The first month of paid user acquisition sets the foundation for everything after it. Rushing into spend without the basics in place usually means paying to learn things you could have checked for free.
Week 1 — Foundations
- Integrate a mobile measurement partner and verify installs on test devices
- Define three to five key in-app events and confirm they fire correctly
- Polish your store listing: icon, screenshots, short description and localisation
- Agree on one primary KPI, such as cost per registration
Week 2 — Controlled launch
- Launch in one or two priority geos with a limited daily budget
- Start with a handful of creatives that test clearly different messages
- Check data daily for tracking gaps or unusual traffic patterns
Week 3 — Read and adjust
- Compare sources on event rate and day-1 retention, not just CPI
- Pause sources and creatives that clearly underperform
- Shift budget toward early winners in small steps
Week 4 — Plan the next phase
By the end of the month you should know which geos, sources and messages show promise, what your realistic cost per key event looks like, and where the funnel leaks. Use that to set targets and budget for month two — and decide whether to move proven sources to a CPA model.