A marketing plan template for consumer mobile app.
Freemium and subscription mobile apps measured by a mobile measurement partner. Install, registration, onboarding, trial, subscription, retention cohorts, re-engagement and lapsed subscribers.
What you start with.
A starter strategy
App growth, with goals you can edit.
- Grow trial starts
- Convert more trials to paid
- Keep subscribers longer
- Win back lapsed subscribers
17 audiences
Labels for who you market to.
- Lookalike of paying subscribers
- Broad, app store markets
- Interest in the app's category
- App store search terms
- Installed, no account yet
- Registered, onboarding not finished
9 conversion events
The events your results are measured by.
- App install
- Registration
- Onboarding complete
- Trial started
- Trial converted to paid
- Subscription started
10 objectives
- App awareness
- Install growth
- Registration growth
- Onboarding and activation
- Trial starts
- Trial to paid
- Subscriber retention
- Re-engagement
2 starter plans
- Always-on app growth: User acquisition, onboarding, trial conversion, subscriber retention, re-engagement and winback running all year.
- Feature or version launch: A new feature, season or major release: tell lapsed and inactive users, win new installs, and bring people into it.
Everything here can be renamed, replaced or removed, and applying a template never overwrites what you have already set.
Start from this template.
Pick it in setup, review the starter strategy, and edit from there.