Acquisition
The “getting users/customers” stage. In AAARRR, it’s the step where people first start using or signing up.
Definition
The “getting users/customers” stage. In AAARRR, it’s the step where people first start using or signing up.
More context
Acquisition is the set of actions and channels that reliably bring in the right people (your ICP) at a sustainable cost. In Strategic Growth Hacking, acquisition is treated as one stage in a larger system—not the only lever.
Why it matters
If acquisition is the bottleneck, improving conversion rates upstream can have immediate impact. If it is not the bottleneck, more traffic can create noise rather than growth.
How to use it
Choose one acquisition KPI (e.g. qualified leads/week), define quality criteria in KPI Definitions, and run experiments that are measurable within the cycle.
Common pitfalls
Optimizing for volume without quality definitions, or scaling spend before you have stable activation/retention.
Related terms
- ICP (Ideal Customer Profile) — A clear description of the customer type you’re best positioned to serve. ICP is iterated continuously as you learn.
- KPI Definitions — A shared set of definitions for metrics like “lead” so different teams (e.g. marketing and sales) mean the same thing when they talk about numbers.
- CAC (Customer Acquisition Cost) — The total cost to acquire a customer. For more accurate CAC, include costs like salaries, tools, outsourcing, and other acquisition-related overhead.
- Bottleneck — The biggest constraint limiting growth right now. The growth team finds the bottleneck, solves it using the process, and then moves on to the next one.