Customer acquisition refers to the process of attracting and converting new customers to purchase a company’s products or services. It involves a combination of marketing, sales, and customer relationship management strategies aimed at reaching potential customers, capturing their interest, and persuading them to make a purchase. The effectiveness of customer acquisition is often measured by the cost per acquisition (CPA), which indicates the cost of acquiring a new customer relative to the revenue they generate. Successful customer acquisition strategies focus on reaching the right audience, delivering compelling value propositions, and nurturing leads through the sales funnel.