Logo Trackier

User Acquisition (UA)

Home » Glossary » MMP » User Acquisition (UA)

What is user acquisition?

User acquisition is the method of driving new users or customers to be acquired for a mobile app business through marketing activity.

There are many types of UA activities, but they are mostly broken down in the form of paid and owned media:

Paid media marketing

This type of marketing involves the use of media channels to display direct response ads whose creativity encourages users to install apps. One common example of paid user acquisition includes targeted posts, banners, or ads published on social media networks such as Facebook, Twitter, or LinkedIn; or a video ad running on mobile ad networks.

Paid media also includes influencer marketing, which harnesses the fame and/or influence of high-profile individuals to reach potential new users in their networks. In all of these cases, marketers must invest capital resources in order to utilize these channels

Owned media marketing

In contrast to paid media marketing, owned involves leveraging owned marketing assets to obtain users.

Examples of owned media assets include email messages, SMS, QR codes, and rewarded user invite communications. User acquisition campaigns harnessing owned media assets might include converting existing web users to app users via email targeting or adding user invite banners in a game to encourage sharing with friends in return for in-game currency.

App store optimization

Also known as ASO, this type of marketing is an important activity under the marketing budget meant to boost organic installs and thus an important part of user acquisition.

The equivalent of the web’s SEO, ASO focuses on optimizing an app’s store page headline, description, keywords, and other components to boost app store rankings. ASO usually falls under the responsibilities of the UA manager, and it can either be done in-house or serviced via an external ASO agency.

User acquisition is the method of driving new users to a mobile app through marketing activity. is the process through which new users

Learn More

  • CTV Advertising: How Mobile Marketers Make the Most of It

    Despite the rapid advancement of technology and the entertainment industry, certain things haven’t altered all that much. The majority of TV advertising has remained static. By replacing outdated and ineffective advertising strategies with fresh, efficient, and interactive ones, CTV advertising (Connected […]

    Read More
  • Measuring K-Factor: How to boost K-Factor for your Mobile App

    Mobile App Publishers are always looking for ways to understand how they can improve their user base and how impactful their app is in the market. One way to do this is by mobile app attribution of your marketing strategies. […]

    Read More
  • What You Should Be Looking For In Mobile Marketing Platform?

    Mobile Marketing Platform (MMP) is a term utilized for software solutions that are meticulously designed to work with and optimize mobile marketing campaigns and communicate accordingly.  MMPs are primarily mobile-centric software, that excels in core abilities like real-time communication and […]

    Read More
  • What are Data Clean Rooms and why do you need them?

    Data Clean Rooms is one of the most talked-about topics in the marketing, analytics, and advertising industries. As Google has given up support for third-party cookies from Chrome and joined Apple(Safari) and Mozilla(Firefox) in their odyssey of a cookieless world, […]

    Read More
  • Introducing Trackier’s Mobile Marketing Platform

    Over 5 years ago Trackier started its Ad-tech journey with our Performance Marketing Software. After gaining much success, we started recognizing an emerging need in the mobile industry as well. With the app economy accelerating in the last few years, […]

    Read More
Bottom Image

Tap every user attribution in real-time with Trackier