What is acquisition in Google Analytics?
Acquisition reports in GA4 show how people found your site. User acquisition shows how new users first arrived; traffic acquisition shows where each session came from.
Acquisition means how visitors get to you. GA4 has two main acquisition reports. User acquisition credits each person to the source that first brought them to your site. Traffic acquisition looks at every session, including return visits, and credits each one to its own source. The two can show different numbers for the same channel, and both are correct for what they measure.
Why it matters for your business: User acquisition tells you what finds new customers. Traffic acquisition tells you what brings people back. Both help plan your marketing.
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