Last Updated on 4 days by School4Seo Team
Pauline needs new users who complete valuable actions within the app. this fall under Maturity phase.
- Launch
- Growth
- Engagement
- Maturity
The correct answer is: Maturity
Explanation: Pauline’s situation, where she has a well-established app and is now focusing on acquiring new users who complete valuable in-app actions, falls under the Maturity phase of the app lifecycle. In the early “Growth” phase, the focus is typically on maximizing installs. However, once an app is established (mature), the strategy shifts to optimizing for quality users who drive revenue or key engagement metrics. This involves leveraging data to acquire users likely to perform specific, high-value in-app actions, signifying a mature and sophisticated app marketing strategy.
Reference Link:
- While Google’s official documentation for App campaigns doesn’t explicitly use “Maturity” as a direct campaign phase name, the concept is inherent in its targeting and optimization options.
- Grow My App – Google Ads (under “Set Objectives”): https://ads.google.com/home/grow-my-app/set-objectives/ This page clearly distinguishes between “Get more installs” (growth) and “Find users likely to make in-app purchases of your products and services” or “Get more users to complete a specific in-app action” (which aligns with a mature app’s goals). The progression from volume to value is a characteristic of an app reaching maturity.
Maturity is the state when an app is well-established, it has a large user base. An app in this stage needs new users who complete valuable actions within the app. An app might have an established cost-per-acquisition (CPA) goal overall or be able to place set dollar values on specific user actions (like a purchase or add-to-cart).