The Acquisition page in the Site Analytics section of Intelligence displays data about your different marketing channels as a report directly from Google Analytics. This can help you understand which channels are producing the most traffic and conversions to your website.
Please keep in mind that you must have Google Analytics connected and set up on your account with the correct Analytics ID's for this feature to work. If you have an account with managed services, reach out to your dedicated team for assistance. If you have an account without managed services, you'll need to use the Account Integration feature to connect Marketing 360 to Google Analytics.
Selecting Comparison Periods
First, select a date range to review using the selectors at the top of the page. Select a current period using the date selector on the left, then select a comparison period using the date selector on the right. You can use one of the pre-selected date ranges like 'last 30 days' or select specific dates if needed. The comparison period will default to the 'same period' but you can also customize this if you need to make specific comparisons.
The Channel comparison graph will show you a breakdown of sessions or goal completions across your different marketing channels. Click one of these options near the top right of the panel to switch between views.
Sessions vs Goal Completions
Sessions are defined as the number of times users visited your website as a result of that channel, while Goal completions refer to the number of times a user completed the goal as a result of the channel.
You can use these two graphs together to see how many users are making their way to your site vs. how many are getting there then making a conversion.
Why Channel Comparisons Matter
Channel comparisons can be very helpful if you've ever found yourself asking questions like 'Which channel is performing the best?' or 'How many website visits am I getting from my social media?'
If you're focusing on a specific channel during a marketing campaign, check in on that channels performance using Site Analytics. For example, if you're focused on Google ads for marketing a new product in your eCommerce store, you'll want to focus on Paid Ads in your channel comparison.
When you have the ability to find out how your channels compare, you'll know where to focus your marketing budget and efforts.