App user acquisition strategy: Three areas of focus

James Haslam

Feb 21, 2017

When refining your app user acquisition strategy, there are so many areas to improve which could make it all feel overwhelming. Before you become stretched across metrics that may or may not count, we’re here to recommend three focus points when starting to optimize your app user acquisition campaigns.

Spending time looking at and refining your approach to cohorts, the channels you’re on, and the creatives you’re using can have a big impact on your work, and on the results that come in. Here are three tips to inform your acquisition strategy in a little more detail:

Cohorts, and how to improve app user segmentation

One of the most important things when it comes to retargeting, reattribution, and re-engagement is utilizing cohorts to the fullest. By segmenting users into different blocks, depending on what you want to identify, you’ll better reach the users you want with less spent on the users who don’t provide you with great ROI.

A cohort is a group of users who share a particular trait, pulled together over a set period of time. This trait can be to do with spend, behavior, or route to install (among many others). So, for instance, you could look at users who installed on Facebook only, or if they made an in-app purchase on day one. Cohorting itself can become quite complicated unless it’s tied to improving a bigger metric, such as lowering acquisition cost, or exploring the best channels which users come from. By performing an analysis of your segments, you’ll have a better understanding of what your app user acquisition strategy should look like.

Fortunately, with Adjust’s latest release, Audience Builder, we make the process of retargeting much simpler. With it, you can create user segments with ease, powered by Adjust’s data (segments can be based on user attributes, as well as events triggered by your app users within any timeframe, country, or OS.) Then, only the data you want to send is transferred to retargeting partners, which you can download at any time.

Acquisition channels: Where to look?

Ongoing evaluation of the channels and networks within which you’re delegating spend (as well as focus) should change over time with optimization. Seeing which perform best, and attracting great users, is an obvious point that might become overlooked among campaign calibrations, discussion, and finding out which channels may not be performing so well.

Focusing your spend could also be aided by tackling mobile ad fraud; it’s increasingly relevant to most campaigns to ensure fraud stays away from your dataset and your campaign spend, something our Fraud Prevention Suite could cover.

Other areas of waste could include undefined global spend, and channels not directly relevant to you. Spending time reducing losses, rather than chasing gains, could help much more than you expect.

Creatives: The power of a persuasive message

Consistently building, testing and improving your creatives are a surefire method of gaining new users. After all, what the user sees is what counts, not as much as the networks or the channels you pick.

Brands change over the time, reacting to the changes in recognition and success. As such, the better a position you have, the more confident you can be in trying new tactics. Adjust’s analytics can help you A/B test your creatives, establishing with data what works and what doesn’t. Even the smallest change can have a big impact on your campaign, from color changes to facial expressions of characters. Consistently reworking designs and investing in creativity can have big returns.

Want to find out more about the Audience Builder, and how it can help you improve user acquisition through advanced app audience segmentation? We’ve got everything you need to know about the product, right here.

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