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Growing users for your app
Cost per install only matters once you know how many of those users sign up, deposit or buy. Adtek sets targets on post-install actions from day one.
When to use this service
A newly launched app that needs its first users, a growing app whose install costs are rising fast, or an app whose active users drop after a few weeks.
What Adtek does
Plan channels and budgets for Apple Ads, Google App Campaigns, Meta and TikTok. Set up measurement through an MMP (AppsFlyer or Adjust) so every channel is judged on the same metrics.
Run re-engagement for existing users, optimize the store listing (ASO) and test creative by user segment.
Plenty of installs, few real users
Campaigns optimized for cost per install often bring in people who install and leave: no sign-up, no account verification, no transactions. The reported cost looks low, but the cost of one real user is very high.
Adtek sets goals around post-install actions from day one and judges every channel with the same set of MMP data.
Get a consultation
Four steps from measurement to retention
Each step has its own metrics that decide the next one; budget is not scaled before we know which sources bring valuable users.
Measure
Set up an MMP (AppsFlyer or Adjust) and in-app events, and agree on the key metric: cost per user who signs up, verifies, tops up or purchases.
Test
Run small-budget tests across channels and compare user quality by channel, ad group and creative group.
Scale
Shift budget to the channels and creatives with the lowest cost per quality user, keeping a small share for new tests.
Retain
Re-engage users and optimize the store listing so users come back, lifting retention and lifetime value.
Optimize for post-install actions, not installs
With the same budget, the two approaches bring in very different users.
Optimize for cost per install (CPI)
Budget goes wherever installs are cheapest, and reporting stops at the install count.
Pros
- Installs grow fast and are easy to report
Cons
- Many users install and leave without creating value
- Hard to tell which channel brings real users
Optimize for post-install actions
Every channel, ad group and creative is judged by the cost of a user who signs up, verifies, tops up or purchases.
Pros
- Budget flows to the sources of genuinely valuable users
Cons
- The MMP and in-app events must be set up first; the early phase needs time to learn
From install to loyal user
Acquire quality users, lead them to their first valuable action, then optimize in-app events for long-term retention.
Acquire
Put the app in front of the right users.
- Apple Ads, Google App Campaigns, Meta, TikTok
- Contextual targeting: reach users while they read or search related topics
- Exclude placements that could harm the brand image
Activate
Lead users to their first valuable action.
- Optimize for sign-up, verification (eKYC) and first transaction events
- App store optimization (ASO): name, description, screenshots, video
- Creatives built around each use case and the product's key differentiators
Retain
Raise return rates and the value of each user.
- Re-engage users who installed but never used the app, abandoned carts or went inactive
- Tailored messages for each user group
- Optimize in-app events for lifetime value
Channels and tools
Channels are chosen by target user group and post-install goal, and measured against one standard.
One set of data for every channel
Reports use data from the MMP and the app's own system, not just ad platform figures.
Track and optimize
- Installs and post-install events by channel
- Cost per quality user
- Budget shifts across channels, ad groups and creatives
Review and plan
- Retention by user group
- Best-performing creative groups and channels
- Test plan for the next phase
What businesses often ask about app user acquisition
How much does an install cost?
Adtek does not quote a fixed price before reviewing the data. Cost depends on the industry, iOS or Android, and the action chosen as the goal; targets are set after a discovery session, based on the value each user brings.
Why do we need an MMP such as AppsFlyer or Adjust?
Each ad platform reports in its own way and may double count. An MMP records installs and post-install events to one standard, so channels can be compared fairly.
Should an app that is about to launch start now?
Yes, preparation should start before launch: tracking, store listing, creatives and channel plan, so the first users arrive as soon as the app goes live.
Does Adtek handle app store optimization (ASO)?
Yes. Adtek optimizes the name, description, screenshots and video on the App Store and Google Play so more store visitors tap install.
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