Mobile App Growth Marketing That Improves LTV to CAC
We scale installs and revenue by optimising UA, ASO, onboarding, and retention with tight tracking and rapid creative testing.
What app growth marketing covers
Mobile app growth marketing is a full-funnel system that improves acquisition and monetisation, not just installs. It typically combines App Store Optimisation to lift listing conversion, paid user acquisition across app networks, and lifecycle work to improve activation and retention. We focus on unit economics: CAC, payback, retention cohorts, and lifetime value. That means building strong creative testing loops, fixing onboarding drop-offs, and using attribution and incrementality to separate true growth from cannibalised organic installs.
ASO for more organic installs
Optimise keywords, titles, screenshots, and preview video, then run store listing experiments to improve conversion. We also build review and rating prompts to support long-term discoverability.
Paid UA with creative velocity
Scale across Meta, Google app campaigns, Apple Search Ads, and selected networks. We test hooks, formats, and audiences continuously so performance does not plateau as spend grows.
Activation and retention improvement
Use cohort analysis to find where users drop, then fix onboarding and lifecycle flows. Behaviour-triggered push, in-app, and email messaging improves retention and monetisation.
Why app growth stalls
- Scale on cohort value
- Reduce cannibalised spend
- Improve payback reliability
UA, incrementality, and measurement
Paid UA is only valuable if it drives net-new users who retain and monetise. We set up measurement with an MMP, SKAN-friendly reporting, and event definitions that match your revenue model. Then we run incrementality tests where practical, using holdouts to identify cannibalisation and true lift. Bidding and budget decisions are made using cohort outcomes, not day-zero metrics. This keeps scaling disciplined and protects LTV to CAC as volume increases.
MMP and event taxonomy setup
Define events like install, registration, activation, trial start, purchase, and subscription renewal. Clean events let channels optimise to outcomes and make reporting trustworthy.
Incrementality-led optimisation
Run holdouts or geo splits where feasible to estimate true lift. This prevents over-investing in channels that mainly shift organic users into paid attribution.
Cohort-based budget decisions
Optimise to retention and revenue cohorts, not just CPI. We track payback windows and scale only what holds efficiency beyond early learning phases.
Creative, referrals, and retention loops
App growth is won through creative and retention loops, especially post-privacy. We build a creative system that tests hooks, UGC styles, short-form video, and interactive formats like playables where relevant. In parallel, we improve retention with personalised onboarding, lifecycle messaging, and re-engagement of high-LTV segments. For apps with sharing potential, we also design referral and viral loops with clean tracking and incentives that protect margin. This creates sustainable growth beyond any single network.
Creative testing at scale
Launch consistent creative batches and learn fast. We test first three seconds, value props, CTAs, and formats to beat fatigue and lift click-through and conversion.
Lifecycle and win-back flows
Build behaviour-triggered push, in-app, and email sequences for onboarding, reactivation, and upsell. This increases retention and makes UA performance more stable.
Referral and viral mechanics
Design double-sided incentives, invite flows, and shareable moments. We track invites to activation so referrals drive real growth, not low-quality installs.
How Growthcurve delivers
- Unlimited creative included
- Faster than typical agencies
- One team, one backlog
SEO that compounds, not a checklist
Organic growth is a mix of technical hygiene, content that earns clicks, and authority building that is genuinely deserved. We treat SEO as a product, with a backlog and a cadence, rather than a one-off project. Technical work covers crawlability, site architecture, Core Web Vitals, schema markup and index management. On-page work is driven by search intent and the real questions buyers ask at each stage. Off-page focuses on link earning through useful assets, partnerships and digital PR rather than spam. For example, for a B2B brand we might build a set of comparison pages for demand capture, a small research piece to earn links, and a library of problem-led articles that support sales calls. The outcome is more qualified traffic, better brand credibility, and lower dependency on paid media over time.
Who this is for
- Best for paid scale
- Works with strong tracking
- Not for CPI-only goals
Lifecycle marketing that increases LTV
If you only optimise acquisition, you end up paying more for the same customers. We build lifecycle systems that raise retention and expansion, using email, SMS where relevant, and CRM workflows that feel personal without being creepy. We set up segmentation based on behaviour and value, then design flows for onboarding, activation, replenishment, win-back and referral. In practice that can include RFM modelling for ecommerce, lead scoring for B2B, or product usage triggers for SaaS. We also help you capture first-party and zero-party data with preference centres and progressive profiling, so targeting stays resilient as privacy changes. When we ran a lifecycle audit for one team, we found revenue sitting in overlooked moments, like post-purchase education and renewal risk signals. The outcome is a healthier blended CAC and a marketing engine that keeps paying you back.
Measurement you can trust and use
Attribution arguments waste time and block good decisions. We set measurement up so it is good enough to guide spend, creative and roadmap choices, and we are honest about what is knowable. Tracking work can include GA4 hygiene, conversion event design, server-side tracking where appropriate, and consistent UTMs. Reporting lives in a real-time dashboard, with views that match how you run the business, such as channel performance, funnel conversion, cohort retention and creative learnings. We also use incrementality thinking where it matters, like geo holdouts or controlled tests for bigger budget shifts. For example, if brand search rises after a video push, we look at the whole picture rather than declaring victory based on last click. The outcome is faster iteration and fewer surprises in board meetings.
Operating rhythm, SLAs and ways of working
Good marketing is mostly good operations. We set a working rhythm that keeps delivery moving and prevents strategy decks from becoming a comfort blanket. You get a named lead, specialist channel owners, and access to top-tier US and UK talent, scaled up or down based on your needs. We agree response times, approval flows and who owns what across creative, landing pages, tracking and budget changes. Campaign planning happens in short cycles, with clear priorities and a shared backlog, so work does not disappear into a black box. We also help your internal stakeholders, like product, sales and finance, stay aligned with what marketing is doing and why. The outcome is a calm, consistent cadence, less context switching, and a team that behaves like your internal staff while staying on a monthly rolling basis.