Introduction

Mobile app user acquisition has evolved significantly since the early App Store days, and in 2018, Australian app developers face both unprecedented opportunities and fierce competition. With over 2 million apps on the iOS App Store and 3.5 million on Google Play, standing out and acquiring quality users requires a sophisticated, multi-channel approach.

This comprehensive guide explores proven app user acquisition strategies tailored for the Australian market in 2018, covering everything from App Store Optimization (ASO) to paid acquisition channels, organic growth tactics, and retention-focused strategies.

In this article, we’ll explore:

  • Current state of app user acquisition in Australia (2018)
  • Fundamental ASO strategies that drive organic discovery
  • Paid acquisition channels and their 2018 benchmarks
  • Organic growth tactics for sustainable user bases
  • Measuring and optimizing acquisition costs
  • Real Australian app success stories

Whether you’re launching your first app or scaling an existing product, these strategies will help you acquire users cost-effectively in Australia’s competitive mobile landscape.

The Australian App Market Landscape in 2018

Market Overview

The Australian mobile app market has matured considerably:

Platform Distribution:

  • iOS: ~55% market share in Australia (higher than global average)
  • Android: ~45% market share
  • Both platforms essential for comprehensive market coverage

User Behavior in 2018:

  • Average Australian has 80+ apps installed
  • Uses 9 apps daily, 30 apps monthly
  • 75% of app discovery happens through App Store/Play Store search
  • Increasing shift toward subscription-based monetization models

Competitive Landscape:

  • Global apps dominate top charts (Facebook, Instagram, Snapchat)
  • Growing opportunities in niche verticals
  • Australian-specific apps succeed in banking, news, sports betting, and local services

Key Technologies Shaping Acquisition in 2018

Cloud-Native Infrastructure: The shift to cloud-native architectures enables sophisticated attribution tracking and real-time optimization. Tools like AWS Mobile Hub and Google Firebase provide comprehensive analytics without significant infrastructure investment.

API Economy: Modern attribution platforms (AppsFlyer, Adjust, Kochava) leverage APIs to integrate with ad networks, providing unified dashboards for multi-channel campaigns.

DevOps Maturity: CI/CD pipelines enable rapid A/B testing of app store listings, onboarding flows, and acquisition funnels—critical for optimization.

App Store Optimization (ASO): The Foundation

ASO remains the most cost-effective acquisition channel in 2018, with 65-75% of app downloads originating from store searches.

iOS App Store Optimization (2018)

Title Optimization:

  • Maximum 50 characters (enforced strictly in iOS 11, released September 2017)
  • Include your primary keyword naturally
  • Format: “App Name - Primary Benefit”
  • Example: “FitLife - Personal Fitness Tracker”

Keyword Field:

  • 100 characters available (commas don’t count toward limit)
  • Use comma-separated keywords without spaces
  • No repeated keywords (App Store algorithm indexes all instances)
  • Example: “fitness,workout,gym,exercise,health,training,weight loss,calories”

Description:

  • First 3 lines critical (170 characters visible before “more”)
  • Feature-focused bullet points perform well
  • Include social proof (awards, media mentions)
  • Update with each release to signal active development

Screenshots & Preview Video:

  • First 2-3 screenshots most critical
  • Localized screenshots for Australian market (show AUD pricing, local features)
  • App preview video (30 seconds) can increase conversion by 20-30%

Google Play Store Optimization (2018)

Title:

  • 50 characters maximum
  • Include primary keyword
  • Format similar to iOS

Short Description:

  • 80 characters - critical for search results display
  • Include primary keyword and clear value proposition

Long Description:

  • 4,000 characters available
  • First 250 characters most important (visible before expansion)
  • Natural keyword integration (avoid stuffing)
  • Use formatting (bullet points, short paragraphs)

Promo Video:

  • YouTube video embedded at top
  • 30-120 seconds recommended
  • Showcases core value proposition

ASO Best Practices for Australian Market

Localization: Australian English differs from US/UK variants in subtle but important ways:

  • Use Australian spelling (“organise” not “organize”, “colour” not “color”)
  • Reference local payment methods (PayPal, POLi, BPAY for bill payments)
  • Include Australian landmarks in screenshots if location-relevant
  • Price in AUD prominently

Seasonal Optimization: Adjust keywords and screenshots for Australian seasons (remember: opposite to Northern Hemisphere):

  • Summer (Dec-Feb): outdoor, beach, summer-specific features
  • Autumn (Mar-May): back-to-school, autumn sale keywords
  • Winter (Jun-Aug): indoor, cozy, winter-specific use cases
  • Spring (Sep-Nov): spring cleaning, new year resolution alignment

Category Selection: Choose your primary category strategically:

  • Less competitive categories easier to rank in top charts
  • “App Store Games” more competitive than “App Store Business”
  • Can select secondary category to increase discoverability

While ASO provides organic baseline, paid acquisition accelerates growth and targets specific user segments.

Facebook & Instagram Ads

Why Facebook Ads in 2018:

  • Sophisticated targeting (interests, behaviors, lookalikes)
  • Strong Australian user penetration (16 million+ monthly active users)
  • Automated app campaigns optimize for installs or events
  • Instagram placement increasingly effective for visual apps

2018 Benchmarks for Australia:

  • Cost Per Install (CPI): $1.50-$4.50 AUD (iOS), $1.00-$3.00 AUD (Android)
  • Click-Through Rate (CTR): 1.5-3% for well-optimized campaigns
  • Conversion Rate (Install Rate): 10-15% of clicks

Campaign Structure:

Campaign: App Install Campaign
├── Ad Set 1: Lookalike Audience (1%, existing users)
│   └── Ad Variations: 3-5 creative variants
├── Ad Set 2: Interest-Based (relevant interests)
│   └── Ad Variations: 3-5 creative variants
└── Ad Set 3: Retargeting (app event optimized)
    └── Ad Variations: 3-5 creative variants

Creative Best Practices:

  • Video ads outperform static images (20-40% better CTR)
  • First 3 seconds critical for stopping scroll
  • Show actual app interface, not generic lifestyle imagery
  • Clear call-to-action (“Install Now”, “Download Free”)
  • Square (1:1) or vertical (4:5) formats optimized for mobile feed

Google Universal App Campaigns (UAC)

Overview: Launched in its current form in late 2017, UAC automates ad creation across Google Search, Display, YouTube, and Google Play.

How UAC Works in 2018:

  • Provide text ideas, images, videos
  • Google’s machine learning creates ad combinations
  • Automatic optimization for install volume or in-app actions
  • Bidding: Target CPI or target CPA for specific in-app events

2018 Benchmarks for Australia:

  • CPI: $2.00-$5.00 AUD (iOS), $1.50-$3.50 AUD (Android)
  • Generally 20-30% higher CPI than Facebook, but better user quality for some verticals

Creative Requirements:

  • 4-5 text ideas (each with headline and description)
  • 2-3 landscape images (1200x628)
  • 1-2 portrait images (480x720)
  • 1-2 videos (horizontal or square, up to 30 seconds)

Apple Search Ads

Overview: Apple Search Ads Basic (free, automated) and Search Ads Advanced (manual control) both available in Australia as of early 2018.

Why Search Ads in 2018:

  • Targets users with highest intent (actively searching App Store)
  • Conversion rates 2-3x higher than other channels
  • Only appears on iOS App Store search results
  • Typically highest-quality users due to search intent

2018 Australian Benchmarks:

  • CPI: $3.00-$8.00 AUD (competitive categories higher)
  • Conversion Rate: 40-60% (tap-to-install rate)
  • Best for apps with higher lifetime value due to premium CPI

Campaign Strategy:

  • Start with Search Ads Basic (automated, no minimum spend)
  • Graduate to Advanced for precise control
  • Target brand keywords defensively (prevent competitor conquest)
  • Target competitor keywords offensively (within guidelines)
  • Use Search Match for discovery (Apple’s automatic keyword expansion)

Other Paid Channels

Twitter Ads:

  • Niche audiences (news, sports, tech-savvy users)
  • CPI: $2.50-$6.00 AUD
  • Better for brand awareness than volume

Snap Ads:

  • Young demographic (13-24 year olds)
  • Full-screen vertical video
  • CPI: $3.00-$7.00 AUD
  • Effective for gaming, entertainment, social apps

Programmatic Display:

  • Networks like AppLovin, ironSource, Unity Ads
  • Primarily for gaming apps
  • Rewarded video formats perform well
  • CPI varies widely by game genre

Organic User Acquisition Strategies

Sustainable growth requires strong organic channels that compound over time without ongoing ad spend.

Content Marketing

App Blog: Create valuable content targeting your user persona’s questions:

  • SEO-optimized articles addressing user pain points
  • How-to guides featuring your app
  • Industry news and trends commentary
  • User success stories and case studies

Example (Fitness App):

  • “10-Minute Morning Workouts for Busy Professionals”
  • “How to Track Macros Without Obsessing Over Food”
  • “Gym Etiquette Guide for Australian Fitness Centers”

Social Media Presence

Platform Selection: Choose platforms where your audience engages:

  • Instagram: Visual apps (fitness, photography, food, travel)
  • LinkedIn: Professional/B2B apps
  • Facebook: Broad consumer apps
  • Twitter: News, tech, finance apps

Content Strategy:

  • Share user-generated content (with permission)
  • Behind-the-scenes development stories
  • Feature announcements and updates
  • Interactive content (polls, Q&A, contests)

2018 Best Practice: Micro-influencer partnerships (1,000-100,000 followers) often deliver better ROI than macro-influencers. Australian fitness, beauty, and lifestyle micro-influencers typically charge $100-$500 per post.

PR and Media Coverage

Australian Tech Media:

  • Startup Daily
  • Pedestrian (for consumer apps)
  • AusTech (B2B/enterprise focus)
  • Finder (fintech, comparison)
  • Mumbrella (marketing/adtech)

Press Release Strategy:

  • Focus on newsworthy angles: funding rounds, major milestones, unique features
  • Localize for Australian media (Australian statistics, local user stories)
  • Build relationships before pitching
  • Provide exclusive previews for major launches

App Store Features

Getting featured by Apple or Google dramatically increases installs (typically 10-50x baseline).

Apple App Store Features:

  • “App of the Day” - single app showcase
  • “Today Tab” story - narrative feature
  • Category collections - thematic groupings

How to Increase Feature Chances:

  • Exceptional design and user experience
  • Innovative use of latest iOS features (ARKit, CoreML in 2018)
  • Regular updates showing active development
  • No bugs or performance issues
  • Strong ratings (4.5+ stars)
  • Build relationship with Apple App Store editorial team

Google Play Features:

  • “Editor’s Choice” badge
  • Homepage collections
  • Category features

How to Increase Feature Chances:

  • Material Design excellence
  • Innovative Android features
  • Strong engagement metrics
  • Localized for multiple markets
  • Participate in Google Play Academy programs

Referral Programs

Built-in referral systems leverage existing users to acquire new ones.

Implementation Approaches:

Two-Sided Incentive:

  • Referrer reward: In-app currency, premium feature unlock
  • Referee reward: Welcome bonus, discount on first purchase

Example: Fitness App Referral

  • Referrer gets 1 month free premium for each successful referral
  • Referee gets 2 weeks free premium trial
  • Referral successful after referee completes 5 workouts

Technical Implementation:

  • Firebase Dynamic Links (deep linking across platforms)
  • Custom referral code system
  • Analytics tracking for attribution

Community Building

In-App Community: Build social features that create network effects:

  • User profiles and social following
  • Content sharing and comments
  • Challenges and leaderboards
  • Direct messaging

External Community:

  • Facebook Group for power users
  • Reddit community (if appropriate for your niche)
  • Discord server (gaming, tech apps)
  • Email newsletter with exclusive content

Measuring User Acquisition Performance

Effective measurement enables optimization and prevents wasting budget on low-quality traffic.

Essential Metrics

Acquisition Metrics:

  • CPI (Cost Per Install): Total ad spend / number of installs
  • CVR (Conversion Rate): Installs / ad clicks
  • Organic vs. Paid Split: Percentage breakdown of install sources

Quality Metrics:

  • D1/D7/D30 Retention: % of users returning 1/7/30 days after install
  • Session Length: Average time spent in app per session
  • DAU/MAU Ratio: Daily active users / monthly active users (stickiness)

Monetization Metrics:

  • ARPU (Average Revenue Per User): Total revenue / total users
  • LTV (Lifetime Value): Predicted revenue per user over lifetime
  • Time to First Purchase: Days from install to first transaction

Business Metrics:

  • CAC (Customer Acquisition Cost): Full-loaded cost to acquire one user
  • LTV:CAC Ratio: Lifetime value / customer acquisition cost (target: above 3:1)
  • Payback Period: Time to recover acquisition cost

Attribution Platforms

Leading Platforms in 2018:

AppsFlyer:

  • Comprehensive attribution across channels
  • Fraud detection and prevention
  • Deep linking and retargeting
  • Pricing: Free tier available, paid plans from $200/month

Adjust:

  • Strong fraud prevention (reject invalid installs)
  • Excellent reporting and analytics
  • Cohort analysis and retention tracking
  • Pricing: Custom enterprise pricing

Kochava:

  • Multi-touch attribution
  • Strong enterprise features
  • API-first architecture for custom integrations
  • Pricing: Enterprise focus, custom pricing

Implementation: Integrate SDK in your app to track:

  • Install source attribution
  • In-app events (registration, purchase, level completion, etc.)
  • User journey and funnel conversion
  • Campaign performance across networks

A/B Testing

Continuous optimization through testing drives performance improvements.

What to Test:

App Store Listing:

  • Icon variations
  • Screenshot combinations and order
  • Preview video vs. no video
  • Description variations

Onboarding Flow:

  • Number of onboarding screens
  • Permission request timing
  • Account creation requirement
  • Tutorial vs. interactive walkthrough

Acquisition Creative:

  • Ad copy variations
  • Visual style and color schemes
  • Value proposition messaging
  • Call-to-action phrasing

Tools for 2018:

  • Google Play Experiments: Built-in A/B testing for Play Store listings
  • iOS Testing: Manual split testing using multiple accounts (no official tool in 2018)
  • SplitMetrics: Third-party ASO A/B testing platform
  • Firebase Remote Config: In-app feature testing

User Acquisition Funnel Optimization

Optimizing each funnel stage compounds improvements:

Ad Impression
    ↓ CTR (Click-Through Rate: 1-3%)
Ad Click
    ↓ CVR (Conversion Rate: 10-15%)
App Store View
    ↓ Install Rate (40-60% for intent-driven traffic)
Install
    ↓ Open Rate (80-90% within first day)
First Open
    ↓ Registration Rate (60-80% for required registration)
Registration
    ↓ Activation Rate (% completing core action)
Activated User

Improving Click-Through Rate (CTR)

Ad Creative Best Practices:

  • Show actual app interface (screenshots or screen recordings)
  • Highlight specific value proposition, not generic benefits
  • Use motion (video or animated assets) to stop scroll
  • Test bold colors that stand out in feed
  • Include clear call-to-action

Improving App Store Conversion Rate

Icon:

  • Simple, recognizable at small sizes
  • Stands out in search results
  • Consistent with app positioning

Screenshots:

  • First screenshot most critical
  • Show key feature or benefit
  • Minimal text overlays (show, don’t tell)
  • Use device frames for professionalism

Ratings & Reviews:

  • Target 4.5+ star rating
  • Prompt users after positive experiences
  • Respond to negative reviews professionally
  • Fix bugs mentioned in reviews

Improving First-Run Experience

Onboarding Optimization:

  • Delay permission requests until contextually relevant
  • Show value before requiring account creation
  • Use interactive tutorials over passive screens
  • Allow “skip” option for experienced users

Time-to-Value: Minimize time between app open and first value delivered:

  • Let users explore before account creation
  • Provide sample data or demo mode
  • Show immediate utility (calculator, converter, etc.)

Australian App Success Story: Fitness App Launch

To illustrate these strategies in practice, here’s a case study from an Australian fitness app launched in early 2018.

The Challenge

A Sydney-based startup developed a personal training app connecting users with certified trainers for virtual coaching sessions. Launching in a competitive fitness app category, they needed to acquire 10,000 users within the first 6 months.

Key constraints:

  • Limited budget: $30,000 for 6-month acquisition
  • Strong local (Sydney/Melbourne) focus initially
  • Two-sided marketplace complexity (trainers and users)

The Approach

Month 1-2: ASO Foundation

  • Extensive keyword research for Australian fitness searches
  • Professional screenshots featuring Australian trainers and locations
  • A/B tested 5 icon variations using SplitMetrics
  • Achieved ranking in top 20 for “personal trainer” and “virtual fitness” keywords

Month 2-3: Organic + PR

  • Published 20 fitness blog articles optimized for Australian fitness searches
  • Secured coverage in Startup Daily and Pedestrian
  • Built Instagram presence featuring trainer success stories
  • Launched referral program (1 month free for referrer, 2 weeks for referee)

Month 3-6: Paid Acquisition

  • Facebook Ads targeting fitness enthusiasts in Sydney/Melbourne

    • CPI achieved: $2.80 AUD average
    • Focused on video ads showing trainer-client interactions
    • Lookalike audiences from registered trainers

  • Google UAC for broader awareness

    • CPI achieved: $3.50 AUD average
    • Captured high-intent search traffic

  • Apple Search Ads for iOS users

    • CPI achieved: $5.20 AUD average
    • Highest LTV users (40% higher than other channels)

The Results

6-Month Performance:

  • Total installs: 14,200 (42% above target)
  • Total spend: $28,500 (under budget)
  • Blended CPI: $2.01 AUD

Channel Breakdown:

  • Organic (ASO + PR + Referral): 45% of installs
  • Facebook Ads: 35% of installs
  • Google UAC: 12% of installs
  • Apple Search Ads: 8% of installs

Quality Metrics:

  • D7 Retention: 35% (excellent for fitness category)
  • D30 Retention: 18%
  • Average LTV (6-month cohort): $47 AUD
  • LTV:CAC Ratio: 23:1 (exceptional due to strong organic mix)

Key Takeaways

This case study demonstrates:

  1. ASO as foundation: 45% organic installs reduced blended CPI significantly
  2. Channel diversification: Multiple acquisition sources provided resilience
  3. Quality focus: Apple Search Ads had highest CPI but best LTV
  4. Localization matters: Australian-specific creative and messaging resonated
  5. Referral mechanics: Viral coefficient of 0.3 (each user referred 0.3 additional users)

Conclusion

App user acquisition in 2018 requires a sophisticated, multi-channel approach combining organic ASO, paid acquisition, content marketing, and retention optimization. The Australian market presents unique opportunities with high iOS penetration, strong purchasing power, and growing appetite for locally-relevant apps.

Key Takeaways

Foundation:

  • Invest heavily in ASO—it’s your most cost-effective channel
  • Localize everything for Australian market (spelling, pricing, imagery)
  • Build measurement infrastructure early (attribution platform)

Paid Acquisition:

  • Start small, measure carefully, scale what works
  • Facebook Ads best for volume, Apple Search Ads for quality
  • Test creative aggressively (budget 20% of spend for creative testing)
  • Focus on LTV:CAC ratio, not just CPI

Organic Growth:

  • Content marketing compounds over time
  • PR and features provide outsized returns
  • Referral programs leverage existing users
  • Community building creates network effects

Optimization:

  • Measure everything (acquisition, engagement, monetization)
  • A/B test continuously (store listing, onboarding, creative)
  • Focus on retention as much as acquisition
  • Optimize entire funnel, not just top-of-funnel

Next Steps

Ready to accelerate your app’s user acquisition? Here’s your action plan:

  1. Audit your ASO across both iOS and Android stores
  2. Implement attribution with AppsFlyer, Adjust, or Kochava
  3. Define your metrics and measurement framework
  4. Test one paid channel with a small budget ($1,000-$2,000)
  5. Build organic channels (content, social, PR) for sustainable growth
  6. Optimize continuously based on data

For Australian app developers ready to scale, our team at Eawesome Apps provides end-to-end mobile app development and growth marketing services. We’ve helped dozens of Australian apps acquire their first 10,000-100,000 users profitably.

Last updated: 2018-03-27 Keywords: app user acquisition, mobile marketing, ASO, app store optimization, iOS apps, Android apps, Facebook Ads, Apple Search Ads

References and Further Reading

This article is based on research from authoritative sources and our experience with Australian app launches in 2017-2018:

  1. Apple Developer Documentation - Official iOS development resources
  2. Android Developers - Official Android development resources
  3. App Annie State of Mobile 2018 - Mobile market intelligence
  4. AppsFlyer Performance Index - Ad network benchmarks
  5. Sensor Tower ASO Blog - App Store Optimization insights
  6. Facebook Marketing Science - Mobile advertising best practices
  • App Store Optimization (ASO)
  • Mobile App Analytics
  • iOS App Development
  • Android App Development
  • Mobile Marketing Attribution
  • App Retention Strategies

This content reflects mobile app acquisition strategies and technologies available in Australia as of March 2018.