Glossary
What is User Acquisition (UA) ?
User acquisition is the process of attracting new users to a mobile app through paid advertising, organic marketing, and app store optimization.
Overview
User Acquisition (UA): Definition & Meaning | Segwise Glossary
A concise mobile marketing definition for teams working across creative analytics, paid acquisition, and performance reporting.
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Bring creative, spend, and outcome metrics into one source of truth.
AI tagging
Structure creative elements so patterns can be compared across campaigns.
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Overview
User acquisition is the process of attracting new users to a mobile app through paid advertising, organic marketing, and app store optimization.
User Acquisition (UA) : Full Definition User acquisition (UA) encompasses all strategies and tactics used to bring new users into a mobile app.
It spans paid channels (Meta, Google, TikTok, in-app networks), earned channels (press coverage, word-of-mouth, influencer), and owned channels (ASO, content marketing, social media).
In mobile gaming and consumer apps, 'UA' most commonly refers specifically to paid user acquisition, the management of performance marketing campaigns across ad networks to acquire users at target CPI or ROAS levels.
Segwise Platform
Creative intelligence for every team
Unify creative data across platforms
Bring creative, spend, attribution, cohort, and revenue data from your ad networks, MMPs, and internal sources into one view.
Tag every creative element automatically
Multimodal AI tags hooks, CTAs, products, emotions, dialogs, characters, formats, and visual styles without manual taxonomy work.
Connect tags to ROAS and LTV
Move past vanity metrics by seeing which elements are associated with revenue, retention, CPA, and downstream quality.