User acquisition is a type of mobile app marketing which focuses on acquiring mobile app users via paid advertising campaigns. Mobile app developers and mobile marketers strategize their user acquisition efforts to acquire high quality users with positive ROI and high Lifetime Value. This campaigns can aim:

• Strengthening app monetization strategy and increasing income, 
• Reaching top charts on app stores,
• Testing an app on soft launch 
• Increasing retention rate and lifetime value of a user 

Incentivized Ad: is a type of user acquisition campaign where app developers and mobile advertisers aim to acquire a huge number of app installs in a very short period of time with the aim of organic uplift.

Non-Incentivized Ads: In non-incent campaigns, users are not offered any reward. Those campaigns are to acquire high quality users  with high LTV and it requires more cost of install than incentivized ad campaigns.