In mobile marketing, acquisition channels refer to the various touchpoints or platforms used to attract and convert new users to an app.
They’re the paths people take to discover your app and ultimately decide to install and engage with it. Understanding which channels deliver both volume and high-quality users is key to building sustainable growth.
With user attention fragmented across platforms, the modern acquisition strategy isn’t about finding a channel—it’s about knowing which combination of channels works for your audience, your vertical, and your goals.
Popular acquisition channels
Some of the most common acquisition channels include:
- Paid advertising: includes everything from social ads (like Meta, TikTok, or Snap) to programmatic display and in-app placements. These channels offer reach and targeting precision but require careful budget management and creative testing.
- Organic search: App Store Optimization is a silent powerhouse. It helps users find your app organically through relevant keywords, category rankings, and high user ratings. A well-optimized store listing can significantly reduce acquisition costs.
- Social media & influencer marketing: These channels can drive traffic directly or indirectly. Organic brand presence builds trust, while influencer collaborations can put your app in front of niche communities that convert better.
- Owned media channels: Email marketing, SMS campaigns, or push notifications (for web and pre-installed apps) are often overlooked in acquisition. However, they can help re-engage previous users or bring them into a new app experience.
- Referral programs: Word-of-mouth remains influential, especially in categories like fintech, travel, and social. A compelling referral program can turn loyal users into brand advocates.
- Partnerships and OEMs: Some acquisition strategies tap into device manufacturers, telecom partnerships, or (Dynamic or factory) preloads, helping apps reach users at the moment of setup without fighting for attention in crowded app stores.
How to measure success
But here’s the thing: Not all acquisition channels are created equal. What works brilliantly for a mobile game may underperform for a banking app. What drives installs might not lead to long-term users. That’s why tracking installs and metrics like retention, session length, ROAS, and LTV across each channel is critical.
For marketers, the job isn’t just to use acquisition channels—it’s to evaluate them constantly.
Channels evolve. Costs fluctuate. Algorithms change. New platforms emerge. The smartest teams test, analyze, and adapt quickly—building a flexible acquisition stack rather than relying on a single source.
Ultimately, a well-rounded acquisition strategy doesn’t just pour money into ads—it identifies where users are, what messaging moves them, and how to bring them into an app experience that delivers real value. When your acquisition channels align with your product and audience, you don’t just grow downloads—you build a user base that sticks.