Acquisition Rate is the percentage of users who become new customers or leads out of your total audience. It shows how well your marketing, website, or campaign converts first-time visitors into valuable contacts or buyers.
Acquisition Rate is calculated by dividing the number of new customers or leads acquired by the total number of visitors, sessions, or ad impressions, then multiplying by 100.
If your website receives 8,000 visitors and 400 of them sign up or make a purchase, your Acquisition Rate is 5%.
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A good Acquisition Rate depends on your industry and traffic source. For SaaS and eCommerce, 2–5% is a solid benchmark. Higher rates mean your messaging and UX are effectively turning visitors into customers.
A low Acquisition Rate (under 1%) suggests disconnects in your funnel – whether from misaligned targeting, weak CTAs, or landing page friction.
Make sure your landing pages are fast, relevant, and clearly guide users toward action with strong CTAs.
Focus your ads and content on specific audience segments to attract users more likely to convert.
Use data and testing to refine your signup or checkout flow and remove unnecessary friction points.
