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Acquisition can mean many things in marketing lingo! Typically it’s referring to the actual ‘getting’ of customers. However, Acquisition can also be refer to the stage in the lifecycle of a customer. Acquisition would be the stage in which the customer is ‘acquired’. Sometimes it’s helpful to break up a customer’s lifecycle into ‘acquisition’ and ‘engagment’ or ‘acquisition’ and ‘retention’. The acquisition phase is the time in which a prospective user is interested in your product or exposed to it’s messaging for the first time.