U
User Acquisition
All marketing actions aimed at generating new installs and growing an app’s user base.
What to understand
User acquisition includes paid channels, organic channels, partnerships, influencer distribution, store optimization, and other growth levers.
Its effectiveness should be measured beyond initial install cost by including retention and user value.
ASO often acts as an efficiency multiplier for the other acquisition channels.
Related terms
Organic Install
An install generated without direct paid advertising, for example through store search, word of mouth, or natural visibility.
Retention
An app’s ability to keep users after installation over a given period, such as D1, D7, or D30.
ASA
Short for Apple Search Ads, Apple’s advertising platform that lets you promote an app inside App Store search results.
