Define the user worth acquiring
Acquisition starts by describing the user who produces value: what they do in the product, how quickly, and how often. That definition becomes the optimization target for every campaign that follows.
Test in controlled conditions
Initial campaigns are structured as tests — a limited set of audiences, environments and creative concepts with enough budget to reach meaningful delivery. The objective is learning rate, not immediate efficiency.
Scale what holds up
Once cohorts prove out against post-install events and retention, budget moves toward the winning combinations in controlled increments, then into adjacent markets with localised creative.
Scaling too quickly usually breaks efficiency; scaling too slowly cedes the opportunity. The increment is a decision, not a default.