Acquisition Reports
MarketingSeptember 25, 2024
The Acquisition Reports section provides comprehensive insights into how visitors find and access your website. It helps you understand the effectiveness of various marketing channels, search engines, social media, and campaigns in driving traffic to your site. Below is a breakdown of each menu item within this section:
Overview
- Description: Offers a high-level summary of all the traffic sources that bring visitors to your website.
- Key Metrics: Displays metrics such as total visits, unique visitors, bounce rate, and goal conversions, broken down by channel (e.g., Direct, Organic Search, Social Media).
- Use Case: Provides a quick snapshot of which channels are performing well and contributing the most to your website’s traffic and conversions.
All Channels
- Description: Provides detailed information about each traffic source, including organic search, direct visits, social media, referral websites, and paid campaigns.
- Key Metrics: Shows visits, conversions, and engagement metrics for each channel.
- Use Case: Helps compare the performance of different traffic sources, allowing you to focus your marketing efforts on the most effective channels.
Search Engines & Keywords
- Description: Focuses on traffic coming from search engines and provides insights into the keywords used by visitors to find your website.
- Subsections:
- Search Engines: Lists the search engines (e.g., Google, Bing) sending traffic to your site.
- Keywords: Displays the specific keywords that visitors used to reach your site, helping you understand search behavior and optimize for relevant terms.
- Use Case: Ideal for optimizing your website’s SEO strategy by identifying high-performing keywords and understanding how users find your site through search engines.
Websites
- Description: Shows the referral sites that send traffic to your website.
- Key Metrics: Includes the number of visits, bounce rate, and conversions attributed to each referring site.
- Use Case: Useful for identifying partnerships or affiliates that drive traffic to your site and for understanding which external sites are most beneficial for your website’s performance.
Social Networks
- Description: Details traffic originating from social media platforms.
- Key Metrics: Tracks visits, engagement, and conversions from different social networks like Facebook, Twitter, LinkedIn, and Instagram.
- Use Case: Allows you to assess the impact of your social media marketing efforts and identify the platforms that generate the most traffic and conversions.
Campaigns
- Description: Provides insights into the performance of your marketing campaigns, including email, PPC, and other online advertising efforts.
- Key Metrics: Shows visits, conversions, and engagement metrics for each campaign. It includes UTM-tagged links, helping you track specific campaigns accurately.
- Use Case: Use this report to evaluate the success of your marketing campaigns and make data-driven decisions for future campaigns.
Campaign URL Builder
- Description: A tool within Matomo that allows you to create custom URLs with UTM parameters for tracking marketing campaigns.
- How to Use: Enter details like the campaign source, medium, and name to generate a custom URL.
- Use Case: Useful for tracking specific marketing activities and understanding the impact of different channels on your website traffic and conversions.
Whether you’re new to Matomo or looking to enhance your analytics skills, this tutorial will help you leverage the Acquisition Reports.
