User acquisition (often abbreviated UA) is the act of acquiring new users for an app or other platform. User acquisition on mobile is a strategy designed to generate installs, usually achieved through app campaigns and app store optimization (ASO).

With increased competition, it’s important to find ways to increase app discovery while convincing users to install your app. Therefore, without a user acquisition strategy, it is difficult for businesses to find and convert new users.

A mobile measurement partner, or MMP, is a third-party company that helps apps measure campaign performance across ad marketing channels, media sources and ad networks for a brand.