What is customer acquisition?

Customer acquisition is how you find people who need what you sell and turn them into paying customers. It includes everything from word-of-mouth and referrals to online ads, local SEO, and partnerships.

Every business needs a way to get customers—but the best channel depends on your business type, location, budget, and how people in your market actually buy. What works for a plumber in one city may not work for a photographer in another.

CAC (customer acquisition cost) is what you spend to get one customer on average. Tracking this helps you understand whether your marketing is sustainable—not just whether it feels busy.