An install is
just the beginning.
Plan acquisition around the action that matters after installation. Align the audience, ad creative, store experience, and available in-app reporting before deciding where to expand.
Discuss your app- Ad & store pageSet a clear expectation.
- InstallSee who takes the first step.
- First useful actionRegistration, first use, or purchase.
- Return & engageReview the behavior that follows.
Use available event reporting to guide the next audience or creative test.
Choose the action
before the audience.
An install is a starting point. Decide which behavior signals value for your app, then make sure the campaign can be evaluated against it.
- Define activation.
- A completed registration, a first workout, or a first order could matter. Choose the event and the time window that fit your product.
- Keep the promise consistent.
- Connect the ad’s message with the store listing and the first session. Give a new user a clear reason to take the next step.
- Compare like with like.
- Look at acquisition sources at the same point after installation. Read cost beside the post-install behavior available in your reporting.
For app developers and mobile businesses
Whether you are preparing a launch, entering a market, or reviewing an existing campaign, start with the users and actions you want to understand.
Put cost
beside quality.
A lower install cost is useful context. What those users do next helps you decide where to invest.
Read our guide to post-install measurement- Cost per install
- What it costs to acquire a new installation.
- Post-install conversion
- How many acquired users reach the agreed event.
- Engagement over time
- What users do after the first session, where reporting is available.
Let’s talk about your app.
Tell us about your app, the markets you serve, and the action that matters after installation.