📱 App Marketing & User Acquisition
Grow Your App With High-Quality Users at Scale
We run performance-driven app marketing campaigns across Meta, Google UAC, TikTok, and Apple Search Ads — driving high-quality app installs, in-app purchases, and user retention at scalable cost per install and cost per action.
App User Acquisition That Focuses on Quality, Not Just Volume
Vanity installs from broad app campaigns generate high install counts but low active users and poor retention — burning budget without building a sustainable user base. We run app marketing campaigns optimised toward in-app events rather than just install volume.
We manage the complete app UA stack: Meta App Install campaigns, Google Universal App Campaigns, TikTok App Ads, and Apple Search Ads — with Firebase, Adjust, or Appsflyer attribution setup and creative testing frameworks designed for each platform format.
Why Quality App Acquisition Matters
Install volume is vanity. Day-30 active users and in-app revenue is the real metric.
In-App Event Optimisation
We optimise campaigns toward in-app events that predict LTV — registration, first purchase, subscription activation — using MMP data to feed platform algorithms accurately.
Mobile Measurement Partnership
Full MMP setup with Firebase, Adjust, or Appsflyer providing accurate install attribution across all platforms — essential for understanding true CPI post-iOS14.
App Creative Strategy
Playable ads, video demo clips, feature highlight carousels, and user testimonial formats — each tested systematically to identify the creative angles that drive highest-quality users.
Apple Search Ads
High-intent app discovery from App Store searches — often the most cost-effective channel for apps with strong organic keyword presence and a clear value proposition.
Retention-Correlated Targeting
We build audience targeting strategies that correlate with Day-30 and Day-60 retention — finding user segments that install AND stay active.
LTV-Based Scaling
As MMP data matures, we shift scaling decisions toward User LTV rather than CPI — ensuring budget scales toward cohorts that generate the most long-term revenue.
Our App Marketing Launch Process
From MMP setup to scaled campaigns in 2–3 weeks.
MMP & Attribution Setup
Firebase, Adjust, or Appsflyer implementation with in-app event mapping, platform SDK integration, and postback configuration — ensuring every install and in-app action is accurately attributed.
Creative Asset Production
Video app demos, feature highlight videos, playable ad briefs, and static creative assets across required sizes for Meta, Google UAC, and TikTok placements.
Campaign Launch & Event Optimisation
Campaigns launched with in-app event optimisation targets, structured A/B tests, and platform-specific audience strategies — moving bidding toward higher-value events as data accumulates.
Scale Quality Users, Suppress Churn
Monthly cohort analysis to identify high-LTV user acquisition sources — scaling toward channels that produce retained users and suppressing campaigns that drive install-and-churn behaviour.
App Marketing Performance
User acquisition benchmarks from app campaigns we manage.
App Marketing in Action
🏆 Case Study — Mobile App India
How an Indian Social App Cut CPI by 48% While Improving Day-30 Retention
Caarisma, an Indian social app, was acquiring installs at high CPI with poor Day-30 retention. We restructured campaigns toward registration and profile completion events, implemented Firebase attribution, and shifted creative toward community belonging angles — cutting CPI by 48% while improving Day-30 retention significantly.
What Our App Marketing Clients Say
"We were getting installs but they were churning within a week. EmergingAds shifted optimisation toward in-app events and our active user base grew significantly at lower cost per retained user."
"The Firebase attribution setup was the foundation everything else was built on. Without accurate attribution data we had no idea which channels were driving retained users vs churners."
"Apple Search Ads was a channel we had completely ignored. EmergingAds set it up and it became our lowest CPI and highest Day-30 retention channel within 60 days of launch."
App Marketing — Frequently Asked Questions
Ready to Grow Your App With Quality Users?
Book a free app marketing audit. We will review your current user acquisition setup and show you exactly where CPI and retention improvements are possible.