If you don't have edit rights for mappings, check this article on how to create acquisition segments.
Categorizing Acquisition Sources in a Page Group
To analyze the traffic from different acquisition channels that bring users to your site, categorize each traffic source in a page group within a mapping.
Note: you will need a list of UTM parameters to define your acquisition sources. Once a traffic source is defined as a page group, you can create a goal and segment.
1. Go to Mappings, click on 'New mapping', select 'No template', and name the mapping (e.g., Traffic sources).
2. Click on 'New page group', name the page group, and define it using UTM parameters. You can categorize them under 'Other'.
Creating Acquisition Source Page Groups
SEA (SEM) Page Group
1. Select 'Query' from the dropdown, choose 'regex', and copy and paste the following regex into the open field:
(cpc|cpa|cpl|gclid|xtor=SEC|ppc|paidsearch|msclkid)
2. Click 'Create page group'.
Social Page Group
To categorize the social media acquisition source into a page group, you need to find all the url that contain the medium social within an utm. Make sure to check all the possible ways of writing “social” as it is case sensitive.
1. Select 'Query' from the dropdown, choose 'regex', and copy and paste the following regex into the open field:
(social|social-network|paidsocial|social-media|socialnetwork|socialmedia|Social)
2. Click 'Create page group'.
Note: You can also categorize the social page group by specific social channels (e.g., YouTube, Facebook, LinkedIn).
Display Page Group
1. Select 'Query' from the dropdown, choose 'regex', and copy and paste the following regex into the open field:
(cpm|display|banner|dclid|fbclid)
2. Click 'Create page group'.
Email Page Group
We apply the same method as before by checking the url parameter that contains utm and mail (or any other format: “email”, “emailing” etc.)
1. Select 'Query' from the dropdown, choose 'regex', and copy and paste the following regex into the open field:
(utm_medium|ns_mchannel)(=|%)(email|Email|253Demail|3Demail)
2. Click 'Create page group'.
Find what URLs are being pulled through for different channels
1. Click on 'New mapping'
2. Select 'Classic' and click 'Create mapping'
3. Click 'New page group'
4. Open and use the drop down menus to set up 'Query contains x' and enter the channel name you are searching for. E.g. social
5. Click on the '>' to open the side panel to see the URLs being pulled through
6. Click 'cancel' to close
Note: You don't need to save anything.
Now with more information on the traffic sources and campaign conventions, you will be able to create a segment to start your analysis.
Creating Acquisition Segments in the Segment Module Using the Page Groups
1. Go to the Segment module under 'Analysis Setup' and click 'New segment'.
2. Click on 'Segments' and select 'Landing page' from the dropdown.
3. Select a specific page or page group. This opens the on-the-fly page selector, allowing you to define your pages. Choose the 'Page group from a mapping' tab.
4. Search for the acquisition source page groups, select, click 'Apply', and then click 'Create'.
Repeat these steps for all acquisition sources except SEO and Direct.
Creating SEO Acquisition Segment
1. Go to the Segment module under 'Analysis Setup' and click 'New segment'.
2. Choose the condition 'Referring page' (Users come from a URL that contains a search engine) and copy and paste the following regex into the open field:
(yahoo|google|yandex|duckduckgo|bing|ecosia|baidu|aol|naver|seznam|qwant)
3. Ensure all visitors in this segment are organic by excluding other acquisition sources. Add an 'AND' condition, select 'Segment', and from the dropdown, choose 'Users who do not match'. Select the acquisition segments to exclude, repeating this step as needed.
Creating Direct Acquisition Segment
1. Use the same method as for the SEO segment, but leave the landing URL field empty instead of defining it with a search engine.
2. Exclude other acquisition sources as described above.