How Mapendo Helps App Developers Optimize Their UA Activities

Giulia Zonno
January 10, 2024
How Mapendo Helps App Developers Optimize Their UA Activities

Despite the continuous evolution that affects the mobile app marketing industry, carrying out successful user acquisition campaigns remains of paramount importance. However, during recent years User Acquisition (UA) has evolved too, becoming more sophisticated thanks to A.I. and tech companies in the ecosystem. 

Nowadays, app developers don’t look only for installs and new users; conversely, they aim at optimizing metrics such as CPA, CAC, ROI and any other element that can help profitability and enhance their user acquisition strategies. 

In this article we will tell you which strategies Mapendo uses in order to help app developers optimize their UA activities towards the most common user acquisition KPIs, encompassing contextual targeting, A.I.-powered automatic optimization and dynamic ad units. 

What are User Acquisition KPIs

Generally speaking, within the domain of mobile apps, a key goal for ensuring success is to carry out effective and successful user acquisition campaigns that allow you to target the right audience

In this case, having a well-defined set of Key Performance Indicators (KPIs) is crucial, as they provide insights into whether your user acquisition efforts are achieving their goals and whether you are efficiently managing your budget.

Some common user acquisition KPIs are: Cost per Action (CPA), Customer Acquisition Cost (CAC), and Return On Investment (ROI). 

  • CPA: In mobile app marketing, Cost per Action is a pricing model in which marketers pay media sources when a user takes a specific action within the app (a subscription, a purchase, or any other post-install event relevant to the developers) after having engaged with the ad placed; in most cases it is a post-install event directly linked to monetization for the app developer.

  • CAC: Customer Acquisition Cost refers to the total cost a business incurs to acquire a new customer. It encompasses all expenses associated with marketing, advertising, and other efforts aimed at attracting potential customers and converting them into paying customers.

  • ROI: Return On Investment indicates the profitability of your mobile advertising by comparing the gains from the app against the costs associated with its development and marketing. It is the measure of the financial success and efficiency of the investment in promoting and acquiring users for a mobile app.

Contextual Targeting to Reach Your Ideal Audience

Contextual targeting is an effective and useful user acquisition tool. It is an automated process that involves the use of algorithms to align advertisements with relevant content in an app or webpage, effectively reaching the target audience. 

The benefits of contextual targeting in mobile app marketing and in user acquisition campaigns are substantial. First, it enables advertisers to target users based on their interests, ensuring that ads are displayed when users are most likely to engage with the offer. This not only prevents wasted impressions on uninterested users but also mitigates ad fatigue. 

Aligning brand messaging with content enhances a natural user experience, makes ads more captivating and impactful, and drives more actions

Additionally, contextual targeting adheres to privacy regulations. Indeed, with current privacy regulations, it is not possible to use lookalike audiences, making contextual targeting the best possible solution, as it maintains user privacy and offers a more cost-effective alternative to third-party audience data. 

Mobile apps seamlessly integrate with contextual targeting, making them an optimal choice. App stores, characterized by their dynamic nature, mirror the ever-changing users’ preferences. Through contextual targeting, advertisers can effortlessly stay in tune with emerging trends, ensuring a more effective user acquisition activity.

Automatic Optimization Towards Given KPIs with A.I.

As we have anticipated above, in mobile app marketing the key to success lies in implementing effective user acquisition campaigns and optimizing them towards specific KPIs. 

However, the effective management of KPIs becomes increasingly challenging amid escalating data intricacies and the demand for real-time insights. Herein, Artificial Intelligence (A.I.) emerges as a transformative force in KPI management. 

The integration A.I has ushered in a transformative era of efficiency, precision, and data-driven decision-making, especially when it comes to KPIs like Return On Investment (ROI). This is due to these new tools automatically collecting data from diverse sources and analyzing it in real-time. 

A.I.-powered automatic optimization in mobile app marketing involves the utilization of advanced algorithms and machine learning models to enhance various facets of campaigns performance. 

One crucial aspect is the optimization of user acquisition, where A.I. analyzes several dimensions together such as O.S. version, app placement, internet A.I. provider, device model, etc., identifying clusters of users that generate a greater ROI. 

Optimizing user acquisition through A.I. not only fosters user loyalty, but refines the efficiency of ad spend and contributes significantly to reducing user acquisition costs, contributing directly to the overall ROI of the marketing campaign. 

Use of Dynamic Ad Units

The other way through which Mapendo helps app developers optimize their user acquisition activities is the implementation of very innovative mobile games ads, that is, our dynamic ad units. 

Dynamic multi-page ads are a type of ad creatives that combine captivating videos ads followed by interactive playable segments; end cards will be added at the end which will redirect users to the app store.

As highlighted in a prior article, Mapendo has been working in the development of this highly promising product that has already proved to be an effective strategy in mobile app marketing, games advertising, and user acquisition campaigns. 

Indeed, our dynamic ad units - in addition to having increased ROI by 70% - generate significant rise in the quality of new users, as well as a boost in conversation rate and installations.

Despite the ongoing changes in the mobile gaming industry, one constant factor is the enduring importance of implementing compelling and well-crafted ad creatives.


The dynamic world of mobile app marketing underscores the crucial role of user acquisition campaigns in achieving success. In this article, we have told you how Mapendo employs innovative strategies to optimize user acquisition activities for app developers: 

  • User Acquisition KPIs, including CPA, CAC and ROI, are identified as essential benchmarks for evaluating the effectiveness of campaigns. 

  • Contextual targeting, leveraging automation and algorithms to align advertisements with relevant content, enhances user engagement by targeting individuals based on their interests, and ensures compliance with privacy regulation. 

  • The integration of Artificial Intelligence (A.I.) into user acquisition campaigns significantly impacts the overall ROI of marketing campaigns. It refines target audience identification, fostering user loyalty and reducing acquisition costs. 

  • Mapendo’s dynamic ad units, combining captivating video ads with interactive playables, determine remarkable increase in ROI and quality of new users. This approach also boosts conversation rates and installations.

In essence, the confluence of all these elements to optimize user acquisition activities reflects a holistic and adaptive approach by Mapendo. As the mobile gaming industry continues to evolve, our commitment to innovation and effectiveness remains unwavering, offering app developers a comprehensive toolkit to navigate the complexities of user acquisition campaigns.