What is User Acquisition?

User acquisition (often shortened to UA) is the act of gaining new users, whether it be on an app, platform, or another service. It’s a marketing term for a strategy designed around capturing an audience and convincing them to use your offering, usually achieved by advertising campaigns among many other tactics.

Why is User Acquisition Important?

Without a user acquisition strategy, it can be tough for businesses to find and convert new users. It’s a data-heavy science that looks for trends and patterns that work, and without one you just guess at what’s effective. With competition increasing, finding the means to boost app discovery while convincing the users who find you to both install your app and make purchases can become an exercise in optimization as well as an essential component of success.

Reference: “Adjust,” Retrieved – 23 April 2018