User acquisition (UA), is an essential marketing strategy that focuses on attracting users to download and interact with a publisher’s app. Successful UA is achieved when developers acquire users that generate more revenue than it cost to acquire them.
How user acquisition works
Acquiring new users can be done through advertising channels, primarily ad networks. An app developer will use an ad network to launch a UA advertising campaign, and that campaign will serve in the advertising space provided by other app developers who use that network for ad monetization.