User acquisition is vital to accommodating the recent decline in organic installs the mobile ecosystem has seen. Given the ever-growing amount of total apps worldwide (3.8 million in Google Play and 2 million in the Apple App Store as of 2018), driving organic installs at scale is becoming extremely challenging. User acquisition fills in the gaps left by reduced organic activity – these days, with the intense competition that exists, as a marketer, you have to spend money to make money. You can do that by relying on data to ensure your investment is worthwhile.