Acquisition
The Acquisition dashboard shows where your visitors come from and how they find your website. Break down traffic by channel, campaign, referral source, and AI-driven traffic.
Acquisition Overview
Summary Cards
Four cards summarize your acquisition performance:
| Card | What It Shows |
|---|---|
| Total Users | All visitors in the selected period |
| Total Sessions | Total browsing sessions |
| Engagement Rate | Percentage of sessions with meaningful engagement (inverse of bounce rate) |
| Top Channel | Your highest-traffic channel and its share of total sessions |
Channel Breakdown
A chart showing how traffic is distributed across channels:
| Channel | What It Includes |
|---|---|
| Direct | Typed URLs, bookmarks, untagged traffic |
| Organic Search | Google, Bing, and other search engines |
| Paid Search | Search ads (Google Ads, Bing Ads) |
| Social | Social media platforms |
| Email campaigns and newsletters | |
| Referral | Links from other websites |
| Display | Display advertising |
| AI/LLM | Traffic from AI assistants and language models |
AI/LLM traffic is automatically separated from standard referral traffic, so you can see how much of your inbound is coming from AI sources.
Source / Medium Table
A detailed table breaking down traffic by individual source and medium:
| Column | What It Shows |
|---|---|
| Source | Where the visitor came from (google, linkedin, direct) |
| Medium | How they arrived (organic, cpc, referral, email) |
| Visitors | Unique visitor count |
| Sessions | Session count |
| Page Views | Total pages viewed |
| Bounce Rate | Single-page session percentage |
Campaigns
Track the performance of your marketing campaigns using UTM parameters.
| Column | What It Shows |
|---|---|
| Campaign | UTM campaign name |
| Source | UTM source |
| Medium | UTM medium |
| Visitors | Unique visitors from this campaign |
| Sessions | Sessions attributed to this campaign |
| Page Views | Pages viewed by campaign visitors |
Sorted by visitors descending by default. Use this to compare campaign performance and identify which campaigns drive the most engaged traffic.
Referrals
See which external websites are sending visitors to you:
| Column | What It Shows |
|---|---|
| Referring Domain | The website linking to you |
| Visitors | Unique visitors from this referrer |
| Sessions | Sessions from this referrer |
| Page Views | Pages viewed by referred visitors |
| Bounce Rate | Bounce rate from this referrer |
AI Channels
A dedicated view for traffic coming from AI assistants and language models.
Summary Cards
| Card | What It Shows |
|---|---|
| Total AI Visitors | Visitors arriving from AI sources |
| AI Sessions | Sessions from AI-sourced traffic |
| AI Sources | Number of distinct AI sources detected |
AI Channel Chart
A chart showing the distribution of AI-sourced traffic across different AI platforms and assistants.
AI Referrals Table
Detailed breakdown of individual AI referral entries showing source, medium, visitor count, and session details.
Next Steps
- Behavior → — See what visitors do on your site
- Conversions → — Track goals and form submissions
- Marketing Intelligence → — Connect acquisition to pipeline