A gaming company just released a new app and wants to focus on the initial launch phase. What matters most to a business when an app first launches?

Analysis of Correct Answer(s)

• New users and installs: This is the correct answer because the primary goal during an app's initial launch phase is to build a foundational user base. A high volume of installs helps an app gain visibility and momentum in competitive app stores. This initial acquisition is the first step; without users, it's impossible to measure other important metrics. For a new app, establishing a market presence through user acquisition is the most critical objective.

Analysis of Incorrect Options

• In-app actions: While crucial for long-term value and monetization, this is a secondary goal. A business must first acquire a critical mass of users before it can focus on optimizing for their actions within the app. This is typically the focus of a campaign after the initial launch.
• Website traffic: This metric is not directly relevant to an app launch campaign. The objective is to drive downloads and engagement within the app itself, not to a separate website.
• User reviews: Positive reviews are a valuable outcome of a good user experience, not the primary marketing objective. The initial focus is on acquiring the users who will eventually leave those reviews. It's a result of a successful launch, not the direct target of the ad campaign.