How To Make A Mobile App User Acquisition Strategy In 2024?

In 2024, it is of utmost importance to attract the right mobile app users. With millions of apps competing for attention, rapidly shifting user habits, and ongoing technological advances, app developers need to be more strategic to stand out. 

It’s not just about creating a great app anymore; it’s about ensuring users stick around after downloading. AppTrove helps app developers and marketers track, analyze, and optimize their marketing efforts.

Do you want to know the hard truth? Up to 80% of users might drop off within the first three days, and even more within the first three months. So, user acquisition (UA) isn’t just a growth tactic—it’s a survival strategy.

The Current Status Of Mobile App Market

By the end of 2023, the global mobile market is expected to hit 6.92 billion smartphone users, which is about 85% of the world’s population. 

App stores are jam-packed, with Google Play alone seeing over a million new apps added annually. Standing out in this crowded space is tough, and competing against top-ranked apps can feel impossible. Yet, attracting new users remains a key trend in 2024.

Here are some trends that will dominate in 2024:

1. Privacy-Focused Advertising: With new privacy rules, transparent, consent-based advertising will become the norm.
2. Contextual Targeting: As behavioral targeting fades, contextual strategies that align ads with relevant content will take over.
3. SKAN Adaptation: Advertisers will need to adjust to Apple’s SKAN system, which makes it harder to connect ad impressions with installs.
4. AI and Human Expertise: A hybrid approach using AI for data analysis and human insights for creative decisions will be crucial.
5. Balancing User Acquisition and Retention: The key to growth isn’t just getting new users but keeping them engaged long-term.
6. Personalized Marketing: Tailoring your app’s marketing strategies to the needs and preferences of your target audience will boost both acquisition and retention.
7. Rewards and Affiliate Marketing: Offering rewards and leveraging affiliate marketing can expand your app’s reach.

How To Navigate Economic Challenges In App Marketing?

While the mobile app user acquisition market is booming, we can’t ignore the global economic instability. This brings us to two primary pricing approaches for mobile app marketing: CPI (Cost per Install) and CPA (Cost per Action).

CPI vs. CPA: Which Works Best?

When choosing between CPI and CPA, it depends on your budget and goals. Here’s the breakdown:

• CPI (Cost per Install) tells you how much each new user costs by dividing your total marketing spend by the number of installs.
• CPA (Cost per Action) focuses on a user’s post-install actions, like making a purchase or subscribing, providing insights into the quality of your users.

Paid vs. Free User Acquisition (UA)

There are two main types of user acquisition:

• Paid UA: This includes social media ads and network placements that bring in users quickly but come at a cost.
• Free UA: Organic traffic generated through app store optimization (ASO). It’s cost-free but takes time to build momentum.

For 2024, the most effective user acquisition strategy will likely combine both. You can kickstart your launch with paid UA to gain visibility, then let organic growth through ASO keep the momentum going.

How To Choose the Right Advertising Channels?

Not all advertising platforms are created equal. Knowing where your target audience “lives” online is key. 

For instance, younger users might be found on TikTok, while older audiences lean more toward Facebook. The type of content you use matters too. 

1. Video ads: Perform especially well in mobile games, showcasing gameplay and offering users a chance to try the app without installing it. 
2. Influencer marketing continues to thrive, with partnerships with trusted figures driving awareness and engagement.

What’s The Biggest Challenge In Mobile Marketing in 2024?

One of the biggest challenges in 2024 will be navigating new privacy rules. Apple’s SKAN and Google’s Privacy Sandbox are reshaping how user data is tracked. 

SKAN will become mandatory in 2024, and Google’s Privacy Sandbox is expected to roll out between 2024-2025. These changes push advertisers away from behavioral targeting and toward consent-based approaches.

In a privacy-first world, contextual targeting will be a game changer. Instead of relying on user data, contextual ads target users based on the environment in which they’re shown. 

For example, a mobile game ad is more likely to be effective if placed within content that’s also related to gaming. With advances in machine learning and AI, contextual targeting will only get more sophisticated.

Wrapping Up

In 2024, mobile app developers will need to embrace a mix of privacy-first advertising, contextual targeting, and smart user acquisition strategy. With AI helping optimize campaigns and organic tactics like ASO continuing to drive long-term growth, the future is looking bright—despite the challenges of a competitive and ever-evolving market. 

Stay tuned for the next update, where we’ll dive deeper into mobile app user acquisition trends for 2025!