Where your customers come from
The Acquisition page answers one question a marketer asks every day: which efforts are actually bringing in customers, and what are they worth? It looks at your conversions over the last 30 days and breaks them down by channel, source, geography and device.
A word up front, so the numbers are honest: this page is built from conversions (purchases and leads), not from every visit. It tells you where your buyers came from — not how much raw traffic each channel sent. That's the number that pays the bills, but it's not a full web-analytics traffic report.
Channels
Where: top of the Acquisition page, and a short preview on the Overview.
Every conversion is sorted into a marketing channel — the same grouping GA-style reports use:
| Channel | What lands here |
|---|---|
| Organic Search | Google, Bing and friends, without a paid tag |
| Paid Search | search visits tagged as paid (utm_medium=cpc / ppc / paid) |
| Organic Social | Instagram, TikTok, Facebook, Reddit… unpaid |
| Paid Social | the same networks, tagged paid |
utm_medium=email, or a known email tool (Klaviyo, Mailchimp…) | |
| Referral | another website linked to you |
| Direct | no source at all — typed the URL, a bookmark, an untagged app |
For each channel you get conversions, share, AOV (average order value) and revenue. Reading AOV next to volume is the useful part: a channel with fewer conversions but a much higher AOV can quietly be your best one.
Channels depend on your links being tagged. Paid campaigns without utm_ parameters collapse into Organic or Referral, and a lot of untagged traffic lands in Direct. If Direct looks suspiciously large, the fix is usually UTM tags on your ads and emails — not a bug here.
Traffic & conversion rate by channel
Channels above count conversions. This report adds the visits each channel sent, so you get the number that actually decides where to spend: the conversion rate per channel.
Paid Social can send 10,000 visits and convert 0.4%, while Email sends 500 and converts 8%. Volume
alone hides that; the rate doesn't.
Visits are counted from page views onward — a traffic proxy, not deduplicated sessions — and start from the deploy that turned this on (not retroactive). Read the rate as a relative comparison between channels, not an absolute.
Lifetime value by channel
Channels above count conversions. This report answers a deeper question: which channel brings the customers worth the most over time? A channel can be cheap on volume but bring loyal, high-LTV customers — or the reverse. For each channel you see how many customers it acquired, their average LTV, the repeat rate, and total LTV. Read average LTV next to the Channels table: the channel worth scaling is often not the one with the most conversions.
LTV here is all-time, built from your customer profiles — not the last 30 days. It groups customers by the channel that first brought them in (first-touch).
New vs returning
How much of your revenue is fresh acquisition (a customer's first order) versus returning customers buying again. If growth is coming only from returning customers, acquisition needs attention; if it's all new customers and few come back, retention does. It's the simplest read on whether the business is compounding.
This split is not retroactive — it starts from the deploy that turned it on, and only applies to purchases. Leads and older orders show as unclassified.
First-touch vs last-touch
Two different questions, both useful:
- Channels (above) credit the last click before the conversion — what closed the sale.
- Acquisition source credits the first touch — what originally brought the customer in.
Last-click flatters whatever sits closest to the purchase (brand search, email). First-touch shows what fills the top of the funnel. Neither is "the truth" on its own — read them together. The same split, source by source, lives in What drove your conversions on the Overview, where you can also switch to a by-campaign view.
Geography & device
Geography shows the top countries your buyers convert from — handy for shipping, language and where to point ad spend. Device splits mobile / desktop / tablet: a classic pattern is most of the traffic on mobile but a higher AOV on desktop, which changes how you'd bid and design.
Geography and device are not retroactive. They start being recorded from the deploy that turned them on, on new conversions only — older ones stay blank. Give them a little time to fill in.
Referrers & landing pages
- Top referrers — the specific sites sending you converting visitors (a blog, a partner, a marketplace). Different from Channels, which groups; this names names.
- Landing pages that convert — the first page a converting customer arrived on. Tells you which entry points actually turn into sales, so you know where to send more traffic.
Ad spend & ROAS
Enter what you spent on ads this month (per channel, on a selected site) and we measure it against your server-side revenue:
- MER (Marketing Efficiency Ratio) — total revenue ÷ total spend. The blended north-star: "for every €1 of ads, €X back."
- ROAS per channel — revenue ÷ spend for Paid Search and Paid Social.
This ROAS will not match what Meta or Google report — and that's the point. Each ad platform counts revenue it can claim for itself, with its own attribution window. Ours is measured independently from your own conversions. Two honest numbers that disagree beat one flattering number.
Meta spend is pulled in automatically from your connected ad account (it uses the same token as audience activation — the one with ads_management, plus your Ad account ID). Rows filled this way show an auto tag. For other platforms, enter spend by hand: pick a specific site (not "All sites") and add it below. Manual entry is ignored for a channel that already has automatic spend.
Top products & when they buy
- Top products — which products actually drive revenue over the last 30 days, ranked by money, not units. (Needs product names on your events; Shopify and WooCommerce send them automatically.)
- When your customers buy — a day-by-hour heatmap of conversions. Darker cells are busier hours. Use it to schedule ads and time your emails. The hours are UTC, so offset for your customers' timezone when you read it.
Want to act on this? Turn a high-value source or channel into an audience and sync it to your ad platforms — see Segments & audience activation. For churn, predicted value and cohorts, see Reporting & insights.