Acquisition

The Acquisition stage in the AAARRR framework refers to the process of attracting potential users or customers to your product. It’s the first critical touchpoint where a prospect becomes aware of your offering and decides to take a step toward engaging—whether that’s visiting your website, signing up for a newsletter, downloading an app, or starting a free trial.

At its core, Acquisition is about answering the question: How do people find you? This could include paid advertising, SEO, content marketing, social media, partnerships, referrals, or any channel that drives traffic. However, it’s not just about driving volume—it’s about attracting the right audience, those who are most likely to convert and find value in your product.

To optimize this stage, product marketers should: - Clearly define Ideal Customer Profiles (ICPs) and personas. - Tailor messaging and content to resonate with those audiences. - Select and test acquisition channels based on where these personas spend time. - Analyze traffic sources, sign-up rates, and cost-per-acquisition (CPA) to gauge efficiency. - Understand the relationship between LTV (lifetime value) and CAC (customer acquisition cost) to ensure sustainability.

Strong acquisition strategies prioritize intent over volume, meaning you’re not just seeking eyes on the product—you’re seeking engaged users. Great acquisition leads to better downstream performance in the AAARRR funnel, particularly Activation and Retention.

Related KPIs

Metric	Description
Activation Rate by Source	Activation Rate by Source measures the percentage of users from each acquisition channel who reach activation. It helps assess the quality of acquisition sources and their ability to drive users to value.
Average Sales Cycle Length	Average Sales Cycle Length (ASCL) measures the average time it takes to convert a lead into a customer, starting from the first interaction to the final deal closure.
Bounce Rate	Bounce Rate is the percentage of visitors who land on a webpage and leave without taking any further action, such as clicking on a link, filling out a form, or visiting another page on the site.
Brand Awareness	Brand Awareness is the measure of how familiar your target audience is with your brand, products, and services. It gauges the extent to which consumers recognize, recall, and engage with your brand.
CAC Payback Period	The CAC Payback Period is the amount of time it takes for a company to recoup the customer acquisition cost (CAC) from the revenue generated by a customer. It measures how long a customer needs to stay with the company to cover the costs of acquiring them.
Channel Effectiveness	Channel Effectiveness refers to how well various marketing and sales channels perform in reaching target audiences, generating leads, and driving conversions. It assesses the efficiency and ROI of each channel used to promote products or services.
Click-Through Rate	The Click-Through Rate (CTR) measures the percentage of people who clicked on a link or call-to-action out of the total number of people who viewed the page, email, ad, or post. It's expressed as a percentage and is used to gauge the effectiveness of digital marketing campaigns.
Close Rate	The Close Rate measures the percentage of sales opportunities that result in closed deals. It evaluates the efficiency of the sales process from the opportunity stage to closure, highlighting how well sales teams capitalize on qualified opportunities.
Conversion Rate	Conversion Rate is the percentage of users or prospects who take a desired action out of the total number of users who interacted with a marketing or sales campaign. The "conversion" could refer to actions like completing a purchase, signing up for a newsletter, or filling out a form.
Cost per Acquisition	Cost per Acquisition (CPA) refers to the total cost incurred to acquire a single paying customer. It is a key performance metric that helps businesses measure the efficiency of their marketing and sales efforts by determining how much they are spending to turn a prospect into a customer.
Cost Per Click	Cost Per Click (CPC) is a digital marketing metric that refers to the amount advertisers pay for each click on their advertisements. It is used in online advertising models such as Pay Per Click (PPC), where the advertiser is charged based on the number of clicks their ad receives.
Cost Per Conversion	Cost Per Conversion (CPCo) measures the total cost incurred to achieve a specific conversion, such as a lead, or sign-up. It indicates how efficiently your marketing efforts are driving the desired outcomes.
Cost per Lead	Cost per Lead (CPL) is a digital marketing metric that measures the cost incurred to generate a single lead. A lead is someone who expresses interest in your product or service by filling out a form, subscribing to a newsletter, downloading a resource, or engaging in another qualifying activity.
CTR from ICP Audiences	CTR from ICP Audiences measures the percentage of impressions from ideal customer profile (ICP) segments that result in clicks. It helps evaluate campaign resonance and message effectiveness with your highest-value buyers.
Customer Acquisition Cost	Customer Acquisition Cost (CAC) refers to the total cost incurred by a company to acquire a new customer. It includes marketing, sales, and other related expenses used to attract and convert a lead into a paying customer.
Customer Segmentation	Customer Segmentation is the process of dividing a customer base into distinct groups based on shared characteristics. These segments allow businesses to tailor marketing efforts, products, and services to meet the specific needs of each group.
Deal Velocity	Deal Velocity measures the speed at which deals move through the sales pipeline, from the initial contact to closing. It reflects how efficiently your sales process converts prospects into paying customers.
Demo Request Rate	Demo Request Rate measures the percentage of site or landing page visitors who submit a request for a product demo. It helps gauge the effectiveness of messaging, targeting, and CTA clarity in generating sales interest.
Direct Traffic Growth	Direct Traffic Growth measures the percentage increase in website visits that originate from users entering the URL directly. It helps assess brand awareness, recall, and loyalty.
Engaged Unique Visitors	Engaged Unique Visitors measures the number of distinct visitors who meet a defined engagement threshold within a set period. It helps track the volume of high-quality traffic interacting meaningfully with your product, website, or content.
Engagement Rate from Buying Personas	Engagement Rate from Buying Personas measures the percentage of your total visitors or users who belong to your defined buyer personas and meet engagement criteria. It helps assess whether your GTM strategy is attracting and resonating with decision-makers.
First Contact Engagement Rate	First Contact Engagement Rate measures the percentage of new users who engage meaningfully after their very first interaction with your brand or product. It helps assess how well your initial touchpoints drive further action.
First Referral Conversion Time	First Referral Conversion Time measures the average time it takes for a referred user to convert after clicking a referral link. It helps track how quickly referred traffic becomes active or paying.
Inbound Lead Volume	Inbound Lead Volume measures the number of leads generated through inbound channels over a given time period. It helps quantify how effectively content, campaigns, and organic traffic attract prospects.
Incentive CTA Click Rate	Incentive CTA Click Rate measures the percentage of users who click on a call-to-action that includes an incentive (e.g., free trial, discount, gift, reward). It helps assess the effectiveness of incentive-based messaging.
Initial Sales Touch Engagement Rate	Initial Sales Touch Engagement Rate measures the percentage of prospects who respond or take a meaningful action after the first outreach from sales. It helps assess outreach relevance and messaging resonance.
Intent Signal Volume (3rd-party)	Intent Signal Volume (3rd-party) measures the number of buying intent signals collected from external sources (e.g., Bombora, G2, media partners) over a defined time period. It helps quantify market interest beyond owned channels.
Landing Page Conversion Rate	Landing Page Conversion Rate measures the percentage of visitors to a landing page who complete a desired action, such as signing up, purchasing a product, or downloading a resource. It’s a direct indicator of how effectively the landing page achieves its goal.
Lead Conversion Rate	Lead Conversion Rate measures the percentage of leads that take a desired action, such as making a purchase, signing up for a service, or moving to the next stage in the sales funnel. It’s a key indicator of how well your marketing and sales strategies turn prospects into customers.
Lead Quality Score	Lead Quality Score is a numerical value assigned to leads based on their likelihood to convert into paying customers. It helps prioritize leads by evaluating their fit with the product or service and their level of interest or intent.
Lead-to-Opportunity Conversion Rate	Lead-to-Opportunity Conversion Rate measures the percentage of leads that progress to the opportunity stage in your sales pipeline. This metric indicates how effectively marketing and sales teams qualify and nurture leads into potential revenue-generating opportunities.
Lead-to-SQL Conversion Rate	Lead-to-SQL Conversion Rate measures the percentage of leads that progress from being general leads to becoming Sales Qualified Leads (SQLs)—prospects deemed ready for a direct sales conversation based on predefined criteria.
LTV to CAC Ratio	LTV to CAC Ratio measures the relationship between the Lifetime Value (LTV) of a customer and the Customer Acquisition Cost (CAC). It helps evaluate how much revenue a customer generates over their lifetime compared to the cost of acquiring them.
Market Share	Market Share is the percentage of total sales or revenue in a specific market or industry that a company captures over a given period. It represents a company's relative size and influence compared to competitors.
Marketing Qualified Leads (MQLs)	Marketing Qualified Leads (MQLs) are leads that have shown enough interest or engagement with your brand to be considered potential customers. They meet specific criteria that indicate they are ready to be handed over to the sales team for further nurturing.
New Account Creation Rate	New Account Creation Rate measures the percentage change or volume of new user or company accounts created within a specific timeframe. It helps evaluate top-of-funnel performance and signup momentum.
New Users from Referrals	New Users from Referrals measures the number of users who joined the platform via referral from an existing user or partner. It helps quantify the impact of referral and network-based growth strategies.
New Visitors	New Visitors are users who visit your website or app for the first time within a specific timeframe. These visitors have no prior recorded interaction with your platform, indicating they are new to your audience.
Newsletter Subscription Growth	Newsletter Subscription Growth measures the increase in net newsletter subscribers over a given period. It helps track interest in long-form content and audience-building performance.
Number of Monthly Sign-ups	Number of Monthly Sign-Ups is the total count of new users, customers, or accounts that sign up for a product, service, or platform within a given month.
Opportunity Creation Velocity (from MQL)	Opportunity Creation Velocity (from MQL) measures the average time it takes for a marketing-qualified lead (MQL) to convert into a sales opportunity. It helps track lead progression speed and sales-readiness alignment.
Organic Acquisition Rate	Organic Acquisition Rate measures the percentage of new users or customers acquired through unpaid channels, such as SEO, content, social shares, or direct traffic. It helps quantify inbound performance and CAC efficiency.
Organic Search Traffic Growth	Organic Search Traffic Growth measures the change in website sessions originating from unpaid search engine results over time. It helps track SEO performance and discoverability.
Organic Sign-Up Rate	Organic Sign-Up Rate measures the percentage of users who sign up for your product after visiting via unpaid (organic) channels. It helps track top-of-funnel conversion effectiveness.
Page Views on High-Intent Pages	Page Views on High-Intent Pages tracks the number of sessions or unique visits to pages that indicate strong buyer intent (e.g., pricing, demo request, feature comparison). It helps measure pipeline readiness and product interest.
Percent of MQLs Meeting Qualification Criteria	Percent of MQLs Meeting Qualification Criteria measures the proportion of Marketing Qualified Leads that meet your company’s agreed-upon criteria for sales follow-up (e.g., ICP fit, budget, intent). It helps assess lead quality and marketing-to-sales alignment.
Pipeline Value	Pipeline Value refers to the total potential revenue from all active opportunities in your sales pipeline. It’s a forward-looking metric that estimates the value of deals that are being pursued but not yet closed.
Pipeline Velocity	Pipeline Velocity measures how quickly deals progress through the sales pipeline and generate revenue over a specific period. It provides insight into the efficiency of your sales process and the potential revenue flow.
Quota Attainment	Quota Attainment Rate measures the percentage of sales reps or teams that meet or exceed their assigned revenue or bookings quota within a given time period. It helps assess sales performance, forecasting accuracy, and compensation alignment.
Reach to ICP %	Reach to ICP % measures the percentage of your total marketing or campaign reach that falls within your Ideal Customer Profile (ICP). It helps assess targeting precision and audience quality.
Referral Conversion Rate	Referral Conversion Rate measures the percentage of referred leads or prospects who successfully convert into paying customers or complete a desired action (e.g., signing up, purchasing, or subscribing). It evaluates the effectiveness of referral marketing efforts in driving meaningful results.
Referral Incentive Conversion Rate	Referral Incentive Conversion Rate measures the percentage of referred users who convert (e.g., sign up, purchase, activate) after being exposed to a referral incentive. It helps track the effectiveness of rewards in driving action.
Referral Traffic from 3rd-Party Sources	Referral Traffic from 3rd-Party Sources measures the volume of web or app traffic that arrives via referral links from external domains—not including paid or organic search. It helps assess brand reach, ecosystem influence, and external referral traction.
Referral-Generated MQL Rate	Referral-Generated MQL Rate measures the percentage of referred leads or contacts that meet your MQL (Marketing Qualified Lead) criteria. It helps assess the quality and pipeline-readiness of referral-acquired prospects.
Return on Ad Spend	Return on Ad Spend (ROAS) measures the revenue generated for every dollar spent on advertising. It is a critical metric for assessing the profitability and efficiency of advertising campaigns.
Return Visitor Rate to Product Pages	Return Visitor Rate to Product Pages measures the percentage of visitors who return to your product-related pages after an initial visit within a defined timeframe. It helps track sustained interest and buying intent across the marketing and sales funnel.
Sales Asset Utilization	Sales Asset Utilization measures how often and effectively sales teams use the resources and assets (e.g., presentations, case studies, brochures, or tools) provided by marketing or enablement teams to engage prospects and close deals.
Sales Confidence	Sales Confidence refers to the level of self-assurance, knowledge, and readiness within a sales team to engage prospects, navigate objections, and close deals. It encompasses their belief in the product, messaging, tools, and their own abilities.
Sales Cycle Length	Sales Cycle Length measures the average time it takes for a lead to move through the sales pipeline, from initial contact to closing the deal. It is typically expressed in days, weeks, or months.
Sales Pipeline Growth	Sales Pipeline Growth measures the increase in the total value, volume, or number of opportunities in the sales pipeline over a specific period. It reflects the effectiveness of your marketing and sales efforts in generating and advancing leads.
Sales Qualified Leads	Sales Qualified Leads (SQLs) are leads that meet specific criteria, indicating they are ready to be engaged by the sales team. These leads have typically been vetted and nurtured by marketing and exhibit behaviors or characteristics that align with the company’s ideal customer profile (ICP) and buying intent.
Sales Velocity	Sales Velocity measures how quickly revenue is generated through the sales pipeline over a specific period. It evaluates the speed and efficiency with which deals progress and close, providing insights into overall sales performance.
SEO Traffic Growth Rate	SEO Traffic Growth Rate measures the rate of change in organic search traffic to your website over a defined time period. It helps track the effectiveness of your SEO strategy and content discoverability.
Signup Abandonment Rate	Signup Abandonment Rate measures the percentage of users who begin but do not complete the signup or account creation process. It helps identify friction points in your conversion funnel and reduce lost opportunities at the top of the funnel.
Signup Completion Rate	Signup Completion Rate measures the percentage of users who finish the full signup or account creation process after initiating it. It helps assess the efficiency and effectiveness of your conversion funnel entry point.
Signup Conversion from Landing Pages	Signup Conversion from Landing Pages measures the percentage of visitors who arrive on a landing page and complete the signup process. It helps assess the effectiveness of landing pages in converting traffic into users or leads.
Signup Funnel Completion Rate	Signup Funnel Completion Rate measures the percentage of users who successfully complete all steps in a multi-step signup process. It helps identify friction points and optimize conversion flow across each stage.
Signup Source Quality Rate	Signup Source Quality Rate measures the percentage of signups from a specific traffic source that meet defined quality criteria (e.g., ICP fit, activation, conversion). It helps evaluate the effectiveness and downstream potential of various acquisition channels.
SQL-to-Opportunity Conversion Rate	SQL-to-Opportunity Conversion Rate measures the percentage of Sales Qualified Leads (SQLs) that progress to become sales opportunities. It reflects how effectively your sales team converts qualified leads into actionable opportunities.
Time to Close	Time to Close measures the average amount of time it takes for a deal, ticket, or request to move from initiation to resolution or closure. This metric is crucial for tracking sales efficiency, customer support performance, or operational workflows.
Time to First Contact	Time to First Contact measures the time elapsed between a user or lead’s initial conversion event (e.g., signup, form submission, demo request) and your team’s first outreach or response. It helps assess responsiveness and lead handling speed.
Time to First Meeting	Time to First Meeting measures the average time between when a lead or user signs up (or enters your funnel) and when they attend their first scheduled meeting—such as a sales call, onboarding session, or demo. It helps track pipeline speed and engagement momentum.
Time to Self-Serve Sign-Up	Time to Self-Serve Sign-Up measures the average amount of time it takes for a prospect to sign up for a product or trial after their first meaningful touchpoint (e.g., site visit, ad click, content download). It helps track lead urgency and top-of-funnel conversion velocity.
Top Funnel Conversion Rate by Channel	Top Funnel Conversion Rate by Channel measures the percentage of visitors or leads from each marketing or acquisition channel that complete a desired top-of-funnel action (e.g., sign-up, demo request, content download). It helps assess channel effectiveness at converting attention into engagement.
Traffic Growth from Sales-Aligned Channels	Traffic Growth from Sales-Aligned Channels measures the increase in website or product traffic from channels that are strategically aligned with sales efforts—such as outbound campaigns, ABM programs, partner co-marketing, or SDR-driven events. It helps track top-of-funnel momentum that supports revenue teams.
Traffic Source Distribution	Traffic Source Distribution measures the percentage or proportion of website or app visitors coming from different sources, such as organic search, paid ads, social media, direct traffic, referrals, or email campaigns. It provides insight into how effectively various channels drive traffic to your digital platform.
Trial Sign-Up Rate	Trial Sign-Up Rate measures the percentage of visitors or leads who initiate a free trial during a specific time period. It helps assess the effectiveness of your website, CTAs, messaging, and funnel UX in converting traffic into product exploration.
Trial Sign-Up Velocity	Trial Sign-Up Velocity measures the rate at which new users are initiating free trials over a specific period. It helps track momentum and trendlines in trial acquisition.
Unique Visitors	Unique Visitors refers to the total number of distinct individuals who visit your website or app within a specified timeframe. Each visitor is counted only once, regardless of how many times they return during the same period.
Viral Cycle Time	Viral Cycle Time measures the average amount of time it takes for a single user to generate a new referred user through a product’s viral loop. It captures the speed at which referrals and sharing actions result in new users entering the system.
Virality Coefficient	Virality Coefficient measures how effectively existing users of a product or service generate new users through referrals, sharing, or word-of-mouth. It quantifies the ripple effect of one user bringing in additional users, often represented as a numerical value.
Visitor-to-Sign-Up Conversion Rate	Visitor-to-Signup Conversion Rate measures the percentage of website visitors who convert into sign-ups for a free trial, product, or account. It helps assess your website’s ability to turn attention into action.
Webinar Registrations / Attendance	Webinar Registrations / Attendance measures the percentage of webinar registrants who actually attend the event live. It helps assess the effectiveness of webinar promotion, topic relevance, and engagement follow-through.
Website Traffic	Website Traffic measures the total number of users or visits to a website over a specific time period. It provides insight into how many individuals interact with your website and serves as a starting point for analyzing online performance.
Win Rate	Win Rate measures the percentage of opportunities or deals that result in successful conversions or closed-won outcomes. It reflects the effectiveness of sales efforts and the ability to convert leads into paying customers.