Google Analytics (GA) is installed and you're watching fresh traffic roll into your site, hurray!
For marketers, business owners, and webmasters, one of the first questions that might come to mind is: "where exactly is this traffic coming from?"
Analytics provides a multitude of answers to this question; it came from this country, from a mobile device, or from an audience with an affinity for home & garden improvements.
While the wealth of knowledge that can be obtained about your traffic through GA is fascinating, sometimes it can be too detailed, when what you need to see is a big-picture view of traffic sources.
This is where the value of Acquisition Channels shine.
The Acquisition Channels Report breaks down your traffic by source. With these reports, you can see which of your campaigns are contributing to your goal conversions or which campaigns are bouncing away users, and ultimately, help you decide where you should focus your valuable time.
Google Analytics is made possible by each web browser's ability to keep track of the sequence of websites that a user views. When a user moves from another domain, email, app, or any other channel to your website, we call it traffic.
Google Analytics collects this traffic data and sorts it into several default channel groupings under:
Acquisition > All Traffic > Channels.
While Default Channel Groupings can be super useful for big-picture management, my fellow marketing mechanics might be wondering how to look at the nuts and bolts of channels. Don't worry, Analytics has more data for you in Sources.
Clicking through a default channel grouping will give you more detailed information on sources, there are a few different types of channel sources to discover:
Ultimately, Analytics channels are all sources of traffic. As such, the same traffic metrics can be applied to all channels. The best part about being able to apply the same metrics to each channel is that you now have the ability to perform direct comparisons in order to diagnose issues and optimize performance.
Before we get into examples of diagnosing problems and boosting channel performance, let's take a quick look at the types of metrics you’ll be working with.
Being able to compare performance across channels using metrics is a powerful tool when you want to make sure you're not wasting time or money. Let's say for example you've been pushing Social Media posting and engagement for your local food truck business.
You see that traffic has increased in your Social channel, and specifically from the source Facebook, where you've been applying most of your time. Give yourself a high five for driving more traffic to your site! But also be sure to check the behavior metrics: Bounce Rate, Pages / Session, and Avg. Session Duration by comparing them to your other channels.
If, for example, users from organic search are spending an average of two minutes on your site, but your social traffic is leaving after eight seconds, is there a reason for this? Perhaps your social media messaging is promising a map or a discount coupon that hasn't been installed on your landing page. That’s an opportunity to fix an underperforming channel and win new customers!
See one channel that's outperforming all the others? Time to dig in and find out why!
Perhaps you’re a marketer running a paid search advertising campaign for an online store. While looking at the paid vs. organic channels, you have noticed that organic search has roughly the same number of new users, but a much higher conversion rate. Check out your sources to see which keywords are leading to those goal completions. If there’s a high converting organic keyword that isn't being targeted in paid search, you can start bidding on it and create ads to augment your return on investment.
When looking at channels, you'll probably see another report called Source/Medium. At first glance, this information might seem confusing because of the amount it overlaps with the information found under Channels. In fact, the key difference is that Source/Medium is a different presentation of the same traffic data.
Source is the place where the traffic comes from, and Medium is a categorization of traffic sources, similar to the groupings we see in channels.
One valuable use of Source/Medium is that you can create your own using UTM tagging.
UTM stands for Urchin Tag Manager, that's because back in the day it was called Urchin Analytics before the search giant acquired it. UTMs allow you to customize a URL so that when someone uses that link to get to your site, you'll be able to identify it in your Source/Medium reports. In other words, you can create and name your own traffic channel. To get started here's the basic anatomy of a UTM:
To try making your own UTM check out this helpful UTM tool.
If this is your first encounter with Acquisition Channels, I hope that you're left feeling inspired to apply them to your strategy. With so many options available, it can be difficult to keep track of your marketing campaigns or advertising spending. The default Channels can give you a quick and easy way to keep tabs on all efforts to drive traffic to your site, but viewing traffic sources can uncover missed opportunities and allow you to see where something might be missing. Delving deeper into sources, mediums, and UTM codes can provide even more fine-grained data about where your traffic is coming from.
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