App marketing
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An app does not pay for itself through downloads but through usage. App marketing therefore links acquisition and retention: attracting the right users and making sure they come back. ASO works on the first step; notifications, the first-open experience and app analytics work on the second. ## ASO, the SEO equivalent for app stores Keywords work differently: the title and subtitle carry more weight than the description, visuals directly influence conversion and reviews change the average rating shown. Store listing tests, built into the Play Console, let you try several icon and screenshot variants. ## Retention: where profitability happens A user who comes back three times is worth far more than a purchased install. You need to measure cohorts, spot the moments when users drop off and act with targeted notifications. An app used about once a month is not managed like a daily app. ## Honest measurement Cost per install is misleading; look at cost per activated user and per unit of revenue generated. These indicators define which channels deserve more investment.When this guide is for you
- Your app is published but downloads are stagnant or concentrated in a short period
- You want to improve your ranking in Google Play and App Store searches
- You lose users after a few days and don't know when or why
- You are preparing the launch of a new app or a major new version
- You spend on acquisition without knowing which sources bring active users
Step by step
- Audit of the store listing and keyword research — Analyse the current listing, the searches that already bring installs and the competitors, then choose a title, subtitle and keywords suited to each store.
- Optimisation of visuals — Rework the icon, screenshots and preview video; use store listing tests (Google Play, App Store experiments) to compare variants before committing.
- Tracking of activation and retention — Instrument the events that matter (first opening, core action, return), define cohorts and identify where users drop off.
- Paid acquisition by source — Run Google App Campaigns and Apple Search Ads in a controlled way, comparing cost per activated user and revenue, not just cost per install.
- Notifications and loop improvements — Segment notifications, time them properly, reply to reviews and iterate on onboarding based on observed drop-off.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| ASO audit and listing optimisation | 8,000 – 20,000 MAD (approx. 730 – 1,800 €) | Keywords, visuals and prioritised recommendations |
| Monthly marketing support | 8,000 – 30,000 MAD / month (approx. 730 – 2,800 €) | ASO, reporting, campaigns and icon and screenshot tests |
| Media budget (Google App Campaigns, Apple Search Ads) | 10,000 – 100,000 MAD / month (approx. 900 – 9,200 €) | Depends on the sector, competition and cost per install |
| Creation of listing visuals | 4,000 – 15,000 MAD (approx. 370 – 1,400 €) | Icon, screenshots and preview video |
| Launch campaign | 15,000 – 60,000 MAD (approx. 1,400 – 5,500 €) | Review outreach, press relations and activation activities |
| Notification strategy | 5,000 – 15,000 MAD (approx. 450 – 1,400 €) | Segmentation, messaging and calendar |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Confusing downloads with active users: an install that is never opened has no value
- Writing the listing like a brochure, without keyword research adapted to in-store searches
- Launching a campaign without tracking activation and retention, then paying for users who leave
- Neglecting reviews and replies to comments, which influence listing conversion
- Sending many notifications without segmentation, risking uninstalls and opt-outs
Frequently asked questions
What is ASO?
App Store Optimisation is the set of actions that improve the visibility and conversion of your store listing: keywords, title, description, visuals, reviews. It is the SEO equivalent for apps.
How much does one installed user cost?
It varies widely by sector. For a consumer app in Morocco, budget often 2 to 10 MAD per paid install, more if the sector is highly competitive (finance, games, delivery). What matters most is the cost per genuinely active user.
Do you need paid advertising for a local app?
Not always at the start. A well-optimised listing, solid reviews and a presence on your website and social media are often enough to get going. Paid advertising comes in once the product is stable and cost per user stays profitable.
How do you improve retention?
By improving the first opening (short onboarding, immediate value), relevant and segmented notifications, features that build a habit (loyalty, tracking, bookings) and by measuring where users drop off.
Can reviews really make a difference?
Yes. The average rating and number of reviews affect listing conversion and search ranking. A well-timed prompt to satisfied users (without pestering them or encouraging fake ratings) is often enough to improve the rating.
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