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).