Acquisition
01 Definition
Acquisition meaning: The stage where a business attracts and gains new users or customers.
Acquisition is the first stage in growth frameworks, covering how people first find and sign up for a product or service. It includes channels like search, ads, social, and referrals. Acquisition counts new arrivals, but arrival alone does not mean those users will stay or pay.
Also called
Why it matters
How Acquisition fits the work
Acquisition feeds every later stage, so understanding which channels bring quality users helps a team invest where growth is most efficient.
In context
Organic search drove 5,000 signups last month at a much lower cost per user than paid ads, so the team shifted budget toward content.
Practical note
Judge acquisition by user quality, not just volume. Cheap channels that bring people who never activate can cost more than they appear to on the surface.