Acquisition

Acquisition reports explain how visitors arrived.

Screens

• Sources - the specific origin, such as Google, Facebook, or a referring site.
• Mediums - the broad channel, such as organic search, referral, email, or paid advertising.
• Campaigns - campaign names supplied through tracking parameters.
• Referrers - the referring URLs seen before arrival.
• Search terms - available search-query information.
• Contents - campaign content variants used to distinguish links or advertisements.

Direct traffic is a fallback category, not proof that someone typed the address. Missing referrer or campaign data can also appear as direct.

Use consistent campaign parameters and naming conventions so reports remain understandable over time.