In starting an App campaign, what is the recommended sequence of actions?

• A. Focus on driving installs to build a strong user base; create higher-value installs campaigns by focusing on the in-app actions of valuable users. Finally, consider activating existing users with app re-engagement.
• B. Re-engage existing users first, then focus on high-value installs, then installs to build user base.
• C. Focus on in-app actions first; then re-engage; then installs.
• D. Start with re-engagement only.

Answer: (A)

Start by building a broad install base to establish reach and gather data on how users behave inside the app. With a sizable audience, you can identify which in-app actions correspond to meaningful value and then run campaigns that focus on acquiring users likely to perform those high-value actions. Finally, re-engage dormant or inactive users to maximize lifetime value by bringing them back into the app. This sequence—installs first to create scale, then value-based optimization, then re-engagement—gives you the data and reach needed to optimize for quality and long-term engagement. Starting with re-engagement or prioritizing in-app actions without an install base would limit your ability to identify valuable cohorts and scale effectively.