You built the app. He's great. But you have 50 users (and 40 are your friends). The problem is not the product, it is the Acquisition.
Bringing in new users (User Acquisition - UA) is the most difficult and expensive task in an app's life cycle. This is where the dream dies or the company is born.
This checklist will help you avoid common mistakes and structure an efficient acquisition machine.
Acquisition Checklist (The Basics)
- ASO (App Store Optimization):
- Are your keywords in the title optimized?
- Do your screenshots sell the benefit or just show login screens?
- Do you have a preview video?
- Common Mistake: Ignoring ASO and going straight to paid ads. ASO improves conversion for all traffic.
- MMP Installation (Assignment):
- Do you have AppsFlyer, Adjust or Firebase itself configured to know where the user is coming from?
- Common Error: Running Facebook Ads without knowing which ad generated the installation. Money thrown in the trash.
- Definition of Target CPI:
- How much can you pay for a user? (Ex: If the user is worth R$10, you can pay up to R$3).
- Common Error: Not knowing your number and spending R$20 to bring in a user worth R$10.
Channel Checklist (Where to Search)
- Paid Social (Facebook/Instagram/TikTok): Great for visual discovery.
- Paid Search (Google Ads / Apple Search Ads): Great for intent (those already searching for "diet app").
- Influencers: Great for social proof.
- Referral: "Invite a friend and earn R$10". The cheapest and most qualified channel.
Conclusion
User acquisition isn't luck, it's math. It's a funnel. If you follow the checklist and measure everything, you stop "spending" on marketing and start "investing" in growth.