The User acquisition report is a pre-made detail report that you can use to get insights into how new users find your website or app for the first time. The report differs from the Traffic acquisition report, which focuses on where new sessions came from, regardless of whether the user is new or returning.
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View the report
- Sign in to Google Analytics .
- From the left menu, select Reports
.
- On the left, select Acquisition> User acquisition .
Where the data comes from
To see attribution data for your marketing campaigns, complete one or more of the following:
- Connect an active, spending Google Ads , Search Ads 360 , or Display and Video 360 account
- Add UTM parameters to your destination URLs
- Import cost data through Data Import
Dimensions in the report
You will notice that each dimension includes the text "First user". "First user" indicates that the dimension describes how you initially acquired the user. Learn more about scopes
The report includes the following dimensions . If you are an Editor or Administrator , you can add or remove dimensions in the report.
Campaign is the name of a promotion or marketing campaign that led to a key event .
Channel groupings are rule-based definitions of your traffic sources.
Default channel groups include 'Direct', 'Organic Search', 'Paid Social', 'Organic Social', 'Email', 'Affiliates', 'Referral', 'Paid Search', 'Video', and 'Display'.
The method for acquiring users to your website or application.
Examples include:
- 'affiliate': users who click a link through an affiliate program
- 'cpc': (short for cost-per-click ) users who click a paid advertisement
- 'email': users who click a link in an email marketing campaign
- 'organic': users who click a link from a search engine
- 'referral': users who click a link on a website (e.g., a link in a video description)
- '(none)': direct traffic
A representation of the publisher or inventory source from which traffic originated. For example, users who return to your website from Google Search show as "google" in the Session source dimension.
Examples include “google”, “youtube”, and “gmail”.
The platform where you manage buying activity (such as where budgets, targeting criteria, and so on are set).
Examples include:
- 'DV360' (traffic from Display & Video 360 marketing activity)
- 'Google Ads' (traffic from Google Ads marketing activity)
- 'Manual' (traffic that isn't from Google media marketing activity)
- 'SA360' (traffic from Search Ads 360 marketing activity)
- 'SFMC' (traffic from Salesforce Marketing Cloud marketing activity)
- 'Shopping Free Listings' (traffic from Google Merchant Center marketing activity)
Metrics in the report
The report includes the following metrics . If you are an Editor or Administrator , you can add or remove metrics in the report.
| User key event rate | The percentage of users who triggered a key event . This metric is calculated as the number of users who performed a key event action divided by the total number of users. |
This metric is populated automatically. |
|---|
Troubleshooting
I only see direct traffic. What is direct traffic in Google Analytics?
Direct traffic is from people who enter your website by directly entering the URL to your website into their browser address bar.
For example, someone might send the user a link to your website that they copy and paste into their browser or the user might have directly accessed your website through a saved bookmark. Other examples include traffic from social media, traffic from offline documents, and traffic from HTTPS to HTTP versions of your site.
If you only see direct traffic in the report, try linking your advertisement accounts or tagging your destination URLs to see more useful information in the report.
