Standing out in the fast-paced mobile app world is more challenging than ever. The real winners are businesses that don’t stop at attracting new users but go further—turning first-time app users into loyal customers.

To achieve this, a dual approach of User Acquisition (UA) and Retargeting Campaigns is key. This combination allows businesses to expand their audience, re-engage inactive users, and maximize app success while optimizing costs.

With over 3 billion active Android devices globally and 1 billion iPhones in use, the opportunities to connect with users have never been greater. As of November 2024, Android leads with a 71.42% global market share, while in the US, iPhones dominate with a 56.63% market share. These numbers highlight the massive potential for mobile marketers to expand their reach.

Here’s how you can leverage this strategy to thrive in 2025.

Understanding User Acquisition (UA)

User Acquisition campaigns are all about attracting new users who have never interacted with your app. These campaigns use targeted advertising, creative messaging, and precise audience segmentation to draw attention and encourage downloads.

Key Benefits of UA:

• Expands your user base by reaching untapped audiences.

• Creates brand awareness among potential users.

• Drives initial installs and first conversions.

However, acquiring users is only the first step. Keeping them engaged is where retargeting comes in.

The Power of Retargeting Campaigns

Retargeting focuses on re-engaging users who may have interacted with your app but lost interest or became inactive. It’s a way to remind users why they downloaded the app in the first place and encourage them to return.

How Retargeting Works:

• Targeting Inactive Users: Personalized ads nudge users to re-open or reinstall the app.

• Precision Messaging: Offers, promotions, or reminders incentivize conversions.

• Timely Engagement: Target users at optimal moments (e.g., geo-targeted offers).

Given the growing global reach of Android and the high user concentration of iPhones in key markets like the US, it’s critical for marketers to tailor their campaigns to platform-specific behaviors for maximum impact.

Key Takeaways for 2025

The dual approach of UA and retargeting is no longer optional—it’s a necessity for apps that want to thrive. By combining these strategies, businesses can:

• Achieve higher ROI from their campaigns.

• Build a loyal and engaged user base.

• Drive sustainable, long-term app growth.

Whether your focus is on Android’s vast global reach or iOS’s dominance in markets like the US, aligning your strategy with platform trends is essential for success.

How Targetoo Can Help

At Targetoo, we specialize in helping businesses grow their apps through data-driven UA and retargeting campaigns. Our expertise ensures you target the right users, optimize ad spend, and achieve measurable results.

Ready to take your app from downloads to loyalty? Download our 2025 Mobile Marketing Playbook and discover how UA and retargeting can transform your app’s success.