Installs are easy. Users who come back are the job.
User acquisition and re-engagement for consumer apps in Ghana and across Africa, run by a team that started in app advertising and still measures itself on retention and payback.
What this looks like across Africa
Consumer apps across Africa, in Ghana, Nigeria, Kenya and beyond, from delivery and ride-hailing to social, learning, health and utility apps, face the same market: hundreds of millions of Android phones, many of them older and low on storage, on expensive mobile data, used by people who will uninstall anything that does not earn its place within a day or two. Growth here is not a matter of buying installs. It is a matter of buying the right installs and then making the first week count.
That is what app growth means in practice. A store listing that converts the people the ads bring. Campaigns optimised for an in-app event rather than the install. Tracking that tells you which campaign produced users who are still here on day thirty. And re-engagement for the ones who installed, used it twice and went quiet, because they are far cheaper to win back than a stranger is to win.
Sound familiar?
The problems we usually find when we start working with consumer apps.
Cheap installs, empty app
Cost per install looks great. Day-seven retention is in single digits. The campaign was optimised for the wrong thing.
You cannot tell which users are good
Installs come from four campaigns and the organic store page, and the analytics cannot say which source produced the users who actually transact.
The store page loses half of them
The ad does its job, the person lands on Google Play, and the screenshots and description talk them out of it.
Growth that stops when the budget stops
Every month starts from zero because nothing brings last month's users back. Retention and referral were never built.
Investors want a number you do not have
The deck needs cost per acquisition, retention cohorts and payback. The data exists somewhere, but not in a form anyone trusts.
What we would do for you
The mix of work that usually fits. We scope it to your goals after a short call and send a proposal.
Acquisition optimised for the right event
Meta, Google App Campaigns and Apple Search Ads, optimised for sign-up, first order or first session of real use rather than the install, with creative tested weekly.
How this service worksRe-engagement for lapsed users
Retargeting, push and WhatsApp campaigns aimed at the people who installed and stopped, with a reason to come back that fits where they dropped off.
How this service worksStore listing and onboarding fixes
The Play Store and App Store pages, and the first three screens of the app, reviewed on the phones your users have, with the fixes ranked by impact.
How this service worksApp growth audit
A one-off review of your store listing, tracking, funnel and ad accounts, with an action plan. The usual first step.
How this service worksWhy Osidion for consumer apps
- App advertising is where Osidion began. We have run install and in-app event campaigns across more than 25 African markets.
- We specify the tracking plan, your developers install the SDK, and we check the events before we spend. Then we report retention cohorts, lifetime value and payback, not just installs.
- We know the low-end Android market: creative, app size and onboarding are judged on a cheap phone over mobile data, because that is where your users are.
How it starts
- 1
A 30-minute call
You tell us the goal and the numbers you have. We ask the questions that decide the plan.
- 2
A written proposal
Scope, timeline and price, with the media budget shown as its own line. No fixed packages.
- 3
Tracking first, then launch
We make sure the result you care about is counted before anything goes live.
Common questions
Ready to grow an app that people keep?
Book a 30-minute discovery call. Share your current install and retention numbers and we will tell you what we would change first.