Mobile App Marketing: How to Get More Installs and Active Users
If you have built a great mobile app, the next challenge is getting people to download it—and even more importantly, to keep using it. Mobile app marketing is about more than installs; it’s about driving active engagement and sustainable growth. As an app marketing agency, understanding these dynamics is key to helping your app succeed in a crowded market like India.
Let’s explore what app marketing is, why it matters, proven strategies to boost installs, how to convert users into active users, and some agency-level tactics that make a difference.
What Is App Marketing?
App marketing refers to the set of strategies and activities used to promote a mobile application so that it is discovered, downloaded, and actively used by the target audience. It includes everything from user acquisition (getting installs) to user engagement, retention, and monetization.
Key components are:
- App Store Optimization (ASO)
- Paid advertising (social, search, video)
- Organic discovery (content marketing, referrals)
- Retention tactics (onboarding, push notifications, UX)
Why App Marketing Matters, Especially in India
- Huge user base: India has over 700 million smartphone users. Growth is strong but competitive.
- Diverse market: Different languages, devices, user behavior—so localization and targeted marketing matter.
- App fatigue: Users download many apps but quickly abandon most. Getting installs is one thing; keeping users is another.
So, to succeed, you need an app marketing approach that balances installs with active users.
Key Metrics to Track
Before you begin, here are the metrics your app marketing strategy must monitor:
| Metric | Definition | Why It Matters |
| Installs / Downloads | Number of times your app is installed | Shows interest and reach |
| Daily/Weekly/Monthly Active Users (DAU / WAU / MAU) | How many users use the app in a period | Indicates engagement & retention |
| Retention Rate | Percentage of users who return after a time (7-day, 30-day, etc.) | Helps measure stickiness |
| Cost Per Install (CPI) / Cost Per Acquisition (CPA) | How much you spend to get an install or a valuable user | Helps optimize budget |
| Lifetime Value (LTV) | Value a user brings over their lifetime | For profitability and long-term strategy |
Proven Strategies to Increase Installs
Here are strategies that app marketing agencies use to get more installs (user acquisition) effectively:
1. App Store Optimization (ASO)
- Use relevant keywords in the app name and description.
- High-quality screenshots, preview videos, icons.
- Localize listing (language, visuals) for different regions in India.
2. Targeted Paid Advertising
- On Google Play & App Store (search ads).
- Social ads (Facebook/Instagram, YouTube). Target demographics, device type, and interest.
- Use “multievent bidding” for Google App Campaigns to optimize for more than just installs – e.g., registration, purchase.
3. Referral, Incentives & Sharing
- Encourage word-of-mouth through rewards.
- Incentivised but carefully done (ensure compliance with store policies).
- Seamless sharing within the app (invite friends, share features) improves reach.
4. Pre-Launch & Launch Strategy
- Build buzz: teaser campaigns, landing page, email/WhatsApp lists.
- Soft launch to a smaller audience, gather feedback, fine-tune UI/UX, and performance.
5. Localization & Cultural Relevance
- Translate UI, store listing, ads to local languages.
- Use cultural references that resonate with local users.
6. Influencer & Content Partnerships
- Partner with micro-influencers to reach niche audiences.
- Use video content, tutorials, reviews, and unboxing.
Turning Installs into Active Users
Getting someone to tap Install is only half the story. Retention and engagement matter more for long-term success.
1. Seamless Onboarding
- Walk new users through key features.
- Avoid too many friction points (login, permissions).
2. Push Notifications and In-App Messages
- Use personalized notifications that bring value (e.g., feature tips, reminders).
- Avoid overuse – a poor notification strategy can lead to uninstall.
3. Gamification & Engagement Loops
- Rewards, daily streaks, challenges.
- Feature discovery, progress bars.
4. Frequent Updates & Bug Fixes
- Regularly update the app to improve performance and user experience.
- Use feedback loops to fix issues quickly.
5. Analyze User Behavior
- Use analytics tools to see where users drop off.
- Optimize flows that have high abandonment (onboarding, payment, sign-ups).
6. Retention Offers
- Loyalty rewards, exclusive access, subscription models.
Role of an App Marketing Agency
An agency experienced in mobile app marketing brings:
- Strategic planning & market insights specific to regions like India.
- Efficient budgeting & media buying across channels.
- Creative & visual assets: ad creatives, video trailers, creatives that convert.
- Measurement, iteration, and optimization.
If you partner with the right app marketing agency, you get faster growth, better ROI, and fewer wasted ad spends.
Common Mistakes to Avoid
- Focusing only on installs without tracking retention.
- Not optimizing for local languages or mis-targeting.
- Ignoring store listing visuals and metadata.
- Overloading users with irrelevant notifications.
- Slow response to bugs and user feedback.
Example Case: How a Financial App Grew Users in India
Here’s a simplified scenario:
- A fintech app targets Tier-2 and Tier-3 city users with campaigns in Hindi, Tamil, and Marathi.
- They optimized their Google Play listing with localized descriptions and visuals.
- Ran Google App Campaigns (search + display) + influencer collaborations for videos in regional languages.
- Launched referral bonuses: both referrer and referee get cashback.
- Sent personalized onboarding and push notifications.
Result: Downloads increased by ~200% over 3 months; Active users (MAU) increased by 80%.
Putting It All Together: Sample Growth Plan (3-Month Timeline)
| Month | Focus | Key Activities |
| Month 1 | Foundation & Launch | ASO, first ad campaigns, influencer content, referral setup |
| Month 2 | Scaling & Optimization | Optimize campaigns based on CPI, tune creatives, localization, focus on retention tools |
| Month 3 | Retention & Expansion | Push notifications, loyalty programs, feature updates, expand to new cities/languages |
Final Thoughts
Mobile app marketing is not just about numbers – it’s about the quality of users and how engaged they remain. In India’s fast-growing and competitive app space, balancing install growth with active user retention is essential.
If you do this right, your app won’t only get people to install – it’ll build a user base that sticks, engages, and grows.