Question: When you view a User Acquisition Report and a Traffic Acquisition Report, what are the key differences in the information each report will highlight for you?
- A User Acquisition Report shows you the very first campaign/source/medium the user arrived at the site with. And the Traffic Acquisition Report shows you the campaign/source/medium for the session.
- A Traffic Acquisition Report shows you the very first campaign/source/medium the user arrived at the site with. And the User Acquisition Report shows you the campaign/source/medium for the session.
- A User Acquisition Report shows you the very first campaign/source/medium of the session. And the Traffic Acquisition Report shows you the campaign/source/medium of the last touch.
- A Traffic Acquisition Report uses a data-driven attribution model to show you the campaign/source/medium the user arrived at the site with. And the User Acquisition Report shows you the campaign/source/medium of the last touch.
Explanation
User acquisition focuses on the first way a user arrived before becoming an acquired user. It uses first-user dimensions such as first user source, first user medium, and first user campaign. Traffic acquisition focuses on the source, medium, campaign, or channel associated with each session. This distinction separates user-level acquisition from session-level acquisition.
Why the other options are incorrect
A reverses the roles of the two acquisition reports.
B incorrectly describes user acquisition as session-based and traffic acquisition as last-touch reporting.
C incorrectly introduces data-driven attribution and last-touch reporting instead of the report-level acquisition scope.
Source for verification
https://support.google.com/analytics/answer/12937866
https://support.google.com/analytics/answer/11080047
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