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User Acquisition Definition
User acquisition refers to the strategies and campaigns used to attract new users to a brand, app, or platform. It combines paid ads, organic marketing, partnerships, and referral programs to grow the customer base.
How User Acquisition Works
- Marketers run campaigns through search, social, or programmatic ads.
- Organic methods like SEO or content marketing drive additional traffic.
- Incentives such as promotions or referral programs encourage sign-ups.
- Data is analyzed to optimize acquisition costs and scale effectively.
Example of User Acquisition
A mobile game runs Facebook Ads offering a welcome bonus to acquire new players.
Why User Acquisition Matters in Advertising
- Fuels business growth by expanding the customer base
- Supports revenue and app installs
- Allows scalability through optimized, cost-efficient campaigns
- Critical for startups and apps in competitive markets
