# Acquisition

> Understand where your visitors come from — traffic channels, campaigns, referrals, and AI-sourced traffic.

Source: https://docs.graph8.com/analytics/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** | 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.

> **Tip:**
> Check the AI Channels tab regularly — AI-sourced traffic is growing across B2B websites. Understanding which AI assistants reference your content helps you optimize for AI discoverability alongside traditional SEO.

## Next Steps

- [Behavior →](https://docs.graph8.com/analytics/behavior/) — See what visitors do on your site
- [Conversions →](https://docs.graph8.com/analytics/conversions/) — Track goals and form submissions
- [Marketing Intelligence →](https://docs.graph8.com/analytics/marketing-intelligence/) — Connect acquisition to pipeline