Mobile App Growth: The Top 5 Must Know Strategies

Mapendo Team
July 27, 2022
Mobile App Growth: The Top 5 Must Know Strategies

Your mobile app growth journey begins as soon as your app hits the store. But your app growth strategy needs to be planned long before this. There are a lot of different mobile apps in the market, including yours, meaning that even if your idea for a mobile app is original, success depends on a sound app growth strategy.

By 2025, there will be a projected 7.49 billion mobile users worldwide. Mobile app growth strategy includes organic strategies for app growth such as app store optimization, however paid user acquisition activities like app install campaigns make your app growth strategy even more effective.

Mobile app growth strategy 

These are the 5 main factors to consider for successful mobile app growth:

  1. Learn as much as you can about your Target User
  2. Marketing campaigns
  3. CPI or CPA payout model
  4. Leverage machine learning and artificial intelligence
  5. Attribution technologies & enabling VTA (View-Through Attribution)

Learn as much as you can about your Target User

Unless you fully understand your user journey and the market, you won't be successful in marketing your app, regardless of the app growth strategy you choose. 

When you observe that one mobile app user segment reacts to your marketing efforts in a different way than others, don't be shocked. Your efforts to reach and service your target user will be more successful if you have a better understanding of the user funnels and the needs of your target users themselves. 

Marketing campaign: programmatic or affiliate

Programmatic advertising and affiliate marketing are your two primary choices for paid user acquisition for successful mobile app growth. Something to keep in mind when you are focusing on app growth is that you have to be aware of the distinctions between programmatic and affiliate marketing and to choose the one that is best for your campaign.

These two sides have always existed in advertising: while in the past the negotiation of inventory between DSPs and SSPs was carried out mostly manually, now with programmatic advertising the two actors are still there, but the process is fully automated.

A finer targeting ability will make your app install campaign performance and ROAS boost and, indeed, programmatic advertising can make you save money and time in your app user acquisition strategy.

CPI or CPA payout model

The type of payout model you choose to select for your mobile app growth strategy is the first thing to think about if you want to run a successful app install campaign. CPI and CPA are the two basic models in the context of mobile app install campaigns.

When an app is installed and opened by a user as a result of an advertisement, advertisers pay ad networks and DSPs through a CPI (Cost-per-Install) campaign. In a CPA campaign, the advertiser only compensates the DSP (Demand Side Platform) or ad network when consumers take the exact in-app action they've chosen (subscription, item purchase or order, for example). This is typically a safer pricing model for advertisers, who can choose as payable event a post-install action aligned with their business KPI, so that they can generate revenue when users perform such events. For more on CPI CPA read our article.

Implement machine learning and artificial intelligence

AI and ML tools can organize user data, examine user insights, and interact with users in a variety of useful ways. The technologies can be used to promote your app more effectively. 

You must track your results once an app install campaign has begun in order to decide what course of action to take next. Using algorithms is a crucial part of this process. DSPs are used by many advertisers to manage their app install campaigns since they employ machine learning and artificial intelligence to collect data, assess results, and enhance performance.

The optimization of your mobile app growth is around the analysis of data and preliminary results; through reports, you can identify the campaign's strengths as well as its flaws and the elements that need to be modified or enhanced. To change your mobile app growth strategy over time and make sure you are conducting a successful app install campaign, data-driven optimization is essential. Additionally, machine learning algorithms allow optimizing app install campaigns towards crucial marketing metrics such as ROAS, use LTV and CAC.

Attribution technologies and enabling VTA (View-Through Attribution)

Choosing the appropriate attribution technology, or the method of attributing results to an advertising campaign, is another crucial step of your mobile app growth strategy. The primary attribution model for mobile app growth marketing is last touch, which states that if a user interacts with numerous advertising, the install or post-install conversion would be credited to the last ad the user has interacted with.

The View-Through Attribution (VTA) and Click-Through Attribution (CTA) technologies are the two primary models in mobile app install campaigns, and make for strong mobile app growth. By enabling VTA it is possible to have a more complete understanding of the performance of all your marketing campaigns and partners.


Remember, app growth without a strategy is nothing but sheer luck. And, in business, you cannot simply rely on your luck. You must have a mobile app growth strategy.

  • No special formula exists for the ideal mobile app growth plan. You must consider the market, product, and services it delivers, as well as the target audience.

  • You may greatly increase the size, engagement, and retention of your user base by putting the ideas covered here into practice.

  • Be imaginative and try new things.

By following what we have outlined you should be on your way to mastering app growth strategy and ensuring your app stands out from the competition. For more on how to grow a successful app campaign read our article