Overview

The Traffic Acquisition Report in Google Analytics 4 (GA4) provides a view of where your website and app visitors come from, allowing you to analyze traffic sources across both organic and paid channels. This report is essential for understanding the effectiveness of multiple marketing channels in driving user engagement and conversions.

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Read More About Traffic Acquisition Reports in Google Analytics 4

To learn more about Traffic Acqisition reports, read this article.

Key Features of the Traffic Acquisition Report

Traffic Source Dimensions:

The Traffic Acquisition Report includes several cross-channel traffic source dimensions that help you understand user acquisition across different platforms and sources:

• Session Campaign: Tracks the name of the marketing campaign that drove traffic.
• Session Default Channel Grouping: Categorizes traffic into default groups (e.g., Direct, Organic Search, Paid Social).
• Session Medium: Indicates the method used to acquire users (e.g., Email, Cost-Per-Click, Referral).
• Session Source: Shows the origin of traffic (e.g., Google, Youtube).
• Session Source/Medium: Combines source and medium to provide a detailed view of how users arrive at your site.
• Session Source Platform: Identifies the platform managing the traffic source (e.g., Google Ads, DV360).

Metrics in the Report:

The Traffic Acquisition Report offers various metrics to gauge the performance of your traffic sources:

• Average Engagement Time per Session: Measures the average time users spend engaging with your site or app.
• Key Events: Counts the occurrences of significant user actions defined as key events.
• Engaged Sessions: Tracks sessions lasting 10 seconds or more or those with key events or multiple page views.
• Engagement Rate: The percentage of engaged sessions out of total sessions, offering a measure of how well your site or app retains user interest.
• Event Count: The total number of events triggered by users.
• Events per Session: The average number of events occurring within a session.
• Sessions: Counts the total number of sessions, with each session representing a period of user interaction.
• Session Key Event Rate: The percentage of sessions where a key event occurred, providing a metric of how often significant actions are triggered.
• Total Revenue: Aggregates revenue from purchases, in-app purchases, subscriptions, and ads, showing the financial impact of your traffic sources.

How to View The Traffic Acquisition Report in Google Analytics 4

Access Reports:

• Begin on your Google Analytics 4 homepage and use the left-hand menu to click on the "Reports" tab.
  • Once in the Reports settings, an additional left-hand navigation menu will appear. Locate and click on the "Acquisition" tab.
  • Use the drop-down menu and click on the "Traffic acquisition" tab.
    • (See Figure 1)

_Figure 1_