User Acquisition
User acquisition refers to the process of acquiring new users to a mobile app through various marketing activities.
App businesses will typically generate new installs through a combination of paid advertising, organic traffic, and app store optimization (ASO). Ultimately, the goal of user acquisition is to acquire users at a cost that is less than a typical users lifetime value (LTV) or the average revenue per user (ARPU).
For example, if paid advertising is the primary method of user acquisition, this means mobile marketers are looking to generate a positive return on ad spend (ROAS) for their app installs.