The Acquisition Channel section in Audience Insights reveals which marketing channels drive the most traffic, customer acquisitions, and revenue. By understanding this data, businesses can allocate marketing budgets more efficiently, identify high-performing campaigns, and optimize customer acquisition strategies.
1. Total Visitors Trendline
Definition: The total number of unique visitors across all acquisition channels during the selected date range.
Example: If Total Visitors is 2,490,432, this indicates nearly 2.5 million unique individuals visited your website.
💡 Use cases:
Compare this metric month-over-month to assess overall marketing reach.
Sudden spikes in visitors often indicate successful campaigns or viral content.
If high traffic doesn’t convert into sales, your website’s user experience (UX) or product pages may need optimization.
2. Visitor Acquisition by Channel
Definition: Breaks down total visitors by acquisition channels like Meta Ads, Google Ads, email campaigns, and organic search.
Example:
Meta Ads: 28.49% (Highest)
Google Ads: 12.01%
Organic Search: 1.79%
💡 Use cases:
Identify the channels driving the most traffic to allocate your budget accordingly.
A well-performing organic search strategy can reduce dependency on paid channels.
Low-performing channels may need creative adjustments, better targeting, or new ad formats.
3. Customer Acquisition by Channel
Definition: Displays the number of paying customers acquired through each channel.
Example:
Google Ads: 31.8%
Meta Ads: 20.8%
Direct Traffic: 11.3%
Key Features:
Switch the metric between Customers and Orders
Select up to 3 different attribution models
Audience Segment selector: get insight for specific audience segment you have created.
💡 Learn more: How to create an Audience Segment
💡 Use cases:
Channels with high customer acquisition rates are ideal for scaling paid ads.
If certain channels bring in a lot of traffic but few paying customers, reassess landing pages, checkout flow, or ad targeting.
Compare Customer Acquisition vs Visitor Acquisition to evaluate which channels drive more qualified leads.
4. Top Ad Campaigns for Acquiring Customers
Definition: Highlights the most effective paid campaigns based on customer acquisition or orders.
Example:
Google - eCommerce Campaign: 18.44%
Meta - Dynamic Ads: 10.13%
💡 Use cases:
Identify top-performing campaigns and allocate higher budgets to those.
Pause or optimize underperforming campaigns to improve ROI.
Test new ad creatives based on successful campaign themes.
5. Customer Metrics by Acquisition Channel
This table provides detailed insights for each channel, including:
Key Metrics:
Ad Spend: Total investment per channel.
Customer Acquisition Cost (CAC): The average cost to acquire one customer.
Cost per Order: The average cost for each successful transaction.
Sales: Total revenue generated from that channel.
Average Order Value (AOV): The average spend per customer order.
Lifetime Value (LTV): The projected revenue each customer is expected to generate throughout their relationship with your business.
Example for Google Ads:
Ad Spend: $1,127,371
CAC: $78.76
Sales: $1,378,004
AOV: $107.40
LTV: $109.64
💡 Use cases:
Use the CAC metric to compare channel efficiency — lower CAC channels are ideal for scaling.
High AOV and LTV values indicate profitable channels worth additional investment.
If a channel has high traffic but low AOV, focus on improving upselling or bundling strategies.