This article is about Google Analytics 4 properties. Refer to the Universal Analytics section if you're still using a Universal Analytics property, which will stop processing data on July 1, 2023 (October 1, 2023 for Analytics 360 properties).

[GA4] Acquisition reports

The Acquisition reports provide information about where your traffic originates (e.g., google, baidu, bing), the methods by which users arrive at your site or app (e.g., organic, cpc, email), and the marketing efforts you use to drive traffic (e.g., campaign, creative format, keywords).

Access the Acquisition reports

To access the Acquisition reports, click Reports > Acquisition in the left navigation. If you don't see the reports, an administrator may have removed them from the navigation.

The left navigation with Reports and then Acquisition selected.

Populate the reports

To populate the Acquisition reports with acquisition data, integrate with an ads platform (e.g., Google Ads, Display & Video 360, or Search Ads 360) and then use the auto-tagging feature available with the integration. Learn more about auto-tagging

Alternatively, you can manually tag the destination URLs in your ads with UTM parameters to get detailed acquisition data. Learn more about manually tagging

Analyze acquisition data

Google Analytics provides the following Acquisition reports by default:

Acquisition overview summarizes your acquisition data to help you understand where your traffic comes from. When you integrate with an ads platform (e.g., Google Ads), Analytics adds platform-specific summary cards to help you evaluate the impact of specific marketing efforts.

User acquisition shows you information about where new users come from. The traffic-source dimensions in this report include the prefix "First user" to indicate that the dimensions are about new users.

Traffic acquisition shows you information about where new sessions come from. The traffic-source dimensions in this report include the prefix "Session" to indicate that the dimensions are about new sessions.

Google Ads campaigns shows you information about the Google Ads campaigns that drove traffic to your site/app. You must link to your Google Ads account to see data in this report. You can access the Google Ads campaigns report by clicking View Google Ads campaigns on the Acquisition overview report. Learn about linking to Google Ads

Understand the dimensions

Acquisition dimensions describe how you acquired users to your site/app. Traffic-source dimensions include the prefix "First user" (e.g., First user source) or "Session" (e.g., Session source) to indicate that the dimensions are about new users or new sessions. Learn more

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