# User acquisition (UA)

Activities intended to bring new users to a product.

Activities intended to bring new users to a product.

## An example

A team runs ads and referral campaigns to introduce its app to relevant people.

## Why it matters

Judge acquisition by activation, retention and economics rather than install count alone.


## Related terms
- [Active user](https://jolts.xyz/resources/glossary/active-user)
- [Cohort](https://jolts.xyz/resources/glossary/cohort)
- [Lifetime value (LTV)](https://jolts.xyz/resources/glossary/lifetime-value)
- [Retention rate](https://jolts.xyz/resources/glossary/retention-rate)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).