This article shows you how to use the Reach & acquisition dashboard to understand how visitors discover and reach the selected digital asset.
The dashboard provides information about visitor volume, acquisition channels, campaigns, landing pages and geographic performance.
1 Reach & acquisition
The Reach & acquisition dashboard is available for the selected digital asset in Measure.
The asset selector in the top-right corner shows which digital asset you are currently viewing.
Measure > Asset > Reach & acquisition
2 Filtering the dashboard
Use the filters at the top of the dashboard to select the data you want to review.
Date range
Select the period you want to analyse.
Market / Region
Filters the dashboard to activity associated with the selected market or region.
Select All to include all available regions.
Channel
Filters the dashboard by acquisition channel.
Channels can include:
- Direct Entry – visits where no referring source was identified.
- Search Engines – visits referred from a search engine.
- Websites – visits referred from another website.
- Campaign – visits attributed to a tracked campaign.
- AI Assistant – visits referred from an AI tool.
- Social Networks – visits referred from a social network.
The available channels depend on the traffic recorded for the selected asset.
Select All to include all available channels.
Campaign (UTM)
Filters the dashboard by tracked campaign information.
Select All to include all available campaigns.
Compare
Turn on Compare to compare the selected period with another period.
- Previous period – compares the selected date range with the immediately preceding period of the same length.
- Previous year – compares the selected date range with the corresponding period in the previous year.
When comparison is enabled, changes are displayed alongside applicable metrics and charts.
3 Reading the overview
The Overview section provides a summary of acquisition performance for the selected digital asset.
Unique Visitors
Shows the number of individual visitors recorded during the selected period.
Each visitor is counted once in this metric, regardless of how many sessions they generate during the selected period.
New vs Returning
Shows the proportion of visitors who are new compared with those who have visited previously.
- New – visitors with no previously recorded visit to the selected digital asset.
- Returning – visitors with at least one previously recorded visit to the selected digital asset.
Sessions
Shows the total number of sessions recorded for the selected digital asset during the selected period.
A session groups a visitor's activity together. Activity within 30 minutes of the visitor's previous activity remains part of the same session. After 30 minutes of inactivity, the next activity is counted as a new session.
A visitor can therefore generate more than one session, so the number of sessions can be higher than the number of unique visitors.
Top Channel
Shows the acquisition channel contributing the largest share of sessions during the selected period.
The percentage underneath shows that channel's share of total traffic.
Top Campaign
Shows the tracked campaign associated with the highest number of sessions during the selected period.
Campaign information is based on available UTM campaign attribution.
4 Traffic overview (Trend)
The Traffic overview (Trend) chart shows how traffic changes throughout the selected period.
You can switch between:
- Sessions – shows the number of sessions recorded over time.
- Users – shows the number of users recorded over time.
The chart can display traffic from channels such as:
- Direct Entry
- Search Engines
- Websites
- Campaign
- AI Assistant
- Social Networks
The available channels depend on the traffic recorded for the selected asset.
The Total value shows the combined traffic represented in the chart.
A user may appear across more than one channel during the selected period, so the number of users shown in the trend can be higher than the number of unique visitors.
5 Channel performance
The Channel performance section compares traffic and engagement across acquisition channels.
The table displays:
- Channel – the acquisition channel associated with the traffic.
- Users – the number of users associated with the channel.
- Sessions – the number of sessions associated with the channel.
- % Traffic – the percentage of total sessions represented by the channel.
- Engagement rate – the percentage of sessions attributed to a specific acquisition channel that were classified as engaged. This metric helps compare the quality of engagement generated by different acquisition channels.
Engagement rate = Engaged sessions ÷ Total sessions
An engaged session is a session that lasts more than 10 seconds, includes at least two views, or includes a recorded conversion.
6 Source / Medium performance
The Source / Medium performance section provides a more detailed view of where traffic originated.
Source / Medium
Identifies both the specific traffic source and the broader acquisition channel associated with that source.
Examples can include:
- a search engine / Search Engines
- a referring website / Websites
- an AI platform / AI Assistant
- direct traffic / Direct Entry
The table displays:
- Source / Medium – the source and acquisition channel associated with the traffic.
- Users – the number of users associated with the source / medium.
- Sessions – the number of sessions associated with the source / medium.
- % Traffic – the percentage of total sessions represented by the source / medium.
- Engagement rate – the percentage of sessions attributed to a specific source / medium that were classified as engaged. This metric helps compare the quality of engagement generated by different source / medium.
Engagement rate = Engaged sessions ÷ Total sessions
An engaged session is a session that lasts more than 10 seconds, includes at least two views, or includes a recorded conversion.
7 Campaign performance
The Campaign performance section shows traffic associated with tracked campaigns.
Campaign information is based on available UTM campaign attribution.
The table displays:
- Campaign (UTM_Campaign) – the recorded campaign name.
- Users – the number of users associated with the campaign.
- Sessions – the number of sessions associated with the campaign.
- Conv. rate – the percentage of campaign sessions that resulted in a recorded conversion.
Conversion rate = Conversions ÷ Sessions
A recorded conversion is a completed goal action for the selected digital asset.
8 Entry points / Landing pages
The Entry points / Landing pages section shows the pages through which visitors entered the selected digital asset. This helps identify which pages are most commonly used as starting points.
The table displays:
- Page – the page used as an entry point.
- Sessions – the number of sessions associated with the page.
- Entry rate – the percentage of traffic that entered through that page.
- Engagement rate – the percentage of sessions attributed to a specific entry points that were classified as engaged. This metric helps compare the quality of engagement generated by different entry points.
An engaged session is a session that lasts more than 10 seconds, includes at least two views, or includes a recorded conversion.
9 Users by region
The Users by region section shows how users are distributed geographically.
The table displays:
- Country – the detected country or regional grouping.
- Users – the number of users associated with the location.
- % Users – the percentage of total users represented by the location.
- Engagement rate – the percentage of sessions attributed to a specific country that were classified as engaged. This metric helps measure the level of engagement by different locations.
An engaged session is a session that lasts more than 10 seconds, includes at least two views, or includes a recorded conversion.
10 Channel performance by region
The Channel performance by region section shows the strongest acquisition channel for each location.
The table displays:
- Country – the detected country or regional grouping.
- Top channel – the acquisition channel contributing the most users for that location.
- Users – the number of users associated with the displayed channel and location.
- Engagement rate – the percentage of sessions attributed to a specific region and channel that were classified as engaged.
An engaged session is a session that lasts more than 10 seconds, includes at least two views, or includes a recorded conversion.
11 Exporting dashboard data
Select Export in the top-right corner.
The available export options are displayed in the Export menu.
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