In today’s hyper-competitive app market, acquiring the right users isn’t just a nice-to-have — it’s essential. Without a targeted acquisition strategy, even the best apps can face user churn, low engagement, and ultimately, poor business performance.

The key is precision. Research from Leanplum shows that apps targeting the right user groups see 30-40% higher retention in the first 30 days. Plus, AppsFlyer reports that such smart strategies can boost lifetime value (LTV) by up to 50%, driving long-term monetization and success. 

In this article, we’ll dive into user acquisition basics, and explore proven strategies that can help marketers and app developers optimize ad spend, improve conversions, and lay the groundwork for sustainable engagement and monetization. 

What is User Acquisition? 

User Acquisition (UA) is the process of attracting and gaining new users for your app or product. Unlike simply gaining downloads, user acquisition focuses on attracting the right users—those who will actively engage with your app over the long term and contribute to its growth, either by making purchases, sharing content, or inviting others.

A successful user acquisition strategy is about more than numbers. It's about bringing in high-quality users who will stay, engage, and become a valuable part of your app’s success.

How to effectively grow your user base? 

01 Leverage Data Analysis for Precise Audience Targeting

Effective user acquisition starts with identifying your ideal audience. The more precise your targeting, the more likely your campaigns will resonate with the right users.

• User Profile Analysis: Use data and market research to understand who is most likely to engage with your app. This includes common attributes like age, location, interests, and usage habits can give you clear insights into your target demographic.
• Market Demand Insights: Understanding market demand, user pain points, and your competitors’ offerings will allow you to identify gaps in the market, then craft compelling solutions to meet users' needs.
• Advanced Data Tools: Leverage AI and big data to analyze patterns, predict behaviors, and segment users more accurately, making your targeting even more precise.

02 Expand Your Reach with Multi-Strategy Approach

User acquisition thrives on reaching audiences across various platforms. A multi-strategic approach maximizes visibility and drives engagement through a combining of paid and organic efforts. 

• Multi-Platform Promotion: Advertise on BIGO Ads, streaming media, search engines, and app stores to broaden your reach. Leverage diverse platforms to target multiple audience segments and boost brand visibility. 
• Ad Optimization: Implement A/B testing to refine creatives and targeting strategies. BIGO Ads unlocks exclusive, trending media traffic from popular medias like Likee, increasing user engagement with tailored campaigns.
• Joint Marketing & Partnerships: Partner with influencers or brands to expand your acquisition channels and leverage trusted networks. By tapping into existing networks, you can leverage the credibility and audience of established partners, further boosting your app’s visibility. 

03 Optimize and Retarget for Maximum Impact

User acquisition doesn’t end once a user clicks on your ad or installs your app. It’s an ongoing process of optimizing campaigns and retargeting users to improve results.

By continually analyzing user data and adjusting your campaigns accordingly, you can improve ad performance and maximize your return on investment (ROI). Whether through adjusting targeting parameters, changing creatives, or optimizing user flows, small improvements over time can lead to better outcomes. 

Retargeting is another key strategy to re-engage users who may have interacted with your app but haven’t fully converted. With the help of data analysis and user behavior tracking, you can show users personalized ads to bring them back and encourage further engagement. 

04 Measuring Success through Key Metrics

To ensure that your user acquisition efforts are working, you need to evaluate their success using the right metrics. Key performance indicators (KPIs) help you understand the efficiency of your campaigns and identify areas for improvement.

Here are some critical metrics to track:

• Cost Per Action (CPA): CPA measures the cost of each user action or engagement, such as sign-ups, downloads, or purchases. Keeping this cost within reasonable limits is crucial for ensuring your campaigns remain cost-effective. For example, in a game advertisement, users may be guided through ad pages to sign up as players. (CPA = Cost / Sign-ups)
• Conversion Rate: This metric tracks how many users take the desired action after installing your app. Whether it's signing up, making a purchase, or completing another action, a higher conversion rate indicates that your app is meeting user needs effectively.
• Retention Rate: Retention is a crucial metric in determining the long-term success of your app. High retention rates indicate that users find lasting value in your app, while low rates may point to issues with user experience, onboarding, or app performance.
• Lifetime Value (LTV): LTV represents the total revenue or value a user generates for your app throughout their entire relationship with it. LTV is often measured at different intervals, such as LTV0, LTV7, and LTV30 (representing 0, 7, and 30 days). Account mananger from BIGO Ads shared that a higher LTV indicates that users not only stay engaged for longer periods but also contribute more revenue through purchases or in-app actions.
• Return On Advertising Spend (ROAS)：ROAS was calculated as ROAS = Total Revenue / Total Ad Spend, it indicates how much revenue is generated for every dollar invested in advertising. For advertisers, ROAS is essential for measuring profitability, identifying high-performing strategies, and making data-driven decisions to optimize budget allocation and maximize return on investment.

Case Study: Accelerating User Acquisition with BIGO Ads

Short drama content has surged in popularity across the globe, captivating audiences with fast-paced, engaging storytelling. According to Sensor Tower, the US has emerged as the largest revenue-generating market for short-drama apps, contributing 60% of global mobile revenue in 2024, while Brazil ranked among the top five in terms of downloads, reflecting high user interest and adoption. 

Tapping into this momentum, BIGO Ads helped a ShortDrama app achieve strong results in both markets, with a $0.8–$1 CPI and 30%+ D0 ROAS in the US, and $0.1 CPI with 55%+ D0 ROAS in Brazil. The strategy focused on selecting high-performing media channels early on, using ROAS-based bidding to boost returns, and optimizing for Day 7 retention. Creatives showcased the app’s rich content through story-driven video ads, driving strong engagement with a 26% CTR and 2.5% CVR. 

Casual games continue to dominate the global gaming market, accounting for over 80% of mobile game downloads in 2024, but scaling internationally while acquiring high-value users remains a challenge for developers. 

INDIEZ, a leading casual game publisher, partnered with BIGO Ads to overcome these hurdles and successfully achieved a 30% ROAS growth and a notable boost in eCPM. By leveraging BIGO Ads' smart targeting with ROAS bidding and CPI campaigns, INDIEZ efficiently reached premium users across markets using oCPC models that balanced cost and conversion. To further maximize revenue, BIGO Ads also provided seamless ad integration help INDIEZ delivering the right ad to the right user, and preserving a smooth and engaging gaming experience.

Ready to take your App growth to the next level? Contact BIGO Ads today to explore customized user acquisition strategies and unlock new growth opportunities!