The term ‘user acquisition’ is all too often conflated with performance marketing. Paid acquisition is often an important and impactful part of a broader growth strategy and can significantly accelerate growth. It can also be an expensive way to learn tough lessons about an app’s lack of underlying appeal or stickiness. – from the original Mobile Growth Stack blog post.

 Acquisition activities consist of anything that causes users to discover and interact with the product for the first time.  For native apps, this will almost always involve a user landing on an app store listing and choosing to install the app, so conversion rate optimization on this page is likely to be an important activity.

The articles in this section relate to acquisition activities, with a focus on those that are measurable (and hence possible to optimize for tangible impact).  We’ll cover performance marketing channels and tactics as well as app store optimization, viral loops, effective cross-selling, PR and more.

In the Mobile Growth Stack framework, acquisition can be considered the act of acquiring an active user for the first session.  Anything beyond that initial interaction is covered in the Engagement & Retention layer, and associated vertical columns (Retargeting, International and Partnerships).


This post is loosely based on the Black Hat ASO presentation Moritz Daan gave in November at eMetrics. Apple’s last move — the Apple App Store Purge, included the deletion of more than 50.000 apps in October 2016

We've created tutorial video for our Google Play App Search Optimization spreadsheet that aims to help you become a bit more strategic with your Google Play Store description. The video describes how much your short description, long description, title

Apple announced at the 1st of September, that app names of over 50 characters will now be rejected. This didn't come entirely as a surprise. Partially because Gabriel Machuret whispered it to us a day in advance, but

The Google Play Store lets you be pretty creative when it comes to the text assets you provide for your Play Store Listing. You can use rich formatting (HTML) and emojis to make your Google

Deferred deep linking lets you track referrals, optimize your onboarding flows, analyze trending content beyond the install.  In this article we'll explain how you can use it to grow your app. [caption id="attachment_4936" align="aligncenter" width="192"] Fy use deferred

When it comes to App Store Optimization (ASO), the Apple App Store is mostly a black box. One of the most important assets to play with to increase discoverability, is the 100-character keyword field. You can fit some 8-12 keywords

Since we’ve started consulting several companies on their ASO strategy, we began to identify similarities between the issues they were facing and built a pretty extensive Google Spreadsheet to address these issues of Apple ASO Keyword optimization. We

The Apple App Store editorial teams give prominent temporary placement of banner-style advertising for selected apps, based on various editorial criteria. First off, your app should add value or your game should be fun. Secondly,

Aggressively cross-selling your native app to your mobile website, has many benefits. You can offer a better full-screen UX and increase engagement because your app is likely more feature-complete. Even if you would argue that you have

App Store Optimization, whilst often used as a term for either SEO or CRO, is the bundle of tasks that an App Store Marketer is set out to do to get an app discovered and subsequently

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