What is the Acquisition tab?

The Acquisition tab is designed to give you a clear picture about your Goal Conversions and how they relate to different sources of traffic.

• The Advertising tab has been renamed “AdWords” and features all the paid advertising metrics available from the platform.
• The “Keyword” tab now has its own section, whereas previously it was under the “Search” section. This is quite surprising when you take into consideration Google’s latest announcement to block access to 100% of the keyword data from searches. Perhaps it’s true what many in the industry are predicting: Google will start charging for organic search data.
• Another way to get access to keyword data is by buying ads through Google, which shows the keywords used under the “Paid” tab. Either way, it doesn’t look like Google has any plans to give this data away for free anymore.
• The Acquisition tab also includes a new Overview and Channels section.

Overview

The Overview section gives you access to the various channels of traffic and conversions, be it through search, direct, referral, display, paid or other. For each channel, you can see:

• Number of visits
• Number New Visits
• Percentage of new visits
• Bounce Rate
• Average Visit Duration
• Pages Per Visit
• Goal Conversion Rate
• Goal Completion Rate
• Goal Value

This new section is great, because it allows you to link your channels with conversions – giving you a better idea of what channels are the best at bringing new users to the site, keeping them interested, and converting them into leads or customers.

Channels

The Channels section provides deeper insight into each source, providing a text-heavy view of the metrics mentioned above in the Overview section. This section also shows the channels that were best at meeting the conversion goals you have set. You can choose each conversion goal individually and see how each channel performed.




Clicking on the channels directly reveals how each traffic source performed at achieving goals. For instance, clicking on “Referrals” reveals how many conversion goals each referral source was able to deliver.




Additional resources:
Google Makes Organic Keyword Referrals 100% Not Provided: Now What?
Google Pulls the Plug on Organic Referral Data



About the Author
Rishi Rajan is the Marketing Content Coordinator at Mediative and a key player in Mediative's social media efforts. He is responsible for the development of various marketing resources that illustrate Mediative's extensive digital marketing expertise. Using his advanced knowledge of social media, Rishi also promotes Mediative's thought leadership and marketing communications through Facebook, Twitter, Google , and LinkedIn. Rishi is a graduate of University of Toronto's CCIT program with a specialization in Digital Enterprise Management. With years of experience in website layout design, content writing, and social media, he aims to enhance Mediative's marketing efforts while staying true to its brand culture.