How To Advertise Your Mobile App During Pre-Launch, Launch and Post-Launch Stage

With many app builders and mobile development agencies, creating a mobile app has never been more accessible, even for small brands. But building an app is only half the battle. Without a well-planned marketing and promotion strategy, many brands launch their app only to see it struggle to make an impact.

That’s why our team at OneMobile has compiled the 21 proven app promotion strategies, drawn from our years of experience making mobile app development accessible to everyone.

To make things easier and actionable for you, we’ve grouped these strategies into three typical key stages of mobile app marketing: pre-launch, launch, and post-launch. Though each stage requires a tailored approach, when combined, they’ll help you boost user acquisition, increase engagement, and drive meaningful sales results.

Pre-launch stage: Build visibility and anticipation

Don’t wait until launch day to start promoting your app. Your mobile app marketing should begin even months before your release data, as pre-launch is the perfect time to lay the groundwork and generate buzz around your app.

In this phase, your goal should be to build visibility and anticipation so that when the app finally launches, you’ve already got an audience eager to download.

1. Define your audience

Even the most unique app needs to connect with the right users. In fact, considering your target users from the very beginning will influence your app’s design, features, and even monetization model. The more precise you are about your ideal user (age, interests, problems they need solved, etc.), the easier it is to tailor your promotion.

For example, if you’re building a budgeting app, is it aimed at college students managing loans or at busy parents tracking family expenses? The approach would differ. College students might prefer a playful, social approach (like sharing saving goals with friends), whereas parents might value time-saving features and data security.

2. Analyze your competitors’ apps

Chances are, your potential users already have some solution to the problem your app addresses, even if it’s a clunky workaround or a competing app. That’s why it’s smart to study your competition before launch.

Of course, you should download apps in your category and note what they do well and where they fall short. Also, pay attention to their app store listings, screenshots, and especially user reviews. User reviews are a goldmine: they highlight features people love and pain points (complaints) you might capitalize on.

Additionally, take note of how your competitors market themselves, including their social media presence, websites, and any unique offers they may have. The goal isn’t to copy them, but to find gaps or angles your app can do differently.

Not to mention that by doing this “homework”, you can position your app to stand out. Plus, you’ll glean keyword ideas for App Store Optimization (more on ASO soon) by seeing what keywords top apps use in their titles or descriptions (which we’ll cover more in depth below).

3. Craft a seamless mobile app experience

This one isn’t a promotion tactic per se, but it’s crucial before you start promoting: make sure your app delivers a great user experience from day one. All the marketing in the world won’t save an app that’s buggy, confusing, or underwhelming.

FYI: user retention for apps is painfully low. One study found that after just one day, only about 26% of users remain active, and by 30 days, that number falls to around 7% on average. In other words, people install lots of apps, try them once, and abandon those that don’t impress or provide value immediately.

So, before launch, invest time in polishing your app’s onboarding flow. Is it easy for new users to sign up and start using the core features? Does the app feel fast and stable?

For instance, if you have an extensive and sophisticated product catalog, adding search and filter functions to your mobile shopping app can be of big help.

4. Do a thorough App Store Optimization (ASO)

With over 6 million apps across the Apple App Store and Google Play Store, simply publishing your app isn’t enough for discovery. Instead, treat your app store page like a marketing landing page and refine it well before launch so that interested users won’t slip away.

Here are some key elements of ASO you should work on:

• App name/title: Include a clear descriptor or keyword along with your brand name. For example, “CalorieCut – Healthy Diet Tracker” is more descriptive than just “CalorieCut”.
• App description: Use the description (especially the first few lines, which are immediately visible) to pitch the app’s value and include relevant keywords naturally. On Google Play, the long description is indexed for search, so weave in keywords (without spamming). On iOS, keywords are drawn from the title and a hidden “keywords” field (which we’ll cover right next)
• Keywords (for iOS): Apple allows 100 characters of keywords (not visible to users) – use them wisely for terms that didn’t fit in your title. Think of various ways people might search for an app like yours.
• App icon: Design an icon that is simple yet distinctive. It should visually hint at the app’s purpose or stand out in some way (vibrant color, unique shape) so that it’s memorable.
• Screenshots & video: Prepare attractive screenshots that tell a story of your app’s best features. If possible, include a short preview video of your app in action.
• Localization: If you expect users in different countries, consider preparing localized app store listings (with translated descriptions, screenshots with translated text, etc.).

5. Build a website for your app to collect email leads

Even before your app launches, having a simple website or landing page can significantly boost your promotion efforts because it gives you a central place to capture interest and funnel it into actual app installs on launch day.

A common pre-launch strategy is to create a landing page that teases your app’s value proposition and includes an email sign-up form for updates or early access. This way, you can gather a list of people who care enough to leave their email – these are likely to become your first users and advocates.

6. Offer beta testing and early access

People love feeling like insiders. By offering a beta test or early access program, you not only refine your app with real user feedback but also build a group of invested users who can become ambassadors at launch.

Beta testing involves releasing a pre-launch version of your app to a limited audience outside your team (they could be volunteers from your email sign-ups, fans from social media, or users from platforms like Reddit or Product Hunt who love testing new apps).

Launch stage: Boosting app downloads and credibility

Launch day (and the period immediately after) is when you want to pull out all the stops to get visibility, downloads, and social proof. You’ve done the groundwork – now it’s showtime. During the launch stage, the focus is on acquiring users quickly and building credibility for your app.

Here are strategies to maximize your app’s impact at launch:

7. Encourage your app users to leave reviews

User reviews and ratings are critical in the app world. A high star rating and positive reviews not only convince potential users to download (who wants an app with 2 stars out of 5?), but also influence the app store algorithms. Indeed, both Apple’s App Store and Google Play give a lot of weight to ratings when deciding which apps to rank higher or feature – ratings are one of the top factors in app store search rankings.

For instance, most users prefer apps with at least a 4-star rating. A study showed that moving an app’s rating from 3 stars to 4 stars can boost conversion significantly (one report noted an increase in download conversion by ~92% when going from 3★ to 4★)

That said, you don’t get reviews unless you ask. Therefore, we suggest implementing a polite in-app prompt after a user has had a positive experience.

8. Add a scan-to-download QR code on all potential touchpoints

When you’re promoting your app through offline channels or on web pages, make it effortless for people to go from seeing your promotion to downloading your app. One great tactic is using QR codes that link directly to your app’s download page.

Here’s how you leverage this: wherever you have a physical or even digital presence that isn’t directly clickable, slap a QR code there with a call-to-action like “Scan to Download Our App.” For instance:

• Website and social media: On your website’s desktop version, include a QR code so that a visitor on their laptop can quickly scan it with their phone to get the app. On social media or in email newsletters, you might also include a small QR code image (though direct links can be used as an alternative).
• Business cards or brochures: If you attend networking events or leave flyers somewhere, a QR code can turn that piece of paper into a direct download. We’ve seen creative examples, such as a food delivery app distributing takeout menu flyers with a QR code – the hungry user scans it, and boom, the app store page opens on their phone.
• Posters or billboards: Are you engaging in outdoor advertising or sponsoring an event? Include a large, easy-to-scan QR code on signage. If someone sees an intriguing ad about your app on a subway ad or event banner, a QR code saves them the step of having to remember the app’s name and search for it later.
• Product packaging or receipts (if applicable): If your app is tied to a physical product or store, put QR codes on the packaging or receipts: “Download our app for exclusive discounts – scan here.”
• At your physical store: If you have a physical store, place the QR code near checkout counters, entrance areas, or promotional displays, along with clear instructions on how to scan and download.

8. Host giveaways and contests on social media

Promoting giveaways is a crucial part of mobile app marketing. Brands can leverage various channels such as social media, email newsletters, and in-app notifications to reach their target audience and encourage participation.

There are many ways to design a contest, but here are a few effective approaches:

• “Download and Win” Contest: For example, “Download our app and tag a friend for a chance to win a $100 gift card!” In this format, participants are asked to download the app, then take a specific action (such as signing up or completing a level if it’s a game), and finally share a post or comment on your contest announcement to confirm.
• Social media challenge: Create a challenge related to your app’s theme. For instance, if you have a fitness app, consider running a “7-Day Fitness Challenge” on Instagram, where users post a photo of their workout each day (or a before-and-after progress shot) using your app’s hashtag. At the end, you randomly pick a participant (or the best entry) to win a prize like a fitness tracker or a free premium subscription.
• Content creation contest: Encourage users to share their experience with your app creatively. If it’s a photo editing app, maybe a contest for the coolest image edited with the app. If it’s a language learning app, perhaps a short video of them saying something in the new language they learned.

• Referral contest: Combine with your referral program (see strategy #13) – for example, “The user who invites the most friends this week wins a $50 prize!” or simply raffle a prize among everyone who referred at least one new user.

9. Partner with other businesses

Collaborating with other businesses can be a powerful strategy to promote your mobile app. By forming partnerships with complementary brands, you can leverage their audience to increase visibility and downloads. For example, if you have a gym or a sportswear brand, you can partner with a fitness app.

This approach not only helps you tap into new customer bases but also strengthens your app’s credibility through trusted partnerships.

10. Leverage email marketing

According to a study by Exact Target, “91% of people check their email daily”. So, if you have a subscriber list, don’t forget to promote your app via email.

Provide users with relevant content, such as app updates and industry news, or address their pain points to help them engage with your emails. With emails, you can not only create awareness about your app but also build valuable relationships with your customers.

Don’t forget to place the download app pop-up in the footer email. Any email, whether it be from your tech support, newsletter, or even the payment confirmation email, should include a footer with one line advertising your app.

Additionally, you can run mobile-exclusive discounts, which offer to incentivize customers to download and shop through your app.

Below are some common use cases for email marketing during a mobile app launch:

• Launch announcement: Send a dedicated email to your list when the app goes live: “We’re live! Download [App Name] now.” Make it exciting – highlight one or two key benefits they’ll get by downloading.
• Onboarding drip: You can set up a short series of emails to help new users get the most out of the app. For example, Day 1: Welcome and basic features; Day 3: a tip or hidden feature; Day 7: invite them to a community or ask for feedback.
• Regular newsletter or updates: If you plan to continuously update the app with new features or content, consider a weekly or monthly email to keep users in the loop (and lure back those who might have lapsed)

11. Apply for app awards

Another super visible element on your app store page is awards.

All the top apps can boast award wins, and they don’t just do it for the glory: these external accolades also provide a ton of press, exposure, reviews, and downloads.

Here are some of the top app awards sites you should check out:

Use case	Award	Why it’s good	Sign up link
Platform credibility & store visibility	Apple App Store Awards (editorial, end-of-year)	Apple’s own “best of the year”; huge PR + featuring halo	Editorial selection; no public entry
	Google Play “Best of” (editorial, end-of-year)	Google’s annual winners; strong Android social proof	Editorial selection; no public entry
Design / UX excellence	Apple Design Awards (ADA)	The gold standard for UX/UI on Apple platforms	No public entry
	The Webby Awards (Apps & Software)	Broad digital prestige; great for PR kits	entries.webbyawards.com
	The Lovie Awards (EU Webby)	Pan-European spotlight across apps/platforms	lovieawards.com/enter/eligibility-and-guidelines/
	D&AD Awards (Digital/Product Design)	Highly respected creative benchmark (Pencils)	dandad.org/en/d-ad-awards
	Red Dot: Brands & Communication Design (incl. Apps/UI)	International “quality seal” for UX/Interface	red-dot.org/bcd/participate
	iF Design Award (Digital/UX categories)	Long-running global design award	ifdesign.com/en/if-magazine/newsroom/if-design-award-2025-registration-open
Community launch momentum	Product Hunt – Golden Kitty Awards	Massive maker/community reach; great for early traction	producthunt.com/golden-kitty-awards
Games (or apps with game modes)	Pocket Gamer – Mobile Games Awards	Industry-voted recognition; mobile-focused	mobilegamesawards.com/nominate/
	The Game Awards – Best Mobile Game	Mainstream global spotlight	thegameawards.submittable.com/submit
Growth, UA & industry kudos	Liftoff – Mobile AppDev Awards	Highlights innovation in apps/games; UA/monetization crowd	liftoff.io/resources/event/2025-mobile-appdev-awards/
	Best Mobile App Awards	Rolling contests; accessible social proof for niches	bestmobileappawards.com
	Shorty Awards (brands/apps with strong social)	Recognizes digital/social excellence; Audience Honor option	shortyawards.com

12. Use referral marketing to spread word of mouth

Referral marketing leverages one of the oldest and most powerful promotion methods: word of mouth. The concept is simple – encourage your existing users to invite their friends, and reward them (and sometimes the friends) for doing so. This can create a viral loop where each new user could bring in more users, exponentially growing your base without massive ad spend.

We’ve seen legendary success stories of referral programs. The classic example is Dropbox: they gave users extra free storage for inviting friends, and those friends got extra storage too – this led to an explosion of growth (Dropbox grew 3900% in 15 months, largely thanks to referrals. That might be an extreme case, but it shows the potential. Other famous examples: Uber’s “Give a ride, get a ride” credits, or PayPal’s early cash referral bonuses.

For your app, think about what incentive makes sense. It doesn’t have to be cash; it could be an in-app currency, a discount, a free month of subscription, unlockable features, etc. The incentive should be valuable enough to motivate sharing, but not so costly that it breaks your bank. The best case is when the incentive is tied to your app’s value (like Dropbox’s storage – it directly showcases the product’s benefit).

13. Create a demo video

We touched on video in the ASO section, but let’s emphasize it as a broader marketing asset: a demo or promo video for your app is incredibly useful during launch. People are naturally drawn to video – it’s engaging and can convey a lot quickly. A good demo video can be used in multiple places: your website, social media, app store listing, presentations, press outreach, and ads.

What should this video look like? Aim for about 30 seconds to 1 minute of runtime (short and sweet, since attention spans are short). In that time, you want to show your app in action and highlight the key value propositions. It often works well to pose a problem and show the app as the solution, or just to showcase how easy and fun the app is to use.

Additionally, consider making some short clips or GIFs demonstrating specific features, which can be shared as teasers. For instance, a time-lapse of someone using your photo editing app to turn a normal photo into something stunning – that could go viral on Twitter or Instagram.

14. Run a loyalty and reward program

Launch time might seem early for loyalty programs, but if your app has any transactional or engagement loops (like an eCommerce app, a food delivery app, or even a content app with premium content), launching a basic loyalty scheme from the get-go can encourage people to stick around and use your app more frequently.

For example, many mobile apps for retail or food offer loyalty programs, such as “Buy 5 coffees, get 1 free” deals, which are usually implemented via the app. Or a gaming app might offer daily login rewards (each day you open the app, you receive a small in-game prize, etc.). Or a fitness app could give badges or points for every workout completed, which accumulate towards something (even if just recognition).

Post-launch stage: Sustaining and expanding your growth

Now that your app has some users, post-launch is about sustaining growth and expanding your reach. This stage often involves scaling up marketing efforts (including paid campaigns) and deeper engagement strategies. Here are strategies 16 through 22 for the post-launch phase:

15. Offer in-app only discounts

One clever way to boost app engagement and even migrate users from other platforms is to offer deals that are exclusive to your app. This is especially relevant if your service also exists on a website or offline.

For example, many eCommerce brands run “app-only” sales to encourage customers to shop via the app (where they can send push notifications and keep users logged in, etc.).

You might announce, “This weekend: extra 15% off for orders on our app (not available on website)”. Customers who love the brand will quickly install the app to take advantage. Once they do, you’ve moved them into a more direct channel (where you can send push notifications for future sales, etc.).

16. Billboard advertising

Not everyone is constantly on social media or searching. A billboard on a highway or a poster at a university campus can reach people in a different context. Maybe someone didn’t know they needed your app until they see “Tired of circling the block for parking? Try ParkEase App!” on a billboard near a busy parking area.

Therefore, digital methods aside, don’t overlook the potential of traditional advertising – yes, we mean things like billboard ads, posters, transit ads, maybe even radio or local TV – if it suits your audience and budget. This strategy is more applicable if you have some marketing budget to invest and you’re aiming for broad brand awareness or targeting specific geographic areas.

For example, a food delivery app in NYC might advertise on subway cars or bus shelters in the neighborhoods they serve. A billboard near tech hubs could be great for a developer tool app, to get techies talking.

17. Influencer marketing

Though it costs, influencer marketing is an effective channel to promote your app, boost brand awareness, and drive installs through trusted recommendations. Influencers – be it on Instagram, YouTube, TikTok, or blogs/podcasts – can help you reach highly engaged audiences through a voice they trust.

Here are some tips to make the best out of influencer marketing for your mobile app:

1. Identify relevant influencers: Look for individuals whose audience demographic overlaps with your target users. Also, their content should naturally relate to your app. If you have a fitness app, find fitness vloggers or Instagram trainers.
2. Choose the platform wisely: Different app niches might perform better on different platforms. For example, fashion or food apps might do well with Instagram influencers, whereas utility or productivity apps can thrive with tech bloggers or LinkedIn personalities.
3. Offer a special promo: Consider giving the influencer a unique promo code or link for their followers (like “Use code JOHN for 1 free month”). This not only entices their audience (they feel they’re getting an exclusive deal), but also helps you track results from that influencer.
4. Let the influencers tell the story: Audiences can sniff out inauthentic ads, so it’s best if the influencer genuinely likes your app and integrates it naturally. Often, sponsored content is marked, but if done in the influencer’s style, it still carries impact.

18. Run Apple Search Ads and Google Play Ads

By this stage, you may want to amplify growth with paid advertising directly in the app ecosystems. Two prime channels are Apple Search Ads (for iOS) and Google’s app promotion ads (for Android via Google Ads’ Universal App Campaigns). These allow you to put your app in front of users who are actively searching or likely to install apps.

Apple Search Ads

Ever notice the blue “Ad” listing at the top of App Store search results on iPhones? That’s Search Ads. They are highly effective because they catch users at the moment of intent – if someone searches “budget app” and you have an ad there for your budgeting app, there’s a high chance they’ll click it.

You can run Search Ads campaigns choosing keywords (like your competitors’ app names, generic terms like “to-do list”, etc.) or let Apple match you to relevant searches. It’s a paid auction – you bid per tap or install.

For launch, you might allocate budget to Search Ads for your most important keywords to ensure you’re visible. For example, you could bid on “best meditation app” if you’re confident in that category. It’s an immediate way to scale downloads, though you pay for each acquisition (so watch your Cost-Per-Install and set daily budgets).

Google App Campaigns (UAC)

Google’s equivalent covers a lot of ground with one campaign. By creating a Universal App Campaign, Google will automatically show your app’s ads across Google Search (when people search on Android or even on the web for app-related terms).

To name a few, here are some common placements where your ads will get distributed:

• On Google Play (in the Play Store search and possibly in the suggested apps sections)
• On YouTube (as video ads or banners)
• Across the vast Google Display Network in other apps

The great part is that it uses machine learning to optimize who sees the ads, based on the likelihood of installing or performing in-app events.

For example, if you run a UAC for a puzzle game, Google might show ads to people who have installed similar puzzle games, or on YouTube videos about gaming.

Setting up a UAC is straightforward: you provide some text lines, images, and video (if available), and the system combines and matches them to create ads in various formats. You can optimize campaigns for installs or for actions (such as setting a goal to encourage users to make a purchase, once you have sufficient data).

19. Run remarketing ads on social media

Not everyone who shows interest in your app will convert on the first try. Some might install but then go inactive. This is where retargeting ads shine. Retargeting refers to displaying ads specifically to individuals who have previously interacted with your brand in some way. Depending on your goals and use cases, you can run ads retargeting those who have visited your website, installed the app but haven’t used it lately, or haven’t made a purchase yet.

From an ROI perspective, these are low-hanging fruit. These people are already partway down the funnel. So retargeting is usually cost-effective and can substantially improve your overall retention and revenue by recapturing users who would otherwise be lost.

Let’s say you have a pool of leads/users: maybe thousands visited your site or app store page during launch marketing. Here’s how you could set up retargeting ads to boost your app downloads:

• Set up tracking: Implement Facebook Pixel, Google Firebase/Analytics, or other SDKs in your app and on your site to gather custom audiences.
• Create targeted messages: The beauty of retargeting is that you can tailor the ad to the context. If someone installed but never completed sign-up, your ad can say, “Finish setting up [App Name] and unlock [benefit].” If someone viewed a premium feature but didn’t purchase it, your ad can highlight a free trial or discount for that feature.
• Choose platforms: Facebook/Instagram is very effective for retargeting due to their detailed tracking and popular usage. Google’s display network can retarget across many apps and websites (those banner ads that seem to “follow” you after you view something). And consider LinkedIn if you’re building a B2B app targeting professionals.
• Deep links in ads: If possible, use deep linking so that clicking the ad takes the user directly into a specific part of the app (or to the app store if they need to install). E.g., an ad saying “Your wishlist is waiting for you” could deep link into the app’s wishlist screen.

20. Podcast sponsorships

Podcast advertising is a rapidly growing channel and for good reason: podcast audiences are highly engaged, and they often develop a deep trust in the hosts. If there’s a podcast that aligns with your app’s target market, sponsoring it (or advertising on it) can be a great way to reach potential users in a context where they’re really paying attention.

Indeed, studies have shown that a large majority of podcast listeners take action on ads they hear. One report found that about 88% of U.S. podcast listeners have acted after hearing a podcast ad, whether by searching for the product, visiting a website, or making a purchase. Additionally, approximately 59% reported an improved brand perception after hearing it in a podcast.

There are podcasts for everything these days, from broad topics to super niche ones. If your app is a coding learning app, find tech or developer podcasts if it’s a meditation app, maybe a wellness or self-improvement podcast.

Some podcasts have set ad rates (CPM – cost per thousand listeners), while others require you to negotiate a flat fee. If it’s a smaller podcast, you might even propose an affiliate deal or lower rate initially. So, ensure that you measure results as accurately as possible (track downloads around the air dates and use the provided codes/links). If one show drives good results, consider a longer-term sponsorship there (multiple episodes, or become an ongoing sponsor).

Also, like with influencer codes, podcasts often will give a custom URL or code: e.g., “Visit ourapp.com/podcastname for an exclusive 30-day free trial” or “Use code PODNAME in the app for a bonus.” This not only attracts listeners (everyone loves a deal), but also helps you track which sign-ups came from that podcast.

21. Secure press and media coverage

Last but not least, continuing to seek press coverage is essential after the launch. While you might have done an initial press push at launch, consider that as just the beginning. Media coverage can dramatically increase your app’s visibility to broader audiences and lend credibility (being written up in a reputable source is like an editorial endorsement).

Here’s how to approach it:

• Identify story angles: Journalists aren’t interested in giving you free advertising; they want a story. Post-launch, you can pitch angles like:
  • Milestones: “App X hits 100,000 users in 3 months – here’s what we learned about [industry].”
  • Trend tie-in: Is your app part of a larger trend? E.g., “Local language learning apps see surge as travel rebounds – featuring [Your App]” (pitch to a tech or travel section).
  • Founder story: Human-interest angle – maybe you (founder) overcame some challenge or have a unique background (“Ex-Teacher develops app to help students with dyslexia”).
  • Data & Insights: If your app can produce interesting data, share that with press (“According to fitness app data, lunchtime workouts increased 50% in 2025” – with you providing the data and how your app plays a role).
  • Updates: If you release a groundbreaking feature or partnership that can be newsworthy (“App X partners with Red Cross to enhance emergency alerts feature”).
• Local media: Don’t forget local newspapers, tech blogs, or TV if relevant. Local outlets often love stories about “Hometown innovator creates XYZ app…” Such coverage can be easier to get and still useful.
• Tech and industry blogs: Submit your app for review to app review sites or bloggers in your niche. A mention on a popular blog or YouTube review channel can drive users who are specifically looking for solutions in your space.
• Press releases: For significant updates or accomplishments, write a press release and distribute it via PR channels or directly to journalists who cover your domain. While not all press releases get picked up, they can help with SEO and serve as official info on your site.
• Build relationships: Follow and engage with journalists who write about your industry on Twitter or LinkedIn. Don’t spam them, but occasional thoughtful comments can put you on their radar. When you have something newsworthy, a friendly pitch that shows you know their work helps.

Can I promote my mobile app for free?

Absolutely, not every effective marketing tactic requires a big budget. In fact, many of the strategies we discussed above can be done with little to no money.

If you’re a solo developer or a small startup with a shoestring budget, here are some free (or almost free) ways to promote your mobile app:

• Optimize your App Store listing (ASO): This costs $0 and is arguably the most important. Use relevant keywords, great visuals, and compelling copy in your app listing to maximize organic downloads.
• Leverage social media & communities: Join communities (Reddit, Facebook Groups, Slack communities, forums) where your target users hang out and be genuinely helpful there, with your app softly in the picture.
• Content marketing: Start a blog or create content that ties into your app’s niche. Write how-to articles, tips, or interesting insights. For instance, the team behind a travel itinerary app could blog “10 Hidden Gems in Paris (with a map you can view on our app)”
• Free press and listings: Many tech blogs or YouTube channels accept submissions for new apps to feature, especially if you frame what problem you solve uniquely. A household name is Product Hunt, where you can submit your app for free.
• Cross-promotion with other developers: If you know folks with their own apps, you can exchange shout-outs. “We’ll promote your app to our users if you promote ours to yours.”
• Offline guerrilla marketing: Print some eye-catching stickers or flyers and place them where your audience might see. For instance, a campus safety app might put flyers on college bulletin boards.

How do I know if my app marketing efforts are effective? What metrics should I track?

Not every marketing strategy or promotion method will work for every app. That’s why, in the long run, the key isn’t to try everything, but to zero in on the channels that deliver real results for your app. The question is: how do you know which ones are working?

The answer lies in tracking the right metrics. Below are the standard metrics every app marketer should track:

Metric	Description	Purpose/Use
Number of Installs (Downloads)	Total number of installs from your campaigns.	Measures if campaigns are driving more people to install the app.
Cost Per Install (CPI)	Total ad spend divided by the number of new installs from that source (e.g., Search Ads, Facebook Ads).	Measures the cost-efficiency of acquisition channels and compares their performance.
Activation Rate	Percentage of new users who open the app and complete an onboarding step or key action.	Assess if users are engaging with the app after installing it and if your onboarding is effective.
Retention & Churn	Tracks Day 1, Day 7, Day 30 retention (percentage of users who return after those days).	Measures long-term app value, user engagement, and retention strategies. High churn indicates a need to focus on user engagement.
Lifetime Value (LTV) & Revenue	Measures the total value each user brings over their entire lifecycle (including purchases, subscriptions, or ad revenue).	Helps assess the return on investment (ROI) of marketing efforts. Identifies valuable channels bringing higher LTV users.
User Engagement Metrics	Metrics like daily active users (DAU), session length, frequency of certain actions (e.g., photos edited per user).	Indicates product-market fit and how users are interacting with the app. If engagement is high, it shows successful targeting and product appeal.
Virality/Referrals	Measures the K-factor (average number of new users each current user brings) or tracks sign-ups from invites. Alternatively, survey new users on how they heard about the app.	Assesses the viral growth potential and the effectiveness of referral programs. Helps identify organic growth through word-of-mouth.
Conversion Rates	Percentage of website visitors who install the app, or percentage of free users who convert to paid (if applicable).	Shows how effective your conversion funnel is and how well users move from awareness to acquisition or conversion. Improving conversion rates means optimizing your funnel.

Conclusion

Regardless of budget or team size, remember that marketing is about understanding people and connecting them with something that solves a problem or brings joy. You now have a toolkit of strategies to do exactly that for your app.

By defining your audience, communicating your app’s value clearly, and engaging users across multiple touchpoints, you set the stage for steady growth.

Frequently asked questions

Which single strategy should I focus on most if my budget is literally $0?

If we had to pick one high-impact thing with $0 budget, it would be App Store Optimization (ASO) combined with encouraging user reviews/referrals and showcasing your QR code on your owned channels.

How can I get my app featured by Apple’s App Store or Google Play?

Being featured (like in “App of the Day” or in category spotlights) is partly out of your direct control – it’s an editorial decision by Apple/Google. But there are things that can increase your chances:

• Build a high-quality app that shows off good use of their technology (e.g., ARKit, Apple Watch support, etc.) and has great UX/UI.
• Make sure your app meets all of Apple’s and Google’s guidelines and is rated appropriately, etc. Feature-worthy apps don’t have glaring compliance issues or crashes.
• Localize if possible
• Engage with App Store Managers/Developers Relations
• Tie in with trends or seasons
• Get external recognition

My app is launched, but growth is slow. Should I spend money on ads, or should I try other things first?

It can be tempting to throw money at the problem, and ads can indeed jumpstart growth. However, before spending a lot on ads, ensure you’ve got the basics nailed down:

• Is your app store listing fully optimized (great screenshots, etc.)?
• Are you getting any organic traction at all (which indicates product appeal)?
• Are early users sticking around?

Once you’re confident in the product and messaging, you can experiment with ads with a small budget.