You don't just throw money at things. You take a calculated risk. So before this spending on paid installs happens you need to have metrics on the Customer Lif

You don't just throw money at things. You take a calculated risk. So before this spending on paid installs happens you need to have metrics on the Customer Life Time Value (CLTV). Now since you are buying users this calculation could be off. If: Customer Life Time Value > Cost Per User Aquisition Then: Spend money to acquire customers So if you rank high and word of mouths spreads then you hopefully have organic growth where user acquisition costs equate to $0.