{"id":39610,"date":"2021-12-03T06:01:13","date_gmt":"2021-12-03T06:01:13","guid":{"rendered":"https:\/\/act.com\/?page_id=39610"},"modified":"2026-06-29T05:32:39","modified_gmt":"2026-06-29T12:32:39","slug":"customer-acquisition","status":"publish","type":"page","link":"https:\/\/www.act.com\/en-gb\/customer-acquisition\/","title":{"rendered":"Customer acquisition"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row css=&#8221;.vc_custom_1728082509674{margin-bottom: 100px !important;}&#8221;][vc_column]<div class=\"actcrm-page-banner-container standard \" style=\"background-image: url(https:\/\/www.act.com\/wp-content\/themes\/act-crm\/assets\/images\/actcrm-hero-banner.jpg);\">\n\t<div class=\"container\">\n\t\t\n\t\t\n\t\t<div class=\"page-banner-row\">\n\n\t\t\t\t\t\t<div class=\"page-banner-text\">\n\t\t\t\t<h1>What is customer acquisition?<\/h1>\n\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>[\/vc_column][\/vc_row][vc_row][vc_column]\n<div class=\"actcrm-whatis-layout-container\">\n    <div class=\"container\">\n        <div class=\"inner\">\n            <aside class=\"whatis-sidebar-track\">\n                <section class=\"whatis-sidebar-tableofcontents\">\n\n                    <!-- Table of Contents -->\n                    <section class=\"whatis-tableofcontents-container\">\n                        \n\t\t\t\t\t\t<div class=\"filter-bar\">\n\t\t\t\t\t\t\t<div class=\"icon\"> Table of Contents <i class=\"chevron-down-icon\"><\/i><\/div>\n\t\t\t\t\t\t<\/div>\n                        <div class=\"expandable-menu\">\n                            <ul>\n                                                                        <li>\n                                            <a href=\"#Step_01\">\n                                                1. Why is customer acquisition important to your business?                                            <\/a>\n                                        <\/li>\n                                                                            <li>\n                                            <a href=\"#Step_02\">\n                                                2. How to measure customer acquisition                                            <\/a>\n                                        <\/li>\n                                                                            <li>\n                                            <a href=\"#Step_03\">\n                                                3. How to improve customer acquisition                                            <\/a>\n                                        <\/li>\n                                                                            <li>\n                                            <a href=\"#Step_04\">\n                                                4. Customer acquisition and retention                                            <\/a>\n                                        <\/li>\n                                                                <\/ul>\n\n                            <!-- More Questions? -->\n                             <!-- TRIAL CTA -->\n<section class=\"whatis-sidebar-footer-cta\">\n<p><strong>More Questions?<\/strong><\/p>\n<p><a href=\"\/en-gb\/learning-center\" \n#\ntarget=\"_blank\">Visit our Learning Center<\/a><\/p>\n<\/section>\n                        <\/div>\n                    <\/section>\n\n                    <!-- Square Free Trial CTA -->\n                    <section class=\"whatis-tableofcontents-trial-cta\">\n                        <h4>Start Creating More Meaningful Relationships With Act!<\/h4>\n                        <p>Start your 14 day free trial today. No download or credit card required.<\/p>\n                        \n                        <p><a class=\"orange-button\" href=\"\/en-gb\/trial\/act\" \n                        #\n                        target=\"_blank\">Start Free Trial<\/a><\/p>\n                    <\/section>\n                <\/section>\n            <\/aside>\n            <article class=\"whatis-content-container\">\n                <section class=\"whatis-content-wrapper\">\n                    [vc_column_text css=&#8221;&#8221; el_id=&#8221;#what-crm&#8221;]<\/p>\n<p>Customer acquisition is the process of bringing new customers or clients to your business. It encompasses the entire<a href=\"\/en-gb\/customer-journey-map-example\/\" target=\"_blank\" rel=\"noopener\"> buyer\u2019s journey<\/a> from when they become a lead to when they convert to a paying customer.<\/p>\n<p>A smart<a href=\"\/en-gb\/customer-acquisition-strategy\/\" target=\"_blank\" rel=\"noopener\"> customer acquisition strategy<\/a> includes:<\/p>\n<ul>\n<li>How to attract leads<\/li>\n<li>A plan for nurturing those leads until they become buyers<\/li>\n<li>A process for converting them into customers<\/li>\n<li>A strategy for retaining those customers<\/li>\n<\/ul>\n<p>Depending on the products or services you offer, the customer acquisition process can be short or long from beginning to end. No matter how long the process takes, though, the steps for attracting, nurturing, and retaining customers are still the same.<\/p>\n<p>This customer acquisition definition just touches on the process of finding and nurturing potential clients and customers. However, there\u2019s a bit more to the process if you want to grow and optimise your business.<\/p>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221; el_id=&#8221;Step_01&#8243;]<\/p>\n<h2>Why is customer acquisition important to your business?<\/h2>\n<p>The customer acquisition process is always relevant and serves as the backbone of any business. It increases brand awareness, sales, and referrals and helps you retain the customer base you have. For many businesses, though, acquiring new leads feels more like a game of chance. Without the right customer or client acquisition strategies, sales can be unpredictable.<\/p>\n<p>The most successful companies develop strategies to attract and convert customers on autopilot, often using marketing automation. When done right, you can nurture your customers and create loyal customers or fans for life \u2014 the kind who will recommend your products and services to their friends and family.<\/p>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221; el_id=&#8221;Step_02&#8243;]<\/p>\n<h2>How to measure customer acquisition<\/h2>\n<p>It\u2019s important to measure and track your customer acquisition efforts to determine your lead generation effectiveness and costs. The best metrics to use will vary depending on the size of your company and industry.<\/p>\n<p>Traditionally, companies engaged in shotgun-style advertising \u2014 or the \u201cspray and pray\u201d approach \u2014 to increase brand awareness in a large group of people instead of targeting specific demographics and attracting ideal customers. Essentially, they \u201csprayed\u201d their messaging like shotgun pellets and then prayed that it would work. This marketing strategy works better for very large companies.<\/p>\n<p>Many businesses take a more targeted approach in their marketing efforts, and below are the metrics they\u2019ll most commonly use to assess the effectiveness of their marketing campaigns.<\/p>\n<h3>Conversion rate<\/h3>\n<p>This metric measures the percentage of people who complete a process after starting it, often conducting a trial, filling out a form, or making a purchase. To leverage this measurement, you need a clearly defined \u201cstart\u201d and \u201cfinish.\u201d A change in these defined parameters will yield different results.<\/p>\n<h3>Customer acquisition cost<\/h3>\n<p>Many companies use highly targeted campaigns and track a lead\u2019s progress through the customer journey, creating a great opportunity to use the<a href=\"\/en-gb\/customer-acquisition-cost\/\" target=\"_blank\" rel=\"noopener\"> customer acquisition cost<\/a> (CAC) metric to analyze data. This metric can be used to calculate the cost per customer over a specific timeframe as well as for evaluating the cost of each specific customer acquisition method, like content marketing, SEO marketing, social media marketing, and email marketing. It sheds light on the success \u2014 and the return on investment \u2014 of your acquisition efforts.<\/p>\n<p>One common method of calculating the customer acquisition cost involves dividing marketing costs by the number of customers acquired.<\/p>\n<h3>Rate of new customer acquisition<\/h3>\n<p>This measurement allows you to compare customer acquisition rates for various periods so you can determine if your results are improving over time. Divide the number of customers acquired during a specific period by the length of that period.<\/p>\n<h3>Rate of visits to specific product pages<\/h3>\n<p>This metric is a way to measure interactions with potential customers early in the purchasing process, It allows you to determine the effectiveness of customer acquisition channels and resources like landing pages, or blog posts and identify potential areas of improvement.<\/p>\n<p>[\/vc_column_text][vc_single_image image=&#8221;26819&#8243; img_size=&#8221;full&#8221; onclick=&#8221;custom_link&#8221; img_link_target=&#8221;_blank&#8221; css=&#8221;&#8221; link=&#8221;\/en-gb\/guides\/beginners-guide-to-customer-acquisition\/&#8221;][vc_column_text css=&#8221;&#8221; el_id=&#8221;Step_03&#8243;]<\/p>\n<h2>How to improve customer acquisition<\/h2>\n<p>Once you decide on a customer acquisition strategy, it\u2019s important to remember that it\u2019s dynamic and should constantly evolve as you refine your strategies. Luckily, you can do a few things to improve your customer acquisition process as your tactics evolve.<\/p>\n<ul>\n<li><strong>Build customer engagement. <\/strong>Since most first-time website visitors won\u2019t buy your product immediately, you need to find ways to engage with them and build trust.<a href=\"\/en-gb\/how-to-use-social-media-for-your-small-business\/\" target=\"_blank\" rel=\"noopener\"> Social media<\/a> is a great way to connect and engage with your target audience and potential customers through paid advertising (like Facebook ads and LinkedIn ads, etc.) and organic social posts on the social channels your audience is likely to view.<\/li>\n<li><strong>Minimise spending.<\/strong> Usually, you can find creative ways to reduce spending without affecting marketing results, such as automating parts of the process and repurposing content, like videos and blogs.<\/li>\n<li><strong>Educate your prospects.<\/strong> The best way to win more customers and improve customer loyalty is to address their pain points and educate them. You can do this by sharing free, helpful information that solves their problems. This will also improve your website\u2019s search engine optimization (SEO) and increase organic search traffic to your website.<\/li>\n<li><strong>Develop partnerships:<\/strong> You can reap the rewards of collaborating with a complementary brand to promote your business and theirs. Co-marketing can include sharing white papers, infographics, webinars, podcasts, and more. It\u2019s a win-win for both parties.<\/li>\n<\/ul>\n<p>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1745311702813{margin-bottom: 0px !important;}&#8221; el_id=&#8221;Step_04&#8243;]<\/p>\n<h2>Customer acquisition and retention<\/h2>\n<p>Studies show that it costs <a href=\"https:\/\/www.superoffice.com\/blog\/customer-retention-tips-with-crm-software\/\" target=\"_blank\" rel=\"noopener\">6 or 7 times more<\/a> to acquire new customers than it does to retain them. So it stands to reason that it\u2019s critical to the overall success of your company\u2019s growth efforts that you develop an effective retention program as well. Without this, your business\u2019s survival might be threatened. Plus, you\u2019d miss out on the potential for increased profits that result from increasing customer retention by as little as 5%.<\/p>\n<p>Customer acquisition efforts are important to the long-term success of your business. Remember to routinely measure your results and track related costs to ensure continuous improvement. Update your strategy on a regular basis and be sure to include a <a href=\"\/en-gb\/customer-retention-strategies\/\" target=\"_blank\" rel=\"noopener\">retention strategy<\/a> to maximize your company\u2019s growth.[\/vc_column_text]<div class=\"actcrm-trial-footer-cta wpb_content_element \">\n\t<div class=\"container\">\n\t\t<div class=\"inner-cta\">\n\t\t\t<div class=\"row\">\n\t\t\t\t\n\t\t\t\t<div class=\"column\">\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"content\">\n\t\t\t\t\t<h2>Start Creating More Meaningful Relationships With Act!<\/h2>\t\t\t\t\t\t<div class=\"footer-cta-content\">\n\t\t\t\t\t\t\tStart your 14 day free trial today. No download or credit card required.\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"footer-cta-buttons\">\n\t\t\t\t\t<button >\n\t\t\t\t\t\t\t\t\t<a href=\"\/en-gb\/trial\/act\/\" target=\"_blank\" class=\"orange-button\">Start free trial<\/a><\/button>\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\t\t<\/div>\n\n\t\t\t<\/div>\n\t\t\t<div class=\"splash1\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.act.com\/wp-content\/themes\/act-crm\/assets\/images\/splash1.png\" alt=\"Act! CRM Trial Image\">\n\t\t\t<\/div>\n\t\t\t<div class=\"splash2\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.act.com\/wp-content\/themes\/act-crm\/assets\/images\/splash2.png\" alt=\"Act! CRM Trial Image\">\n\t\t\t<\/div>\n\n\t\t\t\n\t\t\t<div class=\"screen1\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.act.com\/wp-content\/themes\/act-crm\/assets\/images\/cta-image1.png\" alt=\"Act! CRM Trial Image\">\n\t\t\t<\/div>\n\t\t\t<div class=\"screen2\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.act.com\/wp-content\/themes\/act-crm\/assets\/images\/cta-image2.png\" alt=\"Act! CRM Trial Image\">\n\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n[vc_column_text css=&#8221;&#8221; el_id=&#8221;Step_05&#8243;]<\/p>\n<h2>Learn more about Customer Acquisition:<\/h2>\n<ul>\n<li><a href=\"\/en-gb\/customer-acquisition-cost\/\" target=\"_blank\" rel=\"noopener\">How to calculate your customer acquisition cost<\/a><\/li>\n<li><a href=\"\/en-gb\/customer-acquisition-strategy\/\" target=\"_blank\" rel=\"noopener\">A guide to your customer acquisition strategy<\/a><\/li>\n<li><a href=\"\/customer-acquisition-funnel-template\/\" target=\"_blank\" rel=\"noopener\">How to create a customer acquisition funnel template<\/a><\/li>\n<li><a href=\"\/en-gb\/cost-per-customer-acquisition-calculator\/\" target=\"_blank\" rel=\"noopener\">Why all businesses should calculate customer acquisition costs<\/a><\/li>\n<li><a href=\"\/en-gb\/customer-lifetime-value-calculation\/\" target=\"_blank\" rel=\"noopener\">Customer lifetime value calculation: a key business growth metric<\/a><\/li>\n<li><a href=\"\/en-gb\/ltv-cac-ratio\/\" target=\"_blank\" rel=\"noopener\">What is the LTV:CAC ratio and how can you calculate it?<\/a><\/li>\n<\/ul>\n<p>[\/vc_column_text]                <\/section>\n                \n                <!-- TRIAL CTA -->\n<section class=\"whatis-sidebar-footer-cta\">\n<p><strong>More Questions?<\/strong><\/p>\n<p><a href=\"\/en-gb\/learning-center\" \n#\ntarget=\"_blank\">Visit our Learning Center<\/a><\/p>\n<\/section>\n            <\/article>\n        <\/div>\n    <\/div>\n<\/div>\n<div class=\"whatis-backtotop\"><\/div>\n<script>\ndocument.addEventListener(\"DOMContentLoaded\", function() {\n  \/\/ Adjust the scroll position for anchor links\n  document.querySelectorAll('a[href^=\"#\"]').forEach(anchor => {\n    anchor.addEventListener('click', function(e) {\n      e.preventDefault(); \/\/ Prevent default anchor link behavior\n\n      \/\/ Get the target element by ID\n      const targetID = this.getAttribute('href').substring(1);\n      const targetElement = document.getElementById(targetID);\n\n      if (targetElement) {\n        \/\/ Calculate the position and add an offset (e.g., 40px)\n        const offset = -160; \/\/ Adjust this value as needed\n        const elementPosition = targetElement.getBoundingClientRect().top;\n        const offsetPosition = elementPosition + window.pageYOffset + offset;\n\n        \/\/ Smoothly scroll to the adjusted position\n        window.scrollTo({\n          top: offsetPosition,\n          behavior: 'smooth'\n        });\n      }\n    });\n  });\n});\n<\/script>[\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1740410107751{margin-bottom: 0px !important;padding-top: 40px !important;padding-bottom: 40px !important;background-color: #0B1031 !important;}&#8221;][vc_column][vc_row_inner el_class=&#8221;solvemychaos-footer-cta&#8221; css=&#8221;.vc_custom_1740410116505{margin-bottom: 0px !important;padding-bottom: 0px !important;}&#8221;][vc_column_inner][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2 class=\"white-text\" style=\"text-align: center; font-size: clamp(3.0rem, 2vw + 1rem, 5.4rem);\">Big results. Small investment.<\/h2>\n<p class=\"white-text\" style=\"text-align: center; font-size: 2.0rem;\">Ready to take the first step?<\/p>\n<p>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1745311376909{margin-top: 30px !important;}&#8221;]<\/p>\n<p style=\"text-align: center;\"><a class=\"orange-button\" href=\"\/en-gb\/trial\/act\/\" rel=\"noopener\">Try it free<\/a><\/p>\n<p>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row_content_no_spaces&#8221; css=&#8221;.vc_custom_1782736355439{margin-top: 0px !important;margin-bottom: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}&#8221; el_class=&#8221;float-banner-space&#8221;][vc_column css=&#8221;.vc_custom_1740042719753{margin-top: 0px !important;margin-bottom: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}&#8221;]    <div class=\"actcrm-float-banner-wrapper float-banner-with-text\">\n        <div class=\"actcrm-float-banner-content\">\n                            <div class=\"float-banner-text\">\n                                            <h2 class=\"float-banner-heading\">FREE EBOOK<\/h2>\n                                        \n                                            <h3 class=\"float-banner-secondary-heading\">Don&#039;t forget your customer acquisition guide!<\/h3>\n                                    <\/div>\n                                    <button >\n                <a  href=\"\/en-gb\/guides\/beginners-guide-to-customer-acquisition\"target=\"_blank\" class=\"orange-button\" >\n                    Download now                <\/a>\n            <\/button>\n        <\/div>\n    <\/div>\n[\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row css=&#8221;.vc_custom_1728082509674{margin-bottom: 100px !important;}&#8221;][vc_column][\/vc_column][\/vc_row][vc_row][vc_column][\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1740410107751{margin-bottom: 0px !important;padding-top: 40px !important;padding-bottom: 40px !important;background-color: #0B1031 !important;}&#8221;][vc_column][vc_row_inner el_class=&#8221;solvemychaos-footer-cta&#8221; css=&#8221;.vc_custom_1740410116505{margin-bottom: 0px !important;padding-bottom: 0px !important;}&#8221;][vc_column_inner][vc_column_text css=&#8221;&#8221;] Big results. Small investment. Ready to take the first step? [\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1745311376909{margin-top: 30px !important;}&#8221;] Try it free [\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row_content_no_spaces&#8221; css=&#8221;.vc_custom_1782736355439{margin-top: 0px !important;margin-bottom: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}&#8221; el_class=&#8221;float-banner-space&#8221;][vc_column css=&#8221;.vc_custom_1740042719753{margin-top: 0px !important;margin-bottom: 0px !important;padding-top: 0px [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-39610","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Is Customer Acquisition? | Customer Acquisition Defined<\/title>\n<meta name=\"description\" content=\"Learn what customer acquisition is, how to measure it, how to improve it, and how it varies from retention with this in-depth guide from Act!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.act.com\/en-gb\/customer-acquisition\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Is Customer Acquisition? | Customer Acquisition Defined\" \/>\n<meta property=\"og:description\" content=\"Learn what customer acquisition is, how to measure it, how to improve it, and how it varies from retention with this in-depth guide from Act!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.act.com\/en-gb\/customer-acquisition\/\" \/>\n<meta property=\"og:site_name\" content=\"Act!\" \/>\n<meta property=\"article:modified_time\" content=\"2026-06-29T12:32:39+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.act.com\/wp-content\/uploads\/2020\/11\/act-logo.png\" \/>\n\t<meta property=\"og:image:width\" content=\"250\" \/>\n\t<meta property=\"og:image:height\" content=\"250\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.act.com\\\/en-gb\\\/customer-acquisition\\\/\",\"url\":\"https:\\\/\\\/www.act.com\\\/en-gb\\\/customer-acquisition\\\/\",\"name\":\"What Is Customer Acquisition? | Customer Acquisition Defined\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.act.com\\\/en-gb\\\/#website\"},\"datePublished\":\"2021-12-03T06:01:13+00:00\",\"dateModified\":\"2026-06-29T12:32:39+00:00\",\"description\":\"Learn what customer acquisition is, how to measure it, how to improve it, and how it varies from retention with this in-depth guide from Act!\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.act.com\\\/en-gb\\\/customer-acquisition\\\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.act.com\\\/en-gb\\\/customer-acquisition\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.act.com\\\/en-gb\\\/customer-acquisition\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.act.com\\\/en-gb\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Customer acquisition\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.act.com\\\/en-gb\\\/#website\",\"url\":\"https:\\\/\\\/www.act.com\\\/en-gb\\\/\",\"name\":\"Act!\",\"description\":\"CRM &amp; Marketing Automation in One\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.act.com\\\/en-gb\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.act.com\\\/en-gb\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.act.com\\\/en-gb\\\/#organization\",\"name\":\"Act!\",\"url\":\"https:\\\/\\\/www.act.com\\\/en-gb\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/www.act.com\\\/en-gb\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.act.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/logo_fe5000.png\",\"contentUrl\":\"https:\\\/\\\/www.act.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/logo_fe5000.png\",\"width\":120,\"height\":120,\"caption\":\"Act!\"},\"image\":{\"@id\":\"https:\\\/\\\/www.act.com\\\/en-gb\\\/#\\\/schema\\\/logo\\\/image\\\/\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"What Is Customer Acquisition? | Customer Acquisition Defined","description":"Learn what customer acquisition is, how to measure it, how to improve it, and how it varies from retention with this in-depth guide from Act!","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.act.com\/en-gb\/customer-acquisition\/","og_locale":"en_GB","og_type":"article","og_title":"What Is Customer Acquisition? | Customer Acquisition Defined","og_description":"Learn what customer acquisition is, how to measure it, how to improve it, and how it varies from retention with this in-depth guide from Act!","og_url":"https:\/\/www.act.com\/en-gb\/customer-acquisition\/","og_site_name":"Act!","article_modified_time":"2026-06-29T12:32:39+00:00","og_image":[{"width":250,"height":250,"url":"https:\/\/www.act.com\/wp-content\/uploads\/2020\/11\/act-logo.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_misc":{"Estimated reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.act.com\/en-gb\/customer-acquisition\/","url":"https:\/\/www.act.com\/en-gb\/customer-acquisition\/","name":"What Is Customer Acquisition? | Customer Acquisition Defined","isPartOf":{"@id":"https:\/\/www.act.com\/en-gb\/#website"},"datePublished":"2021-12-03T06:01:13+00:00","dateModified":"2026-06-29T12:32:39+00:00","description":"Learn what customer acquisition is, how to measure it, how to improve it, and how it varies from retention with this in-depth guide from Act!","breadcrumb":{"@id":"https:\/\/www.act.com\/en-gb\/customer-acquisition\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.act.com\/en-gb\/customer-acquisition\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.act.com\/en-gb\/customer-acquisition\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.act.com\/en-gb\/"},{"@type":"ListItem","position":2,"name":"Customer acquisition"}]},{"@type":"WebSite","@id":"https:\/\/www.act.com\/en-gb\/#website","url":"https:\/\/www.act.com\/en-gb\/","name":"Act!","description":"CRM &amp; Marketing Automation in One","publisher":{"@id":"https:\/\/www.act.com\/en-gb\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.act.com\/en-gb\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/www.act.com\/en-gb\/#organization","name":"Act!","url":"https:\/\/www.act.com\/en-gb\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.act.com\/en-gb\/#\/schema\/logo\/image\/","url":"https:\/\/www.act.com\/wp-content\/uploads\/2021\/07\/logo_fe5000.png","contentUrl":"https:\/\/www.act.com\/wp-content\/uploads\/2021\/07\/logo_fe5000.png","width":120,"height":120,"caption":"Act!"},"image":{"@id":"https:\/\/www.act.com\/en-gb\/#\/schema\/logo\/image\/"}}]}},"_links":{"self":[{"href":"https:\/\/www.act.com\/en-gb\/wp-json\/wp\/v2\/pages\/39610","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.act.com\/en-gb\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.act.com\/en-gb\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.act.com\/en-gb\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.act.com\/en-gb\/wp-json\/wp\/v2\/comments?post=39610"}],"version-history":[{"count":14,"href":"https:\/\/www.act.com\/en-gb\/wp-json\/wp\/v2\/pages\/39610\/revisions"}],"predecessor-version":[{"id":137830,"href":"https:\/\/www.act.com\/en-gb\/wp-json\/wp\/v2\/pages\/39610\/revisions\/137830"}],"wp:attachment":[{"href":"https:\/\/www.act.com\/en-gb\/wp-json\/wp\/v2\/media?parent=39610"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.act.com\/en-gb\/wp-json\/wp\/v2\/categories?post=39610"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.act.com\/en-gb\/wp-json\/wp\/v2\/tags?post=39610"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}