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Introduction to User Acquisition


Lauren Perkins
CEO, Perks Consulting

Questions? Read our FAQs

About This Class

User acquisition marketing is more than just bringing new people to your product. It’s being able to measure the impact of your efforts to more efficiently grow your base. This class serves as a basic introduction to the practice of user acquisition marketing and is aimed at giving students an overview of key terminology, concepts, and approaches.


  • Introduction 2:18
  • What is Community? 9:24
  • Running Your Community 21:30
  • Campaign Use Study 7:25
  • Measuring Community Based Efforts 5:51
  • Q: How do I get more customers without giving away free trials? 1:29
  • Q: What is retargeting? 1:10
  • Q: What is a good project management app to track community efforts? 1:27
  • Q: What is the best way to target users from another website? 1:21


  • Understand the potential impact of a user acquisition campaign on the growth of a user base.
  • Be able to name each step in the conversion funnel and describe what’s required to prompt customers to progress through it.
  • Identify your target audience based on a given business and its goals.
  • Find out the impact of ad relevance on customers’ progress through the conversion funnel.
  • Learn different types of targeting available through a given channel.
  • Compare and contrast the capabilities and reach of specific ad channels.

About the Instructor(s)


Lauren Perkins
Perks Consulting

Lauren Perkins is a Brand Marketer, Community Builder, and Author of The Community Manager’s Playbook: How to Build Brand Awareness and Customer Engagement (Apress, 2015). As the founder & CEO of Perks Consulting, a brand-led digital innovation consultancy, Lauren has spent a decade teaching growth stage companies to “Think like Brand. Act like a Startup.™” through her expertise in leading brand innovation and digital adoption. Lauren regularly contributes to CMX, Inc. and Forbes, and is a founding instructor at General Assembly teaching digital insights, brand strategy, community management and agile marketing.

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