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Technology Services

Mobile App Marketing

Store optimisation, acquisition and retention for apps with a real user base to grow.

Mobile App Marketing — representative deliverable
Overview

Mobile App Marketing

App marketing has a harsher economy than web. Acquisition costs are high, most installs never become active users, and the store listing does more to determine conversion than any campaign creative. Spending on installs before the listing and the onboarding are working is the most common way app budgets disappear.

So we start with store optimisation and the funnel from install to activation. Listing, screenshots, description, keyword field and review position are tested and improved first, because every point of conversion gained there reduces the cost of every install afterwards.

Then acquisition, measured on activated and retained users rather than installs, with retention work — onboarding, lifecycle messaging, re-engagement — treated as part of the same programme rather than someone else's problem.

What you receive

Every item below is issued in your own template, with your layer conventions, title block and revision scheme.

  • App store optimisation for both App Store and Google Play
  • Keyword research and metadata optimisation with A/B testing
  • Screenshot, preview video and listing creative production
  • Store listing conversion testing and iteration
  • Paid acquisition — Apple Search Ads, Google App Campaigns, Meta
  • Attribution and event tracking setup and validation
  • Onboarding funnel analysis and activation improvement
  • Lifecycle messaging — push, in-app and email sequences
  • Review and rating management programme
  • Cohort reporting on retention, activation and cost per retained user

Production detail

EngagementMonthly retainer, minimum three months
PlatformsApple App Store and Google Play
AttributionAppsFlyer, Adjust, Firebase or your existing stack
Primary metricsCost per activated user, day-30 retention, LTV where measurable
Ad spendPaid directly by you, never marked up
ReportingMonthly cohort report plus a live dashboard

Software and formats

We work in your toolchain. If something you use is not listed, ask — the list below is only what we use most.

App Store ConnectGoogle Play ConsoleApple Search AdsGoogle AdsMeta Ads ManagerAppsFlyerAdjustFirebaseAmplitudeBraze

Frequently asked

Optimisation, almost always. Improving listing conversion makes every subsequent install cheaper, and it costs a fraction of a campaign. Running acquisition into a poorly converting listing is how app budgets get spent with nothing to show.

We build web applications and progressive web apps. Native iOS and Android development is not something we claim in house, and we would rather refer you to a specialist than learn on your budget.

Cost per activated user and day-30 retention, not installs. An install that never opens the app twice has negative value once you count the acquisition cost, and reporting on install volume hides exactly that.

Yes, and it is usually the higher-return work. Onboarding funnel analysis, lifecycle messaging and re-engagement campaigns move retention, and a retention improvement compounds across every user you have already paid for.
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Scope, price and programme come back in writing before anything starts. Most first projects are a single deliverable so you can judge us on output, not on a pitch.

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