User Acquisition
User Acquisition is the process of attracting new users to a product: a website, app, or service.
Simply put:
How a business finds and brings in new customers
Main Goals
- Increase the number of users;
- Attract the target audience;
- Drive product growth and revenue.
Main Acquisition Channels
Paid
- Targeted advertising
- Search advertising
- Banner networks
- Programmatic
Organic
- SEO (search engine optimization)
- Content marketing
- Social media
- PR
Owned
- Email newsletters
- Push notifications
- Referral programs
Stages of Acquisition
- Grab attention (ads, content)
- Click through to website or app
- First interaction (registration, viewing)
Then the user enters the funnel (TOFU → MOFU → BOFU)
User Acquisition Metrics
- CAC (Customer Acquisition Cost)
- CPI / CPA / CPL
- Conversion rate (CR)
- Number of new users
- ROI / ROMI
- LTV (Customer Lifetime Value)
Why It Matters
User acquisition:
- Drives business growth;
- Impacts revenue;
- Determines marketing effectiveness;
- Builds the customer base.
Example
A company launches an ad →
users click through to the website →
some of them register →
That’s the user acquisition process.
Key Takeaway
User Acquisition is a key growth process aimed at attracting a new audience through various marketing channels.
Its effectiveness depends on traffic quality and acquisition cost.
