Definition
User Acquisition
User acquisition (UA) encompasses all strategies and channels used to attract new users to your app, including organic (ASO) and paid (advertising) methods.
User acquisition is the engine that drives app growth. It combines organic channels (ASO, content marketing, referrals) with paid channels (search ads, social ads, influencer marketing) to attract new users.
The most sustainable UA strategies balance paid and organic efforts. ASO reduces your reliance on paid channels by creating a steady stream of organic installs that don't require ongoing ad spend.
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Related Terms
Organic Downloads
Organic downloads are app installations that occur without direct paid advertising. They come from app store search, browse, referrals, and other non-paid channels.
Paid Downloads
Paid downloads are app installations driven by advertising spend, including search ads, social media ads, display ads, and influencer campaigns.
Cost Per Install (CPI)
Cost Per Install (CPI) measures how much you pay on average to acquire one app installation through paid advertising. Lower CPI indicates more efficient user acquisition spend.
Further Reading
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