Some marketers and developers believe that incentivized traffic does not bring real users. However, today there are real examples, cases of the fact that some of the solid and motivated users still remain in the application and, moreover, form the core of the audience. This motive is called the purchase of motivated traffic, which is one of the most effective and at the same time controversial mobile marketing tools to get to the top, as well as attract organic traffic. But even such a useful tool has its own negative side - you can not collect organics due to poor ASO or virality if you think over the campaign poorly. And from the positive aspects, it is worth highlighting its simplicity, speed of hitting, reaching the top and relatively low cost. Let's dig a little deeper. If you take data from various studies that study user returns to applications, then on average these figures are about 18% only on the seventh day. In other words, only every fifth user reopens the application a week after the installation itself, while all the rest stop using it in the same time period. This applies to unmotivated, organic traffic. It would seem that incentivized traffic should show worse results: you paid users to install, and their whole task is to simply install the application, visit it once, register the fact of installation for the App Store and extract their money. However, do not rush to jump to conclusions. It cannot be assumed that motivated users simply do not stay in the application. It is worth understanding and remembering - it all depends on the application for which you are going to attract users. Motivated traffic can stay in your application and be monetized. The price of attracting a user in such an advertising campaign will be significantly reduced not only due to organics, but also due to the payback of the motive itself. As a result, motivated traffic will bring additional undeniable value for various applications, especially those that are in demand by the widest audience. Finally, it is worth mentioning that the Retention Rate of applications for which incentivized traffic is attracted is affected by the method of monetization. The application itself with monetization through advertising has more chances to stay in the smartphone of any student than an expensive paid product. It follows from this that if the application is monetized through advertising and fits the target audience you described, then you can safely attract just motivated traffic to develop and form a user audience.