If you’re reading this article, you are probably aware of the fact that paid user acquisition is one of the most scalable growth channels at your disposal, but you’re probably not a user acquisition expert. Even if you could (and wanted to) become a user acquisition expert (or hire one), you most certainly don’t have unlimited time, and are probably uncertain as to where to start.
One thing is for certain, however. You are an expert when it comes to your app and your users. With that expertise as your guiding light, and our paid social recommendations, you’ll be on the right track to prioritize, and make the most of your paid user acquisition machine.
If you read any part of this post, let it be this section. Before you start spending, here are a few considerations you MUST make. They might sound obvious, but you wouldn’t believe how many app developers and CEOs of early-stage startups we’ve met that didn’t follow these basic principles and paid for it big time down the road.
1. Set the right goals
Don’t advertise just to advertise. Set goals and timelines for when to hit those goals and how they relate to the rest of your business. Even if money isn’t a constraint, your time is. Be realistic and uphold your goals without being afraid to pivot.
What’s more important is setting your sights on the right KPIs. Don’t waste your time with vanity metrics, but from the get go commit to tracking and reporting metrics that matter. Ideally those metrics tie into revenue. From first time purchases, to lifetime value (LTV) and retention, we cannot stress how important it is to go beyond install metrics and costs.
2. Make sure you have the means to track those goals
Before you start spending a cent, be sure to get solid reporting infrastructure into place. If you’re really getting serious about user acquisition and plan to spend across multiple networks, make sure you have a mobile measurement partner (Adjust, AppsFlyer, Kochava to name a few) and at least consider how you’ll attribute success across channels.
Learn more about the top mobile attribution mistakes and how to solve them >
Having this infrastructure in place will enable you to ask the right questions, make the right decisions, pivot with data to support you and most importantly, not waste capital.
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