Acquisition
Having looked at how to determine who users are and how they behave, this section now focuses on
where they come from.
This section is about measuring, reporting on, and comparing the value of different website and
campaign traffic sources. It provides an overview of the various channel reports GA can produce and
how to go about setting these up. By the end of this section, you will understand:
Why acquisition reporting is important and what it entails.
The different channels that GA can report on.
How to integrate Google AdWords and the benefits and rationale for doing so.
How to use the Google URL Builder and set up custom tracking of online campaigns.