Acquisition

Acquisition refers to the process of attracting and gaining new users or customers for your website, app, or platform through targeted marketing efforts.

For example, when a visitor signs up for your newsletter or makes their first purchase, your acquisition strategy has successfully converted them into a new user or customer.

Why Use Acquisition Strategies?

  • Acquisition campaigns expand your reach and attract fresh leads who fit your business’s goals.​
  • Effective acquisition is the foundation for boosting lifetime value and driving new revenue streams.​
  • You can test paid and organic tactics to discover which sources bring the highest quality users or customers.

Acquisition vs. Activation vs. Retention

TermWhat It IsPrimary ObjectiveExample Stage MetricRole in Growth
AcquisitionAttracting new users or customersExpand audience, drive sign-upsNew visitors, first purchasesFuels brand growth, fills top of funnel​
ActivationHelping new users complete key first actionsTrigger engagement, deliver valueAccount setup, first useEnsures people reach “aha” moment and get value​
RetentionEncouraging ongoing usage or repeat purchasesBuild loyalty, increase CLVRepeat logins, second purchaseSustains and grows revenue long-term​

FAQs

What’s the difference between user acquisition and customer acquisition?

User acquisition focuses on gaining sign-ups, app downloads, or registrations, while customer acquisition is when a user completes their first purchase. The distinction helps marketers optimize campaigns for either engagement or revenue generation.

How do you measure acquisition success?

Acquisition success is typically measured using customer acquisition cost (CAC), lifetime value (CLTV), conversion rates, and overall campaign ROI. Tracking these metrics ensures your campaigns bring in high-quality users and optimize spend.

How can data-driven insights improve user acquisition?

By analyzing user behavior, campaign performance, and audience segments, marketers can identify which channels, messages, and offers bring the highest-quality users. This allows campaigns to be optimized for better engagement, lower acquisition costs, and higher conversion rates.