®Publishing an app in the App Store or Google Play does not bring users by itself. Both stores are crowded, and new apps need a reason to be noticed. A simple app launch marketing plan, started well before release, gives your app a much better chance of reaching the people it was built for.
Start before the app is finished
The weeks before launch are when you build an audience and learn how to describe your app.
- Define your audience clearly. Write down who the app is for, the problem it solves and why they would choose it over what they use today.
- Create a landing page. Explain the app in one sentence, show a few screens and collect email addresses or sign-ups for early access.
- Run a beta. TestFlight on iOS and testing tracks in Google Play let you share the app with real users before release. Their feedback improves the app and gives you early reviews and stories to share.
- Prepare your launch materials. Screenshots, a short preview video, a press kit with your logo and key facts, and a short description you can reuse everywhere.
- Plan your launch date. Avoid releasing on the same day as a major update or big holiday in your main market if you can, and leave time for store review.
App store optimisation
App store optimisation (ASO) is the work of helping your app rank in store search and convincing people to install it once they see the listing. For most apps it is the most important long-term source of free installs.
The main elements are:
- App name and subtitle or short description. Include your most important keyword naturally, while keeping the name readable.
- Keywords. On the App Store you choose keywords in a dedicated field. On Google Play, the full description is used, so write it for people while including the terms they search for.
- Screenshots and preview video. Most visitors decide from the first few images. Show the main benefit, not the settings screen.
- Icon. Simple, recognisable and clear at small sizes.
- Ratings and reviews. Ask happy users at the right moment, using the official in-app review prompts, and reply to reviews in the store.
- Localisation. Translating your listing for key markets can open up new search traffic.
Our app store optimisation guide covers each of these in more depth.
Choosing paid and organic channels
Not every channel suits every app. Start with two or three that match where your audience already spends time.
| Channel | Type | Works well for |
|---|---|---|
| App store search ads | Paid | Capturing people already searching in the store |
| Social media ads | Paid | Consumer apps with clear visual appeal |
| Google App campaigns | Paid | Reaching Android and iOS users across Google's networks |
| Content and SEO | Organic | Apps that solve problems people search for on the web |
| Social media and community | Organic | Apps with an engaged niche audience |
| Partnerships and influencers | Either | Reaching an audience that already trusts someone |
| Email to your waitlist | Owned | Getting first installs and reviews on launch day |
| Press and product directories | Earned | New, interesting or useful products |
A few principles apply across all of them:
- Test small before spending big. Run small budgets on several ads and audiences, then put more money into what works.
- Send people to the right place. Store links for mobile visitors, a landing page for desktop visitors.
- Keep your message consistent. The ad, landing page and store listing should promise the same thing.
- Respect privacy rules. Both Apple and Google limit how users can be tracked across apps, so plan your measurement within those limits.
What to measure after launch
Installs are only the start. An app that people download and delete has not really launched.
Track these measures from day one:
- Store listing conversion: how many people who view your page go on to install.
- Activation: how many new users complete the key first action, such as creating an account or finishing a first task.
- Retention: how many users come back after a day, a week and a month.
- Cost per install and per active user for each paid channel.
- Ratings and review themes, which often point to bugs or missing features.
- Revenue or conversion to paid, if the app makes money.
App Store Connect and Google Play Console give you store data for free. An analytics tool inside the app, such as Firebase or a similar product, shows what users do after installing. Paid campaigns may also need an attribution tool to show which ads led to installs.
Review the numbers weekly at first. Improve onboarding if activation is low, improve the product if retention is low, and improve the listing if store conversion is low.
Launch checklist
- Audience and main message written down
- Landing page live and collecting sign-ups
- Beta tested with real users
- Store listing, screenshots and video ready
- Keywords researched for each market
- Analytics and crash reporting installed and tested
- Launch-day email and social posts prepared
- Small paid tests planned with clear budgets
- Weekly review of key measures scheduled
Frequently asked questions
How early should we start marketing an app?
Start building an audience as soon as the idea and design are clear, ideally several weeks or more before release. That gives time for a landing page, a beta and launch materials.
Do we need a paid advertising budget at launch?
Not always. Strong ASO, a waitlist and a focused community effort can bring the first users. A small paid budget is useful for testing messages and audiences quickly.
What matters more, installs or retention?
Retention. Paying for installs from users who leave straight away wastes money. Fix activation and retention first, then grow installs.
If you are planning a launch and want help with store listings, campaigns and measurement, our digital marketing, SEO and ASO team can build and run a plan with you.