user acquisition

User acquisition (abbreviated as UA) is the process of obtaining new users for an app, software, service, or platform. User acquisition for apps and software typically involves achieving the greatest number of installs at the lowest possible cost. User acquisition managers design a user acquisition marketing strategy to guide advertising campaigns, typically involving platforms like Facebook (Meta) and Google. Campaigns can be optimized to return long-term user value and high ROAS, ideally using predictive analytics.