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The ultimate user-acquisition report template

Having your own ultimate acquisition report template, one that has all the relevant formulas, with most cells filed in automatically. A template that projects crucial data instantly and clearly. Creating one is a complicated task, and we did it, so you don’t have to. It took us days to complete this one. The outcome will surprise you with its simplicity and efficiency.


This template is focused on distribution and acquisition (paid for users). It is designed to project the results of campaigns – on a daily and monthly basis (growth, costs, ROI benchmarks and ASO performance).

With only a few cells to fill-in manually (as you will see only cells colored yellow are where you manually insert data) you will be able to easily optimize your user acquisition campaigns, set your monetization benchmarks in order to establish positive ROI, and communicate results internally, reporting on specific marketing KPIs (such as growth rates, quality of users being acquired, cost of users, ranks and so forth).

This report template is designed to provide deep analysis. As such, it includes many functions and different perspectives. You can delete anything that you find redundant for your specific needs, but MAKE SURE not to eliminate rows that are connected to other formulated rows.

The template consists of two tabs (worksheets) – daily (to project on parameters you wish to analyze on the fly such as install rates and media costs) and monthly (to project on user engagement and general campaign summary).

What you can learn from this report:

  • Total and new number of downloads
  • Total and new number of installs by day and month (organic and paid), and the installs to downloads rate
  • Paid and organic number of installs including organic ratio
  • Acquisition budget management (planned and actual, daily and total)
  • Cost per install (for paid installs only, taking into consideration organic uplift as well)
  • Split per OS/platform for the above
  • Campaign analysis per OS/platform (conversion rates and prices of impressions, clicks, downloads, installs, loyal users and specific actions)
  • Impact on store ranking (ASO)
  • Comparison of quality users (organic to paid users)

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Tsipi Joseph
Tsipi is one of Co-Founders, a mobile expert and a mentor. Over 10 years of experience in the mobile and marketing industry: Director of Marketing at Telmap, Comverse and marketing professional development director at the American Association of National Advertisers.
Tsipi Joseph

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