reviews, to ensure their app stands out in the competitive app market.

If it’s been a while since you’ve done ASO, we recently did an in-depth ASA and ASO webinar as part of our SKANATHON event. Check it out here to get back up to speed.

Furthermore, mobile user acquisition platforms are increasingly leveraging emerging technologies, such as artificial intelligence (AI) and machine learning, to enhance your user acquisition efforts. These technologies enable them to analyze user behavior, personalize marketing campaigns, and optimize ad targeting. By leveraging partners who use AI and machine learning, app developers can deliver more targeted and relevant ads to potential users, increasing the chances of conversion.

Additionally, app developers are exploring new user acquisition channels, such as CTV (connected TV) or streaming platforms, many of which are now adopting ad-supported monetization models. That means access to different audiences in different ways, and the ability to do TV-style ads without the TV-style budgets. (And with mobile-style targeting.) And of course the big app marketplaces, like Google Play and Apple App Store, offer app developers the opportunity to showcase their apps to a wide audience, while content marketing platforms allow developers to create engaging content that attracts potential users.

In summary, the app industry is experiencing significant innovations and developments in user acquisition strategies. App developers must adapt to these changes and leverage digital marketing strategies, app store optimization, and emerging technologies to effectively acquire new users in 2024.

Key strategies for scaling mobile user acquisition in 2024

The easiest strategy, of course, is having a lot of money to buy a lot of ads. When that’s not in the cards, you have to work smarter and harder to target the right audience, optimize your app store listings with Custom Product Pages, and continually optimize both paid and organic acquisition methods for efficiency and cost-effectiveness.

One of the key strategies for scaling mobile user acquisition is identifying and targeting the correct mobile app audience. That’s one of those marketing things that sounds easy but is actually hard.

Understanding user behavior, demographics, and preferences is crucial for app developers to tailor their marketing campaigns and reach potential users effectively. By accurately identifying the target audience, app developers can target their marketing efforts and improve user acquisition scalability.

Once you’ve done that key step, however, you have to understand that core target audience so well you can craft a marketing message that resonates instantly and deeply, which will vastly improve CTR and CVR. Boosting click-through rates and conversion rates are critical to spending effectively and ensuring high ROAS, or return on ad spend.

Focusing on both paid and organic user acquisition

Achieving effective scaling in user acquisition demands a strategic balance between paid and organic approaches. App developers must harmonize both methods for optimal scalability and success. 

Many big apps started with small groups of passionate users who just happened to have some kind of personal connection with a developer, founder, or employee.

It’s essential to integrate paid and organic strategies, as they complement each other in the pursuit of user acquisition. Good paid provides organic uplift. Good organic boost conversions in paid.

Leveraging a combination of paid and organic approaches is crucial for maximizing the impact of marketing strategy and ensuring sustainable growth.

Setting clear user acquisition KPIs

Sometimes half the battle is picking the right KPIs.

Establishing precise KPIs is crucial for mobile user acquisition scalability. Defining specific metrics is essential to measure the success of scalability efforts. Clear KPIs serve as benchmarks for assessing user acquisition success and align marketing strategies with scalability objectives. Scalability requires the establishment of clear and measurable KPIs to track progress effectively. 

Choose the wrong metric, however, and you’ll optimize for an outcome you don’t want. Check and re-check your KPIs frequently to ensure that they are aligned with your ultimate goals.

Choosing the right user acquisition channels

Effective scaling of mobile user acquisition heavily relies on the strategic selection and optimization of user acquisition channels. 

The tough question: which are the right UA partners?

Clearly, that’s something for testing. But you can take a shortcut by starting with ad partners who make it into the Singular ROI Index: they are proven to be top competitors at delivering ROI for mobile app marketers.

Choosing the appropriate channels is crucial for successful app marketing scalability, impacting the overall scaling goals significantly. Diversifying these channels is imperative for achieving scalability targets, ensuring that the right mix of marketing strategies is employed to reach and engage with the target audience. 

Leveraging the correct user acquisition channels can profoundly impact the scaling of mobile user acquisition, making it essential for marketers to make informed decisions when allocating their resources.

The impact of app store optimization in user acquisition

App Store optimization plays a vital role in the marketing strategy for user acquisition. By leveraging ASO techniques, apps can improve visibility and attract organic downloads. 

This gives you new users “for free” and boosts your chances of going viral in the app stores.

Optimizing keywords, app title, and description can enhance search relevance, leading to higher conversion rates. Additionally, encouraging positive reviews and ratings contributes to building user trust and confidence in the app. ASO directly impacts the app’s visibility and conversion rate — even for paid UA — making it a crucial element in the overall user acquisition strategy.

Key ASO strategies for 2024

In 2024, ASO strategies are continuously evolving to align with shifting user behavior and market trends. 

I’ll list 10 top tips for ASO in 2024 right here, but check out this post for full details

  1. We don’t need SKAN for ASA and ASO
  2. You can start ASA and ASO with a small budget
  3. Download velocity improves your App Store or Google Play ranking
  4. On iOS, ASA creates a big organic multiplier for ASO
  5. There are 5 key things to look at when you kick off an ASO project: Keywords, competitors, visual, reviews, and expansion
  6. Use your mascot
  7. Update your icon and/or app listing for seasonal changes
  8. Use ASA and ASO together for best results
  9. Protect your brand
  10. ASO isn’t only on-store

Again, get all the details right here.

It’s crucial to optimize app store listings with compelling and relevant content to attract potential users. Implementing app store optimization not only enhances search results but also contributes to successful user acquisition campaigns. Staying updated with the latest best practices is essential to harness the full potential and impact of ASO strategies in marketing strategy.

The role of creative ads in mobile user acquisition

Great creative wins.

In fact, up to 75% of an ad’s ability to make a brand impression is due to creative, and ad creative is responsible for as much as 49% of all sales lift.

Crafting compelling and innovative creative ads is pivotal in driving successful mobile user acquisition. A well-planned marketing strategy for creative ads plays a crucial role in capturing the attention of potential users and compelling them to engage with the mobile app. 

These ads should be designed to resonate with the target audience and the messaging that is effective with them, showcasing the unique selling points of the app and its value proposition. 

Crafting effective ads for user acquisition

Tailoring ad creatives to appeal to mobile gaming, casual games, and puzzle games is crucial for attracting potential users. 

Show an app that isn’t much like the actual, and you’ve laid the foundation for retention issues. Use imagery or colors that don’t appeal to your target audience, and you’ll reduce click-through rates. Get the language wrong in a foreign country, and you’ll be discounted as odd or silly or just plain incompetent.

It’s also essential to ensure that the creative production aligns with user or player motivations. Using types of content that correlates with user retention and loyal users can significantly impact the effectiveness of the ads. 

Utilizing video and rewarded ads for better engagement

To effectively engage new users, design video ads to showcase your app’s features and benefits. 

Demonstrate app functionality, user experience, and what they’ll get from your app. Optimize video run-throughs for your app listings on the iOS App Store and Google Play to ensure higher conversion rates. 

All of this will help enhance your user acquisition efforts and ultimately drive better app engagement.

Influencer marketing for mobile user acquisition

In mobile app acquisition, leveraging influencer marketing has emerged as a crucial marketing strategy. 

But there’s one critical factor: finding the right influencers with the right audience. It’s crucial to identify individuals whose content aligns with your app’s niche and resonates with your target audience.

Collaborating with influencers can significantly boost app visibility and user acquisition by tapping into their engaged audience network. When executed thoughtfully, influencer marketing can effectively position your app in front of the right users, driving meaningful downloads and engagement. 

One key even when you’ve found the right influencers is giving them the freedom to speak to their followers in their own natural language, tone, and words. A spot-on brand presentation that achieves nothing is a waste of time and money. A slightly off-brand delivery that results in massive virality is ultimately much more effective.

By harnessing influencer partnerships, app developers can strategically expand their reach and enhance brand credibility, ultimately leading to enhanced user acquisition.

Tracking and measuring mobile user acquisition

Effective tracking and measuring form the cornerstone of any successful mobile user acquisition strategy. 

At scale, you need an MMP, especially with SKAdNetwork and the coming Privacy Sandbox on Android. Perhaps not shockingly, Singular can help with this, providing a full solution for monitoring user acquisition metrics, costs, ROAS, LTV, and all the insights you need to optimize and measure marketing results.

Not to toot our own horn too much, but we’re better, more cost-effective, and have much more responsive support and service than the competition.

Ultimately, utilizing advanced tools for tracking user acquisition success enables businesses to stay ahead in the competitive mobile app market, leading to improved ROI and sustainable growth. This helps you keep an eye on user acquisition campaigns, conversion rate, and organic user acquisition efforts, as well as measure your user acquisition efforts against industry benchmarks 

Overcoming challenges in mobile user acquisition

In the competitive landscape of mobile app acquisition, overcoming challenges is paramount for success. 

High user acquisition costs demand strategizing for cost-effective marketing strategies. Additionally, retaining users through effective engagement and retention strategies is crucial for long-term success. Finding innovative ways to improve user retention becomes essential as it directly impacts user acquisition costs. Crafting a comprehensive marketing strategy that aligns with user acquisition goals and values is imperative to overcome these challenges.

Dealing with high user acquisition costs

The best networks are often the most expensive.

So as you level up, you may need to seek up challenger networks and smaller ad partners that still offer quality results, but can’t charge as much as the major platforms. 

Plus, to manage high user acquisition costs, app developers should maximize organic and viral user acquisition methods to reduce marketing expenses. Incentivizing existing users to share and evangelize your app can be great; building it so it’s clearly better when your friends are also playing or using it is even better.

Obviously, good app store listing optimization is crucial for lowering user acquisition costs as well. 

Strategies to improve user retention

When you keep your existing users as a high rate, you have less need to continually fill a leaky bucket at the top.

To enhance user retention, it is crucial to analyze user behavior and motivations, laying the foundation for effective product changes and marketing campaigns that focus on retaining user attention and engagement. This is not a quick fix, but every percentage point you gain in retention is literally huge for LTV, ROAS, and ultimately break-even.

The future of mobile user acquisition

Shockingly, we don’t have a crystal ball.

But anyone can see that privacy is here to stay, and device identifiers are on the way out. Getting good at privacy-safe marketing measurement methodologies like SKAN and Privacy Sandbox and MMM is a very smart idea that will future-proof your marketing.

Also, keeping an eye on emerging ad formats and networks, exploring the potential in new user acquisition strategies that pop up, and evaluating new networks and platforms with innovative advertising solutions are essential.

This will help you adapt to the changing app market landscape and position yourself at the forefront of evolving user acquisition strategies in 2024 and beyond.

Technologies to keep in mind:

  • AI (especially generative AI for creative production)
  • Creative optimization
  • Identifier-free marketing measurement
  • First-party data collectors


In conclusion, the mobile user acquisition landscape is evolving rapidly, and staying ahead of the curve is essential for success in 2024. 

As we have discussed, a comprehensive approach that combines both paid and organic strategies is crucial. Identifying the right target audience, setting clear KPIs, and choosing the appropriate channels are key steps in scaling your user acquisition efforts. Additionally, leveraging the power of app store optimization, creative ads, and influencer marketing can greatly enhance your reach and engagement. 

Remember to track and measure your acquisition efforts using relevant metrics and tools to make data-driven decisions. While challenges such as high acquisition costs and user retention may arise, implementing effective strategies can help overcome them. Looking ahead, it is important to stay proactive and adapt to the ever-changing landscape of mobile user acquisition to ensure long-term success.

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