App User Acquisition in 2025: What’s Changed and What’s Next?

In the rapidly evolving mobile app industry, user acquisition (UA) remains one of the most crucial yet challenging aspects of app success. What worked for acquiring users a few years ago may no longer yield the same results in 2025. With the proliferation of apps, increased competition, and evolving consumer behavior, app marketers must stay ahead of trends to attract and retain users effectively.

In this blog, we will explore how app user acquisition has transformed over the years, the current trends driving UA strategies in 2025, and what lies ahead for mobile app marketers.

Key shifts in app user acquisition

1. The Decline of Broad Targeting

   Broad targeting used to be a prominent UA strategy, focusing on getting the app in front of as many users as possible. However, the rise of hyper-targeting has shifted the focus from quantity to quality. With increased access to first-party data and advancements in machine learning, brands can now focus on highly relevant, personalized user acquisition efforts, targeting users most likely to convert and stay engaged with the app.

2. Post-IDFA World

   With the introduction of Apple’s App Tracking Transparency (ATT) framework and the deprecation of IDFA (Identifier for Advertisers), app marketers have had to adapt to a privacy-centric world. In 2025, user acquisition strategies will be heavily focused on first-party data and context-based targeting, as reliance on user tracking has declined. This shift has made UA more complex but also more ethical, prioritizing privacy and user consent.

3. Shift to Engagement Metrics

   Previously, UA's success was often measured by the number of installs. However, in 2025, retention and lifetime value (LTV) are the metrics that truly matter. Marketers are no longer just acquiring users; they are acquiring engaged users. This shift means UA campaigns now focus on not just driving installs but also ensuring users engage meaningfully with the app over time.

4. AI and Automation in UA

   Artificial intelligence (AI) has revolutionized user acquisition by enabling marketers to automate and optimize campaigns in real time. Predictive analytics, powered by AI, allows marketers to predict which users are more likely to perform specific actions (such as in-app purchases or subscriptions) and tailor ads accordingly. Automated bidding strategies and dynamic creative optimization ensure that app marketers get the most out of their advertising spend.

Top trends in UA for 2025

1. Creative Optimization with Dynamic Ads

   The importance of compelling creatives in UA cannot be overstated. In 2025, marketers are leveraging dynamic creative optimization (DCO), which uses AI to tailor ad creatives based on user behavior, preferences, and demographics. This personalization leads to better engagement and higher conversion rates.

2. Video Ads Dominate

   Video ads, especially short-form videos, have become a staple in UA campaigns. With platforms like TikTok and Instagram Reels thriving, marketers are capitalizing on the engaging nature of video to capture users’ attention. In-app rewarded video ads are particularly effective, as they provide value to users in exchange for their time.

3. Predictive User Acquisition

   Predictive analytics, driven by machine learning, is allowing marketers to forecast user behavior before they even install the app. By analyzing existing user data, marketers can create lookalike audiences—users who are likely to convert based on patterns from existing high-value users. This method ensures that UA efforts are highly targeted and result in better-quality installs.

4. Influencer Marketing and Community Building

   Traditional digital ads are still effective, but influencer marketing has emerged as a key UA strategy in 2025. Social media influencers, Twitch streamers, and YouTubers offer credibility and reach, allowing app brands to tap into highly engaged audiences. Pairing influencer content with app-specific promotions or referral programs amplifies the reach and increases conversions.

The Future of App User Acquisition

1. Zero-Party Data Collection

   With increasing privacy concerns, the future of user acquisition will likely focus on zero-party data—information that users willingly and proactively provide, such as preferences, app usage patterns, and feedback. This type of data allows app marketers to offer highly personalized experiences without compromising user trust.

2. Contextual Targeting Returns

   With the decline of cookie-based and identifier-based tracking, contextual targeting is making a comeback. By targeting users based on the context in which ads appear—such as showing fitness app ads in a health-related article—marketers can reach relevant audiences without violating privacy.

3. Cross-Platform UA

   As users engage with multiple platforms and devices throughout the day, cross-platform UA will become more critical. Whether it’s via smartphones, tablets, wearables, or connected TVs, reaching users seamlessly across platforms will be essential for successful UA campaigns in 2025.

4. Gamification for User Retention

   In 2025, gamification will play a pivotal role in retaining app users. Whether it’s offering rewards for completing certain tasks or providing in-app achievements, gamification enhances user engagement and boosts long-term retention rates.

Case Study: The Success of Calm’s AI-Powered UA Strategy

Calm, a popular meditation and wellness app, used AI-powered tools to optimize its UA campaigns by targeting users who were most likely to engage in long-term meditation practices. By integrating predictive user behavior models, Calm improved its retention rates by 35% within six months, while decreasing its cost-per-acquisition (CPA) by 20%. The brand achieved this through dynamic creative optimization, tailoring ads to individual preferences based on previous app usage data. This strategy not only improved Calm’s overall user experience but also resulted in a higher ROI on its UA campaigns.

Conclusion

As user acquisition strategies continue to evolve, marketers need to focus on quality engagement, privacy compliance, and personalized experiences. By adopting AI-powered tools, focusing on creative optimization, and building strong relationships through influencer marketing, app marketers can ensure they stay competitive in the rapidly changing mobile ecosystem of 2025. The future of UA is all about deep engagement, ethical data usage, and creating long-lasting user relationships.

With PubScale, you can leverage cutting-edge tools and strategies for optimal user acquisition. Our user acquisition platform is designed to help app marketers achieve high-quality user engagement through personalized ad experiences and seamless integration with top mobile measurement platforms like AppsFlyer, Adjust, and Singular.

Boost your marketing campaigns by tapping into a network of premium publishers, gaining access to global traffic, and enhancing your return on ad spend (ROAS). From AI-driven targeting to dynamic creative optimization, PubScale ensures that you acquire users who not only download your app but remain engaged over the long term.

Ready to elevate your user acquisition game? Get started with PubScale today!