App user acquisition. Paid, measured on retained users.
paid app user acquisition is buying installs on Meta, TikTok, Google and Apple Search Ads, then judging every dollar on users who come back, not installs. on modern ad platforms the creative does the targeting, so the main lever is how many ads you test and how fast you kill losers.
paid should amplify what already works. it is the loudspeaker, not the discovery tool. that ordering is why ZuAI held a $0.02 blended CAC while spend grew.
new here? start with what an app growth marketer actually does.
Everything in Paid
How to lower CAC for a consumer AI app
How to reduce app CAC for a consumer AI app: creative volume, hooks, organic-to-paid ads, Reddit and onboarding fixes, from an operator who has run it.
PaidApp creative testing: how to test 150+ ads a month
App ad creative testing from an operator: the weekly loop, hooks and variants, kill rules, budget per test, what counts as a winner, and a sample test log.
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