What is User Acquisition (UA)? 

User acquisition (UA) is the process of acquiring new users for existing mobile applications.

It’s a crucial aspect of any business because, without users, mobile games are useless. It involves a wide range of skills to grab potential customers and encourage them to use their apps. 

Business strategy should aim to grow its customers and increase app revenue. The main goal is to attract new users to become a part of their customer base.

In today’s digital world, user acquisition takes place through online marketing channels. Various channels like social media, email marketing, paid advertising, influencer marketing, and more. 

The process begins with identifying your target audience and understanding their needs. Once you have identified, you can develop a strategy that attracts people to use your mobile apps.

What is User Acquisition?

Importance of user acquisition

User acquisition is key for businesses of all sizes and industries. Without new customers, businesses will struggle to grow and maintain their position.

In fact, user acquisition is often considered the heartbeat of any business.

If we can gain more installs then our business can create its own brand. Eventually, We can build a reputation in the market. Today’s world is very competitive. We need to think outside of the box to survive.

We need to attract more customers than our competitors. It makes our businesses stand out and grow their revenue. 

Is feedback necessary? Yes, Businesses should take feedback on their mobile apps.  We can improve the user experience and attract even more gamers for installing your apps.

Is user acquisition necessary?

Attracting new users is often necessary for the growth of mobile apps to succeed. Without user acquisition, a company can find it difficult to gain attention in this age. It may struggle with revenue generation and maintenance in the long run.

More users mean more potential customers, which may result in more sales. So, we need to expand our customer base from our side to generate more income. This is especially important for businesses that rely on advertising or subscription models. 

In today’s competitive landscape, gaining attention and market share are very crucial. If not, businesses may struggle to maintain their current level of success. So, we need to maintain our competitiveness. 

Businesses should consider their valuable feedback on their mobile apps. This feedback can improve the user experience and attract even more users.  

How to increase brand recognition? You need to make sure that your target audience knows that your app exists. This can help businesses increase their brand recognition and strengthen their reputation. This can lead to more growth and trust of customers.

Effective user acquisition strategies

Strategies vary from business to business, and what works for one may not work for another. Let’s explore some of the user acquisition strategies that businesses can consider:

Effective user acquisition strategies

1. Paid advertising

This involves paying to place ads on various platforms such as Google, Facebook, and more.

By targeting the right audience, businesses can attract players to install their apps.

2. Social media marketing

Social media marketing involves using social media platforms to reach potential customers.

Platforms like Facebook, Instagram, Twitter, and LinkedIn. Businesses can attract followers and turn them into customers by producing interesting content. 

3. Content marketing 

Attracting users by creating valuable content, such as blog posts, videos, or podcasts.  Providing informative and engaging content can attract target customers.

So, that you can establish your own brand as an authority in your industry.

4. Search engine optimization (SEO)

This involves optimizing your app to rank higher in search engine results. This makes it easier for potential users to find you.

Regular monitoring and optimizing can generate more traffic to your website.

5. Influencer marketing

Partnering with influencers in your industry who have more followers for promotions. It includes bloggers, YouTubers, and some personalities to promote your apps.

With the help of this, we can reach out to a wider audience and gain new users.

6. Referral programs

Existing players can refer their friends and family to your mobile apps. Offering rewards or discounts can attract both new and existing players.

User acquisition KPIs

User acquisition KPIs (Key Performance Indicators) are metrics used to measure the strategies. Let’s see some common user acquisition KPIs:

User acquisition KPIs

1. Cost per acquisition (CPA)

This metric measures the cost of gaining a new user. It is the ratio of the total cost of user acquisition to the number of new users acquired. 

2. Conversion rate

This KPI measures the percentage of users who performed desired actions. Conversion rate may involve filling out a form and registering for your mobile application.

3. Churn rate

Chrun rate measures the percentage of users who stop using your apps over a certain time frame.

4. Lifetime value (LTV) 

This measures the estimated value of a customer over their lifetime. 

5. Cost per click (CPC) 

This metric measures the cost of each click on a promotional link or an ad. It is the ratio of the total cost of the campaign to the number of clicks. 

User acquisition is an important aspect of any business looking to grow. It involves a wide and vast range of marketing tactics and strategies.


Ques 1: What is UA platform?

Ans. It is a platform used by marketers to gain new players for your apps through advertisements.

Ques 2: What are UA ads?

Ans. These ads refer to advertisements that are particularly designed for targeted customers. This can help in promoting its unique features. 

Ques 3: What is a UA strategy?

Ans. UA strategy is a plan of action designed to gain new users for your app, that involves strategies. It can be social media marketing, referrals, and search engine optimization (SEO).

Ques 4: What is UA in games?

Ans. In this context, UA (User Acquisition) refers to the strategies that attract new players for a game. 

Ques 5: What is a UA manager?

Ans. A UA manager is a professional responsible for acquiring new users for existing apps. It involves various marketing and advertising techniques.

Mani Pandey
Mani Pandey

Mani Pandey is an app marketing expert with over 5 years of experience in the industry. She has extensive knowledge about App Store Optimization (ASO) and loves to share all her expertise by writing informational content.She is passionate about helping businesses reach their true potential and maximise their ROI. She also loves to travel around the world to explore different cultures and meet new people.