1. How to acquire high lifetime value
(LTV) app users at scale?
May 12, 2015

2. User acquisition management
User Acquisition Management (UA) is one of the most
crucial parts of integrated app marketing efforts. App user
acquisition is usually defined as an action of downloading
and installing a mobile app through organic search, word
of mouth, paid campaigns or referrals. While most
companies in the mobile app marketing ecosystem usually
concentrate on paid traffic campaigns, there are many
more channels to consider when planning your user
acquisition strategy.

3. Which metrics allow to detect loyal users?
With any approach you take, you need to closely track your
app analytics in order to create a truly profitable marketing
strategy.
Using the information gained from retention analysis and
behavioral data, you can determine the best paid channels
delivering the highest return on marketing investment (ROMI)
and focus acquisition efforts on those areas.
Based on the initial campaign results, you will be able to
optimize your User Acquisition campaign and redistribute the
budget to bring you the highest possible results.
.

4. .
Analytics setup
A high-performing User Acquisition (UA) campaign starts with user behavior
analytics inside your app. We recommend conducting the primary definition of loyal user behavior by
means of a specialized analytical and statistical system such as Mixpanel, Flurry or Google Analytics.
When major points of the funnel are defined, they are transferred to tracking systems such as
Appsflyer or Adjust. These systems respectively analyze those parameters and allow you to make the
prompt decision regarding the quality of each particular channel.
It is necessary to define features that single out an app’s loyal user from all other users. This is almost
impossible to do without using an analytic system that should be set according to specific
requirements.
The following are key metrics that allow you to detect your loyal users:

5. Which metrics allow to detect loyal users?
Payment
It is important to know the following:
a. Period until the first payment - either the number
of days or a total time (hours) that a user spent
using the app
b. Number of app launches until the first payment -
how many times a user launched the app and
used it until they made their first in-app purchase
c. Views of the page with prices
.

6. Which metrics allow to detect loyal users?
Retention
How often a user returns to the app again and again.
Retention is calculated according to the following
calculations and applied in analysis of different cohorts:
a. 1 day retention
b. 7 day retention
c. 30 day retention
.

7. Which metrics allow to detect loyal users?
In-app events
Specific events depending on the particular app define what key
milestones a user has reached while studying/using the app. It
is highly recommended to set the analytic system in order to
know when each specific event took place for the first time:
a. Registration is completed
b. Tutorial is completed
c. Social media sharing is performed
d. All virtual money is spent
e. How long a user used the app from install to first
leave

8. Measure and optimize
Our approach
Captivate Connect Convert
Sustain long-term campaign performance
Measure all promotional efforts
Measure and
optimize
Measure and
optimize
Use advanced mobile targeting solutions

9. Managing your UA campaigns
Depending on your campaign goals and marketing strategy, we consider using mobile
performance ad networks, mobile video, social platforms (i.e. Facebook and Twitter), RTB
programmatic buying and direct media placement at specific niche outlets. We have access to
most of the available mobile inventory so depending on your goals we can use one channel or
several networks and RTBs at the same time, if necessary.
Based on the initial campaign results, we will be able to optimize your user acquisition
campaign and redistribute the budget to bring you the highest possible results.

10. Strategies ComboApp uses
● Implementing a soft launch within limited territory and pre-defined number of installs
● Driving a high volume of new app installs to burst campaign
● Targeting specific media in niche markets
● Using the latest industry standards for advanced mobile targeting
● Driving sustainable long-term campaigns for steadily growing the user base
● Measuring, iterating and improving user acquisition
● Post-campaign analysis and recommendations

11. App user acquisition increases in 2015
This year, marketers should be prepared to change their
budget priorities and spend wisely as they enter a period of
renewed app investment for many brands.
As User Acquisition, by means of mobile advertising,
becomes more expensive and sophisticated, marketers
should consider the support of reliable mobile app
marketing partners, helping them to tailor their strategies
and improve their audience targeting and user experience
in order to achieve the massive scale they need for their
campaigns despite growing competition.
We have the necessary resources and expertise enabling
us to manage your User Acquisition campaigns 24/7 and
imply changes to them if necessary.
We have access to all major suppliers of mobile inventory,
including to RTB programmatic buying algorithms aiming to
simplify this complex journey helping you to leverage from
all your customer potential delivering real lifetime value.

12. About ComboApp
ComboApp Group is an app marketing company that provides app marketing services for a global mobile app
marketplace. The company is made up of three units which include ComboApp Consulting, ComboStore and GoWide.
The vital part of the group is the ComboApp's Innovation Hub - the team of programmers and analytics that supports all
projects.
ComboApp Consulting is a global mobile app marketing company aimed at supplying guidance and complex
assistance to companies who develop and promote their mobile apps. Having We provide clients with everything from
creative development - to - product/campaign strategy and analytics - to - media placement and traditional public
relations campaigns. This includes identifying target markets, validating concepts, shaping business models, qualitative
research, data analysis, preparing the app launch and more.
.
GoWide is a global mobile ad platform enabling businesses to run effective cost-per-mobile app downloads and mobile
CPA campaigns based on its own proprietary technology of programmatic media buying. Its unique algorithm -
consisting of aggregation and the inventory of mobile web and in-app publishers - allows dramatic optimization of ad
operations and lowers media buying costs for advertisers.
ComboApp, Inc.
Willis Tower, 93rd Floor
233 S Wacker Dr SUITE 9390
Chicago, IL 60606, US
Tel: (+1) 773.305.0886
Website: http://comboapp.com