Introduction to Acquisition Analysis

Acquisition Analysis helps you to quickly understand how your users are reaching your site or app and identify which acquisition channels and pageviews need optimization to increase conversion rates.

Acquisition sources

You can group your data using primary and secondary acquisition sources. This classification provides a comprehensive overview of which acquisition channels are performing better than others.

• Marketing channel: This is the breakdown selected by default. It categorizes the traffic based on conditions using UTM parameters and referrers (e.g., Paid Social, Display, Email).
• Referrer: Shows the websites or sources sending traffic to your site. This information is extracted from the HTTP referrer header sent by the user's browser.
• Landing page: The first page users land on when arriving at your site. This is determined by analyzing the URL of the page that was first accessed in a user's session.
• UTM Source: Track the source of your traffic based on UTM parameters (e.g., Google, Facebook, Newsletter) extracted from URL query parameters.
• UTM Medium: Identify the marketing medium used (e.g., cpc, email, social) by analyzing UTM parameters in the URL.
• UTM Term: Analyze the performance of specific keywords used in your campaigns, also obtained from UTM parameters in the URL.
• UTM Content: Differentiate between different versions of your ad content or links by examining UTM parameters in the URL.
• UTM Campaign: Track the overall performance of specific marketing campaigns, again using UTM parameters found in the URL.
• Device Type: Track performance across desktop, mobile, and tablet. This information is typically derived from the user-agent string sent by the user's browser, which contains details about the device and operating system.
• Country: Determined using the IP addresses upon tracking. Note that IP addresses are not stored though.

Marketing channel property definitions:

Metrics

The analysis is categorized into three key areas:

Users: Total and new user counts.

• All users: Total unique users within the selected date range.
• New users: Unique users experiencing their first session within the selected date range.

Engagement: Metrics including sessions, bounce rates, and session duration.

• Sessions: Total sessions within the selected date range.
• Bounce rate: Percentage of sessions with only one pageview.
• First session bounce rate: Bounce rate specifically for first sessions.
• Session duration: Median session duration (excluding bounced sessions).
• First session duration: Median duration of first sessions (excluding bounced sessions).
• Time engaged: Median time users actively interacted (excluding idle time exceeding 60 seconds).
• First session time engaged: Median engagement time for first sessions (excluding idle time exceeding 60 seconds).
• Sessions per new user: Average sessions per new user.
• Pageviews: Total pageviews within the selected date range.
• Pages per session: Average pageviews per session.

Conversion: Conversion event counts and conversion rates.

• Total: Number of conversion events.
• Converting users: Users who completed a conversion event.
• Conversion rate: Percentage of sessions resulting in a conversion.
• New user conversion rate: Conversion rate specifically for new users.
• Value: Sum of all conversion values.
• Value per conversion: Average value per conversion event.
• Value per user: Average conversion value per unique user.
• Value per session: Average conversion value per session.

All breakdowns under Sessions in the Engagement column, except Marketing Channel, allow you to view a list of session replays for a specific acquisition source by clicking the play icon. This provides qualitative insights into typical user sessions, helping you better understand and interpret key performance metrics.