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Google Analytics

An Overview of the Acquisition Report  

Google Analytics for beginners can be a little intimidating at first. With the abundant data available, you need to know which data is crucial, how to interpret it and in turn, build marketing strategies. Google Analytics is a powerful tool used for monitoring the website’s performance and collecting visitor insights. The Google Analytics tracking code is placed in the website’s source code, this tag collects data from each visitor's web browser and sends it to Google's data collecting services. Google Analytics then generates customizable reports that are completely automated.  

Here are the top three Google Analytics Reports that every business needs to monitor – 

  1. Acquisition Report 

  1. Behavior Report 

  1. Conversion Report 

These Google Analytics reports helps you to know the key performance metrics of your business such as where your traffic comes from, what traffic attracts the best users, which pages engage your audience the most, and more.  

In this blog, we’ll learn more about one of the Google Analytics Report – The Acquisition report. 

What are Acquisition Reports? 

The Google Analytics Acquisition report displays the basic performance metrics that are used to determine how visitors arrive at your channel from the various traffic sources, their behavior, and the marketing activities or campaigns that lead to maximum goal conversion i.e., the Acquisition-Behavior-Conversion Analysis.  

Acquisition Reports

The Acquisition report provides knowledge about -  

  • The channels that drive the most users 

  • New users vs Returning users and how to increase user retention 

  • The key performance metrics 

  • The conversion rate or goal tracking  

1. The All-Traffic Report 
I] Channel report 

Channel Report

Google Analytics gathers the data and categorizes it into the following default channel groups: 

Organic Search – This traffic is directed to your website from the search engine’s results such as Google, Bing, or Yahoo. 

Paid Search – This traffic originates from sponsored search ads, which means you pay the search engine ad networks like Google AdWords to send visitors to your website. 

Display – Paid ad campaigns centered on display assets, such as banner advertising and gifs, drive this traffic. 

Direct - This traffic arrives at your site by typing your website's URL directly into the browser's address bar. 

Email - This traffic comes from email links (for example, Gmail or Yahoo Mail). 

Referral - Referral traffic is traffic that arrives to your site by clicking on the links on other websites. 

Social - Traffic that comes from social media sites. (Meta, Twitter) 

Others - Traffic that comes from any additional paid advertising that is relevant to Google Analytics. 

II] Tree maps Report  

The Tree maps report enables you to visually study trends in your Acquisition channels, allowing you to draw conclusions about your incoming traffic easily. Rectangles are used to represent data in tree maps. Each rectangle's size and color indicate different metrics, allowing you to integrate several parts of your data into a single visualization.  

Tree Maps Report

III] The All-Traffic Source/Medium report 

Source and Medium are key Google Analytics metrics because they inform you how and where users interact with your website. 

Traffic Source/Medium Report

The actual domains generating traffic to your website, or the origin of your traffic, such as a search engine, is termed as a “source”. For instance, Google or a domain (example.com).  

The term "medium" refers to the type of traffic that is directed to your website. For example, organic search (organic) or web referral (referral). 

So, Google is the source and Organic is the medium. 

You may use the Source/Medium report to track the performance of your marketing campaigns. You can observe how people are linking to your site and their behavioral patterns to determine which site content leads to more user engagement. (by which resources) 

IV] The All-Traffic Referrals Report 

Referral traffic refers to visitors who arrive at your site from a search engine other than Google. When a visitor clicks on a link on the originating site (referrer) to travel to a second website's page (destination page), Google Analytics tag records the action as a referral visit to the second site. You can view these referrals in Google Analytics to see how customers get to your site. 

All Traffic Referrals Report

2. Google Ads Report 

If you're also running Google AdWords campaigns, you'll be able to see all your Google AdWords traffic statistics in Google Analytics on linking the two accounts i.e., the Google AdWords and Google Analytics accounts. All the data and traffic insights will be reported in this ‘AdWords’ section where you can analyze user activity on your website after they click on your ad. This will help you build marketing strategies focused on what you should be doing to achieve even better outcomes. 

Google Ads Report

3. Google Search Console Report 

You can also integrate your search console report to Google Analytics to learn more about consumer behavior analytics and to have a better understanding of your organic traffic and key performance factors like impressions, clicks, click-through rate, and more. This way you can analyze the performance of your keywords, landing pages, and optimize your content as well as the strategies around them. 

Google Search Console Report

4. Social Report 

The Social section in the acquisition report offers a comprehensive analysis of social activities related to your website. The report provides an overview of conversions related to social media and traffic from various networks. You may track the on-page interaction with your content, find relevant networks, and in turn reach the goals to increase business revenue. 

Social Report

5. Campaigns Report  

Campaigns visitors from various campaign groups (or third-party groups) that we set up on the website are recorded in this report. Here, the UTM parameters placed at the end of the URL are used to track the visitor who clicks on it. 

Campaigns Report


As you can see, Google Analytics provides comprehensive information on how people find your website. The Acquisition report shows you which online marketing strategies are doing well, driving the most traffic, and leading to goal conversions. It also gives an understanding of which initiatives should be prioritized moving forward.  

At Merkle Sokrati, we leverage these Google Analytics reports to provide important insights that help you in driving high-value traffic to your website and improve its SEO performance. We'll walk you through the processes you need to follow as a business owner to achieve effective ROI, from keyword research to content planning and optimization.