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Client Resources - Acquisition by Medium

Acquisition by Medium Report

This report is available to clients with advance analytics packages. This report lists your website traffic for the reporting month broken down by the traffic source. The first number in the box is your visits in the reporting month. The second number is the percent change from the same month in the previous year.

Visits

What is it?

The total number of visits your website received in the reporting month and the percent change from the previous year.

What to look for:

If your website traffic is growing, this number will be positive. If your website traffic is shrinking it will be negative. To understand the change in this number, look at individual traffic sources for large increases or declines.

Organic

What is it?

The number of visits that originated from a search engine in the reporting month and the percent change from the previous year.

What to look for:

Declines in organic traffic from the previous year (>5%) can suggest that something important on your website has been changed or requires attention.

Referral

What is it?

The number of visits that originated from a link on another website (this number does not include search engines).

What to look for:

Watch for large changes in referral traffic. They can signal changes to your paid listings and other online campaigns. If you are running large promotional campaigns on other sites you can expect this number to increase. Similarly if you ran a promotion in the previous year, but not this year, you may see a decline in this number.

AdWords

What is it?

This is the number of visits to your website from paid search ads through AdWords.

What to look for:

This number is controlled by your AdWords budget. You may notice changes if you alter your budget or if the cost per click has increased compared to the previous year.

Direct/No Data

What is it?

These are users who type your website directly into their internet browser, users who block the use of cookies, or users that Google Analytics could not assign to another channel.

What to look for:

This category is a catch all. Depending on your other website sources this number may fluctuate.

Other Categories

What is it?

Categories like email, website and banner are user defined. They are the number of visits originating from specific campaigns that have been defined in Google Analytics.

What to look for:

Look at the performance of your various email and display campaigns compared to the previous year.