User Acquisition: How to Build a System for Stable User Growth
What is UA and How It Differs from Organic Traffic
User Acquisition (UA) campaigns are marketing activities aimed at attracting new users to a mobile app through paid channels. Unlike organic installs that come from ASO, recommendations, or word of mouth, UA requires investment but provides more control over traffic volume and targeting.
In 2025, a well-structured UA strategy is essential: relying only on organic reach isn’t enough to compete in crowded markets. The key is to build a scalable system that balances efficiency and cost.
Main User Acquisition Channels
Social Media Ads
Platforms: Meta (Facebook, Instagram), TikTok, Snapchat, LinkedIn (for B2B).
Advantage: precise audience targeting by interests, behavior, and look-alike models.
Trend 2025: short-form video creatives and UGC-style ads.
Google Ads
Universal App Campaigns (UAC) allow promotion across Search, YouTube, Display, and Play Store.
Advantage: automation + reach.
Key point: creatives must be constantly refreshed to avoid ad fatigue.
Apple Search Ads (ASA)
Works directly in the App Store.
Advantage: users already searching for an app or solution.
Trend: more competition and higher CPC, but still one of the highest-converting channels.
Key Metrics for Evaluating UA
CPI (Cost Per Install) — how much one install costs.
LTV (Lifetime Value) — total revenue generated by a user over their lifecycle.
ROAS (Return on Ad Spend) — revenue divided by ad spend.
In 2025, efficiency = not just cheap installs, but finding the right balance between CPI and LTV.
How to Scale Campaigns the Right Way
Start Small: test creatives, audiences, and channels on limited budgets.
Automate: use AI-based optimization in Google UAC and Meta Ads.
Expand Geos: after finding a working funnel, expand into new regions with localized creatives.
Hybrid Approach: combine paid UA with strong ASO to maximize both organic uplift and paid efficiency.
Example Funnels
Casual Game: TikTok ads → App Store page → onboarding with reward → retention push via notifications.
Fintech App: Google UAC + Apple Search Ads → optimized signup flow → upsell with premium subscription.
Conclusion
User Acquisition in 2025 is not just about buying installs — it’s about building a sustainable growth engine. The formula for success:
diversification of channels;
constant testing of creatives;
smart scaling with automation;
synergy with ASO.
When done right, UA ensures stable growth and predictable ROI.
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Let’s get to know each other better.
User Acquisition: How to Build a System for Stable User Growth
What is UA and How It Differs from Organic Traffic
User Acquisition (UA) campaigns are marketing activities aimed at attracting new users to a mobile app through paid channels. Unlike organic installs that come from ASO, recommendations, or word of mouth, UA requires investment but provides more control over traffic volume and targeting.
In 2025, a well-structured UA strategy is essential: relying only on organic reach isn’t enough to compete in crowded markets. The key is to build a scalable system that balances efficiency and cost.
Main User Acquisition Channels
Social Media Ads
Platforms: Meta (Facebook, Instagram), TikTok, Snapchat, LinkedIn (for B2B).
Advantage: precise audience targeting by interests, behavior, and look-alike models.
Trend 2025: short-form video creatives and UGC-style ads.
Google Ads
Universal App Campaigns (UAC) allow promotion across Search, YouTube, Display, and Play Store.
Advantage: automation + reach.
Key point: creatives must be constantly refreshed to avoid ad fatigue.
Apple Search Ads (ASA)
Works directly in the App Store.
Advantage: users already searching for an app or solution.
Trend: more competition and higher CPC, but still one of the highest-converting channels.
Key Metrics for Evaluating UA
CPI (Cost Per Install) — how much one install costs.
LTV (Lifetime Value) — total revenue generated by a user over their lifecycle.
ROAS (Return on Ad Spend) — revenue divided by ad spend.
In 2025, efficiency = not just cheap installs, but finding the right balance between CPI and LTV.
How to Scale Campaigns the Right Way
Start Small: test creatives, audiences, and channels on limited budgets.
Automate: use AI-based optimization in Google UAC and Meta Ads.
Expand Geos: after finding a working funnel, expand into new regions with localized creatives.
Hybrid Approach: combine paid UA with strong ASO to maximize both organic uplift and paid efficiency.
Example Funnels
Casual Game: TikTok ads → App Store page → onboarding with reward → retention push via notifications.
Fintech App: Google UAC + Apple Search Ads → optimized signup flow → upsell with premium subscription.
Conclusion
User Acquisition in 2025 is not just about buying installs — it’s about building a sustainable growth engine. The formula for success:
diversification of channels;
constant testing of creatives;
smart scaling with automation;
synergy with ASO.