A marketing manager wants to understand which of their recent campaigns are most effective at bringing new users to their website for the very first time. They need to identify the original marketing channels for these first-time visitors. Which standard report in Google Analytics is specifically designed to answer this question?
- The Traffic Acquisition Report
- The Monetization Report
- The Engagement Overview Report
- The User Acquisition Report
Explanation
The User acquisition report is designed to show how new users first found a website or app. It uses first-user traffic-source dimensions, which identify the original source, medium, or campaign associated with a user’s first visit. This makes it the correct report for evaluating campaigns that bring in first-time visitors. The report supports acquisition analysis at the user scope rather than the session scope.
Why the other options are incorrect
Monetization Report is incorrect because it focuses on revenue-related activity, not first-user acquisition.
Traffic Acquisition Report is incorrect because it focuses on session-level traffic sources, not the original source for new users.
Engagement Overview Report is incorrect because it summarizes user engagement activity, not first-time acquisition channels.
Source for verification
https://support.google.com/analytics/answer/12922540
https://support.google.com/analytics/answer/14731736