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Acquisition can mean many things in marketing lingo! 

Typically it refers to the actual ‘getting’ of customers. It involves attracting and convincing potential customers to purchase a company’s products or services, often through various marketing strategies and channels.

However, acquisition can also refer to the stage in the lifecycle of a customer. In this context, Acquisition would be the stage in which the customer is ‘acquired’. Sometimes it’s helpful to break up a customer’s life cycle into ‘acquisition’ and ‘engagement’ or ‘acquisition’ and ‘retention’. The acquisition phase is the time in which a prospective user is interested in your product or exposed to its messaging for the first time.