What Is the Difference Between User Acquisition and Traffic Acquisition?
- Fátima Castro Franco
- 3 days ago
- 3 min read
User acquisition and traffic acquisition are two terms often used interchangeably in digital marketing, especially in gaming, app marketing, and ad tech. But while they’re closely related, they don’t mean the same thing.
This guide breaks down what each term means, how they overlap, and where they differ, so you can build more effective marketing strategies based on your goals.
What Is User Acquisition (UA)?
User acquisition refers to the process of gaining new users for a product, service, or app. In mobile gaming, it specifically means getting people to install and use a game.
User acquisition typically includes:
Running paid ad campaigns (e.g. on Meta, TikTok, Unity)
Using targeting and bidding strategies to attract high-value users
Optimizing campaigns based on metrics like CPI, ROAS, and retention
Working with UA platforms or agencies to scale growth
In short: UA is focused on getting actual users, not just visitors, and measuring what they do after they convert.
What Is Traffic Acquisition?
Traffic acquisition is broader. It refers to generating any form of traffic to a website or platform, regardless of whether those visitors sign up, download, or convert.
Traffic acquisition includes:
SEO (search engine optimization)
Paid search (Google Ads)
Social media promotion
Influencer marketing
PR or referral campaigns
The goal is to drive people to your site or app page, not necessarily to get them to become users right away.
Key Differences Between User Acquisition and Traffic Acquisition
1. Conversion Focus
User acquisition is about converting people into active users
Traffic acquisition is about attracting visitors, whether or not they convert
2. Measurement Metrics
UA measures: installs, cost per install (CPI), retention, lifetime value (LTV), ROAS
Traffic focuses on: sessions, bounce rate, traffic source, time on site
3. Channels Used
UA: ad networks, mobile DSPs, offerwalls, influencer UA
Traffic: organic search, social posts, blogs, display ads
4. Intent Level
UA = high intent (especially for apps or games)
Traffic = mixed intent (some users explore, some bounce)
Where They Overlap
Some campaigns do both. For example:
A blog post about “best mobile puzzle games” might generate traffic through SEO — and also convert a few readers into users.
A Google Ads campaign might send traffic to a landing page — where you try to convert that traffic into installs or signups.
But the core difference lies in how success is defined:
If your goal is installs or in-app purchases → it’s user acquisition
If your goal is pageviews, awareness, or traffic volume → it’s traffic acquisition
Which Should You Focus On?
It depends on your product and marketing maturity:
New app or game? Start with user acquisition to build a base of players.
Running a blog or content site? Focus on traffic acquisition and SEO.
Optimizing budgets? Run blended campaigns, but track what converts to actual users.
For mobile games and apps, user acquisition is usually the priority — because installs and engaged users drive monetization and growth.
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