<div class="sub-cat-page-holder"><div class="sub-cat-page-img"><img src="https://persona.ly/glossary/wp-content/uploads/2020/02/group-21.svg"/></div><div class="sub-cat-page-h-holder"><h2 class="sub-cat-page-title">Attribution</h2><h4 class="sub-cat-page-subtitle"><span class="sub-cat-page-subtitle">Mobile User Acquisition</span><span class="csr-page-counter"> -> Page <span class="max-for-title">1 of <span class="sub-cat-max-page"></span></span></span></h4></div></div><div class="search-sidebar-holder"><a href="/glossary/"><h3 class="search-sidebar-holder-title">UA Glossary</h3></a>[vc_widget_sidebar sidebar_id="single-page-sidebar" el_class="front-page-sidebar-holder"]<div class="search-sidebar-footer-holder"></div></div>{"id":1090,"date":"2020-11-26T08:43:21","date_gmt":"2020-11-26T08:43:21","guid":{"rendered":"https:\/\/persona.ly\/glossary\/?page_id=1090"},"modified":"2020-11-26T12:21:40","modified_gmt":"2020-11-26T12:21:40","slug":"mobile-user-acquisition","status":"publish","type":"page","link":"https:\/\/persona.ly\/glossary\/attribution\/mobile-user-acquisition\/","title":{"rendered":"Mobile User Acquisition"},"content":{"rendered":"<p>[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; css=&#8221;.vc_custom_1582730807176{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/02\/group-19.svg?id=58) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; el_class=&#8221;hero-first-section&#8221;][vc_column_text el_class=&#8221;page-heading&#8221; css=&#8221;.vc_custom_1593096796228{margin-top: 30px !important;}&#8221;]<\/p>\n<h1><a href=\"\/glossary\/\">UA <span class=\"color-ancient\">Glossary<\/span><\/a><\/h1>\n<p>[\/vc_column_text][vc_column_text]<p>Your source for everything mobile UA, from the basics to contentious standards, the glossary can help and inform both aspiring growth managers and experienced mobile app developers<\/p>\n[\/vc_column_text]<div class=\"ult-spacer spacer-69d299b012c50\" data-id=\"69d299b012c50\" data-height=\"105\" data-height-mobile=\"0\" data-height-tab=\"\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"0\" style=\"clear:both;display:block;\"><\/div>[\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;60&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;hero-section-image&#8221;][\/vc_column][\/vc_row][vc_section css=&#8221;.vc_custom_1583429011820{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/03\/bg_repeater_with_bg_svg.svg?id=320) !important;}&#8221; el_class=&#8221;post-content-section archive-page-custom single-subcat&#8221;][vc_row el_class=&#8221;covered-grace-font&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;gap-in-end-single&#8221;][vc_column_text][\/vc_column_text][vc_column_text]<style>.wp-show-posts-columns#wpsp-1096 {margin-left: -2em; }.wp-show-posts-columns#wpsp-1096 .wp-show-posts-inner {margin: 0 0 2em 2em; }<\/style><section id=\"wpsp-1096\" class=\" wp-show-posts\" style=\"\"><article class=\" wp-show-posts-single wpsp-clearfix post-1098 post type-post status-publish format-standard hentry category-mobile-user-acquisition tag-mobile-advertising tag-mobile-ua tag-mobile-user-acquisition tag-paid-media-marketing tag-user-acquisition-basics\" itemtype=\"http:\/\/schema.org\/CreativeWork\" itemscope><div class=\"wp-show-posts-inner\" style=\"\">\t\t\t\t\t\t<header class=\"wp-show-posts-entry-header\">\n\t\t\t\t\t\t\t<h1 class=\"wp-show-posts-entry-title\" itemprop=\"headline\"><a href=\"https:\/\/persona.ly\/glossary\/mobile-user-acquisition\/\" rel=\"bookmark\">Mobile User Acquisition<\/a><\/h1><div class=\"wp-show-posts-entry-meta wp-show-posts-entry-meta-below-title post-meta-inline\"><span class=\"wp-show-posts-posted-on wp-show-posts-meta\">\n\t\t\t\t\t<a href=\"https:\/\/persona.ly\/glossary\/mobile-user-acquisition\/\" title=\"8:48 am\" rel=\"bookmark\"><time class=\"wp-show-posts-entry-date published\" datetime=\"2022-11-26T08:48:43+00:00\" itemprop=\"datePublished\">November 26, 2022<\/time><time class=\"wp-show-posts-updated\" datetime=\"2022-12-11T12:41:00+00:00\" itemprop=\"dateModified\">December 11, 2022<\/time><\/a>\n\t\t\t\t<\/span><\/div>\t\t\t\t\t\t<\/header><!-- .entry-header -->\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"wp-show-posts-entry-content\" itemprop=\"text\">\n\t\t\t\t\t\t\t<p>[vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_custom_heading text=&#8221;What is user acquisition?&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23|||&#8221;][vc_column_text]<span style=\"font-weight: 400;\">User acquisition, or in short, UA, is the process in which mobile apps (or other products) obtain new users through marketing. User acquisition in the context of mobile apps usually refers to a strategy built to achieve a significant volume of app installs to increase your user base or targeting high-value potential users to increase your revenue cycle.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">User acquisition is at the core of every app (and product) since, at its most basic, it signifies growth. Simply put, the more users the app has, the bigger the potential revenue and success.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Why is User Acquisition Important? &#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading purple-back&#8221; link=&#8221;url:%23|||&#8221;][vc_single_image image=&#8221;1101&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;single-post-image-back&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Any product, service, store, or brand, needs user acquisition. User acquisition is a way to guarantee the product maintains an active user base. The easiest way to explain it is by example. It\u2019s not a perfect analogy, but let\u2019s compare a new app and a new physical store.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">When a new physical store opens, consumers, who walk down the street and see it, walk-in. Some of them would make purchases, most of them won\u2019t. Some of them will come back and buy again, most, unfortunately, just won\u2019t. So far, somewhat good, as the store got some initial organic traction.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Now, after its opening, if the store won\u2019t <\/span><span style=\"font-weight: 400;\">invest any effort in advertising itself<\/span><span style=\"font-weight: 400;\">, it\u2019d be hard to bring in new customers. Over time, the initial boost of customers will die down, and without actively bringing in new customers, it\u2019d be hard to keep the store profitable, by solely relying on the random bypassers (or the few returning customers).\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">In reality, some stores are able to maintain a revenue stream based on their premium and central location, and the fact that there is a lot of \u2018organic traffic\u2019 around, which is exactly why such locations are extremely expensive and rare.<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">In order to not only stay profitable but actually grow, this new store will have to invest in advertising and <\/span><span style=\"font-weight: 400;\">reach new customers.<\/span><span style=\"font-weight: 400;\"> The more customers &#8211; the greater the revenue potential (i.e, the more people enter the store, the bigger the chances someone will buy something! Of course, the more relevant your new customers are, the better the odds).\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">When it comes to mobile apps, the challenge is even bigger. Though users can enter an app store, search, and install, this rarely happens and no developer can or should count on organic installs (there are no actual \u201cbypassers on the street\u201d).<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">In combination with the fact that most apps are free to download and use, user acquisition plays a much bigger role. Most app developers simply cannot rely on organic traffic and this free-to-use model requires them to scale their apps quickly, which <\/span><span style=\"font-weight: 400;\">necessitates user acquisition<\/span><span style=\"font-weight: 400;\">.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Another problem with apps, which requires constant scaling, is the high churn rate. While <a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/retargeting-in-the-programmatic-ecosystem\/?utm_source=Glossary&amp;utm_medium=post&amp;utm_campaign=mobileUA\">retargeting and remarketing campaigns are also important<\/a>, having a strong UA strategy, aiming to target high-quality users in the first place, is essential.\u00a0<\/span>[\/vc_column_text][vc_column_text]<!-- Widget Shortcode --><div id=\"custom_html-7\" class=\"widget_text widget widget_custom_html widget-shortcode area-sidebar-form-mobile \"><div class=\"textwidget custom-html-widget\"><div class=\"subscribe-footer-from-holder sidebar-form-intouch\">\r\n<h3>Looking for app growth opportunities?<\/h3>\r\n<p>Leave your email and we'll get \r\nback to you!<\/p>\r\n<form class=\"subscribe-footer-from\">\r\n\t<div class=\"subscribe-footer-from-email-holder\"><input type=\"email\" class=\"subscribe-footer-email\" placeholder=\"Enter your email\"><\/div>\r\n<button class=\"subscribe-footer-submit\">\r\n\tGet in Touch\r\n<\/button>\r\n<\/form>\r\n<\/div>\r\n<div class='subscribe-footer-from-thankyou gsifthy'>\r\n\t<img alt=\"\" src=\"\/glossary\/wp-content\/uploads\/2020\/08\/02.svg\">\r\n<h3>Thank you for your interest!<\/h3>\r\n<p>Our team will contact you with more details.<\/p>\r\n<\/div>\r\n<div class=\"search-sidebar-footer-holder gisf\"><\/div><\/div><\/div><!-- \/Widget Shortcode -->[\/vc_column_text]<div class=\"aio-icon-component   error-noty style_1\"><div id=\"Info-box-wrap-1598\" class=\"aio-icon-box left-icon\" style=\"\"  ><div class=\"aio-icon-left\"><div class=\"ult-just-icon-wrapper  \"><div class=\"align-icon\" style=\"text-align:center;\">\n<div class=\"aio-icon-img \" style=\"font-size:71px;background:rgba(255,255,255,0.01);display:inline-block;\" >\n\t<img class=\"img-icon\" alt=\"null\" src=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/03\/combined-shape.svg\"\/>\n<\/div><\/div><\/div><\/div><div class=\"aio-ibd-block\"><div class=\"aio-icon-header\" ><h3 class=\"aio-icon-title ult-responsive\"  data-ultimate-target='#Info-box-wrap-1598 .aio-icon-title'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\">The Unlikelihood of Organic Virality <\/h3><\/div> <!-- header --><div class=\"aio-icon-description ult-responsive\"  data-ultimate-target='#Info-box-wrap-1598 .aio-icon-description'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\"><span style=\"font-weight: 400;\">As the number of available apps grows (2.2 million in the App Store, and 2.8 million in the Play Store, as of 2020), it\u2019s becoming virtually impossible to scale through organic installs. In the current ecosystem, it\u2019s essential for marketers to spend money to make money, and invest in UA in order to scale their app.\u00a0<\/span><\/div> <!-- description --><\/div> <!-- aio-ibd-block --><\/div> <!-- aio-icon-box --><\/div> <!-- aio-icon-component -->[vc_column_text]<span style=\"font-weight: 400;\">Though organic installs are negligent, store ranking is still important. Having a high number of users who downloaded and installed the app helps the app\u2019s overall ranking in the app store. Since, in the past, it was used to manipulate store ranking, it\u2019s overall influence on the ranking has reduced, but it still plays a role and has some significance.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Considering all of the above, without a clear and concise UA strategy, it\u2019d be hard to find and convert new users. Luckily, today, most UA mobile campaigns are <a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/data-activation-in-mobile-ua\/?utm_source=Glossary&amp;utm_medium=post&amp;utm_campaign=mobileUA\">data-driven<\/a> and are focused not only on scale but also on reaching engaged and active users.<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;The Different Types of User Acquisition&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23|||&#8221;][vc_column_text]<span style=\"font-weight: 400;\">There are three central types of UA: Paid, Owned, and Organic.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Paid Media Marketing&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Paid UA is one of the most commonly known UA methods, and probably the first one to come to mind when thinking of UA. Paid marketing refers to all media channels through which apps can run ads.<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Media channels can be social networks such as Facebook, Twitter, LinkedIn, or it can be alternative channels such as ad networks and<a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/choosing-a-dsp\/?utm_source=Glossary&amp;utm_medium=post&amp;utm_campaign=mobileUA\"> DSPs<\/a> who run in-app ads and enables marketers to diversify outside of social networks. In these channels (both social and the alternatives), a marketer can use a wide variety of ads from native, banner, and interstitial ads. These ads can be dynamic, playable ads, video ads, and more depending on the product, branding, and the available budget.<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Another form of paid media marketing is through<\/span><a class=\"custom-link-content\" href=\"https:\/\/www.adjust.com\/blog\/how-to-look-beyond-your-branding-with-influencer-marketing\/\"><span style=\"font-weight: 400;\"> influencer marketing<\/span><\/a><span style=\"font-weight: 400;\">. Influencer marketing is when <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/blog\/2018\/04\/buying-trust-thoughts-on-influencer-marketing\/?utm_source=Glossary&amp;utm_medium=post&amp;utm_campaign=mobileUA\"><span style=\"font-weight: 400;\">collaboration is formed between a brand and an online personality<\/span><\/a><span style=\"font-weight: 400;\">, with the belief (and usually the data to back it) that this personality has an audience that is relevant to the brand and can promote the app and introduce it to new users.\u00a0\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">With the rise of social networks and the success of individuals in these platforms, influencer marketing has immensely increased in popularity in the last couple of years.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">All of these marketing methods require an investment of marketing dollars in other media channels in order to promote the app.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Owned Media Marketing &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Owned media marketing, on the other hand, means using existing marketing assets to obtain users. Owned media can be anything from a mailing list, SMS, QR codes, and more.<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">UA campaigns that utilize owned media can be a newsletter campaign inviting web users to migrate to the app, or an incentivized invite code encouraging users to invite their friends in exchange for in-app currency.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Owned media marketing enables marketers to scale their app using their self-owned assets and users. It usually still requires a budget, though usually a much lower budget, and enables a limited amount of growth (it\u2019s not as scalable as a paid media marketing campaign).\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Organic Media Marketing &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">When it comes to mobile apps, organic marketing means app store optimization (ASO). Similar to SEO (search engine optimization) on the web, ASO serves to organically promote the app in the app store.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">This means adjusting and optimizing everything from the title to the description, the keywords, and the category. As mentioned above, since the competition is fierce, scaling from organic installs is not really feasible, so organic media marketing won\u2019t serve as a UA strategy.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">With that being said, ASO is still essential since this optimization is taken into account by the algorithm when ranking apps in the app store. Having an optimized page in the app store is crucial, as it still serves as a gateway to conversions. An optimized page shows credibility and helps gain new users\u2019 trust in their final stop before an install.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Making the Most Out of User Acquisition&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading purple-back&#8221; link=&#8221;url:%23|||&#8221;][vc_column_text]<span style=\"font-weight: 400;\">When planning a UA strategy, marketers and app developers need to consider the basics. There are some crucial decisions to make, to help build the best strategy for your app.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Choosing an MMP &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/mmps\/?utm_source=Glossary&amp;utm_medium=post&amp;utm_campaign=mobileUA\"><span style=\"font-weight: 400;\">Choosing a mobile measurement platform <\/span><\/a><span style=\"font-weight: 400;\">will help you track the performance of your campaigns and the quality of the users your app is acquiring. The different MMPs provide additional services and serve apps of different sizes.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Choosing a DSP&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/choosing-a-dsp\/?utm_source=Glossary&amp;utm_medium=post&amp;utm_campaign=mobileUA\"><span style=\"font-weight: 400;\">Choosing a demand-side platform<\/span><\/a><span style=\"font-weight: 400;\"> that fits your app\u2019s needs will help you set up the campaigns you want and help in maximizing your app\u2019s growth potential.<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">If you\u2019re unsure as to why you need an MMP, you can read our entry about <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/why-attribution-matters\/?utm_source=Glossary&amp;utm_medium=post&amp;utm_campaign=mobileUA\"><span style=\"font-weight: 400;\">why attribution matters<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Programmatic Campaigns &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">In this day and age, UA campaigns are shifting towards programmatic and ML-based campaigns, while ad networks are turning obsolete. To get a better understanding of the programmatic UA world, we recommend reading our <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/intro-to-programmatic-mobile-user-acquisition\/?utm_source=Glossary&amp;utm_medium=post&amp;utm_campaign=mobileUA\"><span style=\"font-weight: 400;\">intro to programmatic UA<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb\/?utm_source=Glossary&amp;utm_medium=post&amp;utm_campaign=mobileUA\"><span style=\"font-weight: 400;\">the basics of real-time bidding<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">After gaining a better understanding of the two, you can dive deeper into the data with our <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/data-activation-in-mobile-ua\/?utm_source=Glossary&amp;utm_medium=post&amp;utm_campaign=mobileUA\"><span style=\"font-weight: 400;\">data activation entry<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/performance-metrics\/the-cornerstone-kpis-for-mobile-ua\/?utm_source=Glossary&amp;utm_medium=post&amp;utm_campaign=mobileUA\"><span style=\"font-weight: 400;\">key KPIs<\/span><\/a><span style=\"font-weight: 400;\">, to make sure you\u2019ve set the right KPIs for your campaigns.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">And lastly, once your user acquisition campaigns are up and running, you\u2019d want to set up a\u00a0 <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/retargeting-in-the-programmatic-ecosystem\/?utm_source=Glossary&amp;utm_medium=post&amp;utm_campaign=mobileUA\"><span style=\"font-weight: 400;\">retargeting campaign<\/span><\/a><span style=\"font-weight: 400;\"> to regain users who turned inactive.<\/span>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n\t\t\t\t\t\t<\/div><!-- .entry-content -->\n\t\t\t\t\t<\/div><!-- wp-show-posts-inner --><div class=\"wpsp-clear\"><\/div><\/article><\/section><!-- .wp-show-posts -->[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;gap-in-end-single single-subcat-widget&#8221;][vc_column_text][\/vc_column_text][vc_single_image image=&#8221;708&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221; css=&#8221;.vc_custom_1606393300102{margin-bottom: 43px !important;}&#8221;][vc_column_text]<!-- Widget Shortcode --><div id=\"custom_html-6\" class=\"widget_text widget widget_custom_html widget-shortcode area-sidebar-form \"><div class=\"textwidget custom-html-widget\"><div class=\"subscribe-footer-from-holder sidebar-form-intouch\">\r\n<h3>Looking for app growth opportunities?<\/h3>\r\n<p>Leave your email and we'll get \r\nback to you!<\/p>\r\n<form id=\"subscribe-footer-from\" class=\"subscribe-footer-from\">\r\n\t<div class=\"subscribe-footer-from-email-holder\"><input type=\"email\" class=\"subscribe-footer-email\" placeholder=\"Enter your email\"><\/div>\r\n<button data-sitekey=\"6Lcl6eIkAAAAAIJsyVC0Qmc2ZTAgfz3pqyAeJjYI\" data-callback=\"onSubscribeFooterSubmit\" data-action=\"submit\" class=\"g-recaptcha subscribe-footer-submit\">\r\n\tGet in Touch\r\n<\/button>\r\n<\/form>\r\n<\/div>\r\n<div class='subscribe-footer-from-thankyou gsifthy'>\r\n\t<img alt=\"\" src=\"\/glossary\/wp-content\/uploads\/2020\/08\/02.svg\">\r\n<h3>Thank you for your interest!<\/h3>\r\n<p>Our team will contact you with more details.<\/p>\r\n<\/div>\r\n<div class=\"search-sidebar-footer-holder gisf\"><\/div><\/div><\/div><!-- \/Widget Shortcode -->[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; css=&#8221;.vc_custom_1582730807176{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/02\/group-19.svg?id=58) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; el_class=&#8221;hero-first-section&#8221;][vc_column_text el_class=&#8221;page-heading&#8221; css=&#8221;.vc_custom_1593096796228{margin-top: 30px !important;}&#8221;] UA Glossary [\/vc_column_text][vc_column_text][\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;60&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;hero-section-image&#8221;][\/vc_column][\/vc_row][vc_section css=&#8221;.vc_custom_1583429011820{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/03\/bg_repeater_with_bg_svg.svg?id=320) !important;}&#8221; el_class=&#8221;post-content-section archive-page-custom single-subcat&#8221;][vc_row el_class=&#8221;covered-grace-font&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;gap-in-end-single&#8221;][vc_column_text][\/vc_column_text][vc_column_text][\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;gap-in-end-single single-subcat-widget&#8221;][vc_column_text][\/vc_column_text][vc_single_image image=&#8221;708&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221; css=&#8221;.vc_custom_1606393300102{margin-bottom: 43px !important;}&#8221;][vc_column_text][\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":195,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.10 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mobile User Acquisition - The UA Glossary - Persona.ly<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/persona.ly\/glossary\/attribution\/mobile-user-acquisition\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mobile User Acquisition - The UA Glossary - Persona.ly\" \/>\n<meta property=\"og:description\" content=\"[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; css=&#8221;.vc_custom_1582730807176{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/02\/group-19.svg?id=58) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; el_class=&#8221;hero-first-section&#8221;][vc_column_text el_class=&#8221;page-heading&#8221; css=&#8221;.vc_custom_1593096796228{margin-top: 30px !important;}&#8221;] UA Glossary [\/vc_column_text][vc_column_text][\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;60&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;hero-section-image&#8221;][\/vc_column][\/vc_row][vc_section css=&#8221;.vc_custom_1583429011820{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/03\/bg_repeater_with_bg_svg.svg?id=320) !important;}&#8221; el_class=&#8221;post-content-section archive-page-custom single-subcat&#8221;][vc_row el_class=&#8221;covered-grace-font&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;gap-in-end-single&#8221;][vc_column_text][\/vc_column_text][vc_column_text][\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;gap-in-end-single single-subcat-widget&#8221;][vc_column_text][\/vc_column_text][vc_single_image image=&#8221;708&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221; css=&#8221;.vc_custom_1606393300102{margin-bottom: 43px !important;}&#8221;][vc_column_text][\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/persona.ly\/glossary\/attribution\/mobile-user-acquisition\/\" \/>\n<meta property=\"og:site_name\" content=\"The UA Glossary - Persona.ly\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/persona.ly.monetization\" \/>\n<meta property=\"article:modified_time\" content=\"2020-11-26T12:21:40+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/06\/Metadata-Image-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"1200\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@persona_ly\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/persona.ly\/glossary\/attribution\/mobile-user-acquisition\/\",\"url\":\"https:\/\/persona.ly\/glossary\/attribution\/mobile-user-acquisition\/\",\"name\":\"Mobile User Acquisition - The UA Glossary - Persona.ly\",\"isPartOf\":{\"@id\":\"https:\/\/persona.ly\/glossary\/#website\"},\"datePublished\":\"2020-11-26T08:43:21+00:00\",\"dateModified\":\"2020-11-26T12:21:40+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/persona.ly\/glossary\/attribution\/mobile-user-acquisition\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/persona.ly\/glossary\/attribution\/mobile-user-acquisition\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/persona.ly\/glossary\/attribution\/mobile-user-acquisition\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/persona.ly\/glossary\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Attribution Archive\",\"item\":\"https:\/\/persona.ly\/glossary\/attribution\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Mobile User Acquisition\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/persona.ly\/glossary\/#website\",\"url\":\"https:\/\/persona.ly\/glossary\/\",\"name\":\"The UA Glossary - Persona.ly\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/persona.ly\/glossary\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/persona.ly\/glossary\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/persona.ly\/glossary\/#organization\",\"name\":\"The UA Glossary - Persona.ly\",\"url\":\"https:\/\/persona.ly\/glossary\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/persona.ly\/glossary\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2022\/10\/logo-personaly-black.svg\",\"contentUrl\":\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2022\/10\/logo-personaly-black.svg\",\"width\":180,\"height\":37,\"caption\":\"The UA Glossary - Persona.ly\"},\"image\":{\"@id\":\"https:\/\/persona.ly\/glossary\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/persona.ly.monetization\",\"https:\/\/twitter.com\/persona_ly\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Mobile User Acquisition - The UA Glossary - Persona.ly","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/persona.ly\/glossary\/attribution\/mobile-user-acquisition\/","og_locale":"en_US","og_type":"article","og_title":"Mobile User Acquisition - The UA Glossary - Persona.ly","og_description":"[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; css=&#8221;.vc_custom_1582730807176{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/02\/group-19.svg?id=58) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; el_class=&#8221;hero-first-section&#8221;][vc_column_text el_class=&#8221;page-heading&#8221; css=&#8221;.vc_custom_1593096796228{margin-top: 30px !important;}&#8221;] UA Glossary [\/vc_column_text][vc_column_text][\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;60&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;hero-section-image&#8221;][\/vc_column][\/vc_row][vc_section css=&#8221;.vc_custom_1583429011820{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/03\/bg_repeater_with_bg_svg.svg?id=320) !important;}&#8221; el_class=&#8221;post-content-section archive-page-custom single-subcat&#8221;][vc_row el_class=&#8221;covered-grace-font&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;gap-in-end-single&#8221;][vc_column_text][\/vc_column_text][vc_column_text][\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;gap-in-end-single single-subcat-widget&#8221;][vc_column_text][\/vc_column_text][vc_single_image image=&#8221;708&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221; css=&#8221;.vc_custom_1606393300102{margin-bottom: 43px !important;}&#8221;][vc_column_text][\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]","og_url":"https:\/\/persona.ly\/glossary\/attribution\/mobile-user-acquisition\/","og_site_name":"The UA Glossary - Persona.ly","article_publisher":"https:\/\/www.facebook.com\/persona.ly.monetization","article_modified_time":"2020-11-26T12:21:40+00:00","og_image":[{"width":1200,"height":1200,"url":"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/06\/Metadata-Image-1.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_site":"@persona_ly","twitter_misc":{"Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/persona.ly\/glossary\/attribution\/mobile-user-acquisition\/","url":"https:\/\/persona.ly\/glossary\/attribution\/mobile-user-acquisition\/","name":"Mobile User Acquisition - The UA Glossary - Persona.ly","isPartOf":{"@id":"https:\/\/persona.ly\/glossary\/#website"},"datePublished":"2020-11-26T08:43:21+00:00","dateModified":"2020-11-26T12:21:40+00:00","breadcrumb":{"@id":"https:\/\/persona.ly\/glossary\/attribution\/mobile-user-acquisition\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/persona.ly\/glossary\/attribution\/mobile-user-acquisition\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/persona.ly\/glossary\/attribution\/mobile-user-acquisition\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/persona.ly\/glossary\/"},{"@type":"ListItem","position":2,"name":"Attribution Archive","item":"https:\/\/persona.ly\/glossary\/attribution\/"},{"@type":"ListItem","position":3,"name":"Mobile User Acquisition"}]},{"@type":"WebSite","@id":"https:\/\/persona.ly\/glossary\/#website","url":"https:\/\/persona.ly\/glossary\/","name":"The UA Glossary - Persona.ly","description":"","publisher":{"@id":"https:\/\/persona.ly\/glossary\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/persona.ly\/glossary\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/persona.ly\/glossary\/#organization","name":"The UA Glossary - Persona.ly","url":"https:\/\/persona.ly\/glossary\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/persona.ly\/glossary\/#\/schema\/logo\/image\/","url":"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2022\/10\/logo-personaly-black.svg","contentUrl":"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2022\/10\/logo-personaly-black.svg","width":180,"height":37,"caption":"The UA Glossary - Persona.ly"},"image":{"@id":"https:\/\/persona.ly\/glossary\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/persona.ly.monetization","https:\/\/twitter.com\/persona_ly"]}]}},"_links":{"self":[{"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/pages\/1090"}],"collection":[{"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/comments?post=1090"}],"version-history":[{"count":0,"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/pages\/1090\/revisions"}],"up":[{"embeddable":true,"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/pages\/195"}],"wp:attachment":[{"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/media?parent=1090"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}