Browse Analytics
Acquisition dashboard
Acquisition: where do people come from? compares your channels, campaigns and landing pages by how many visits they bring and how good those visits are.
Use it to decide where to spend: which channels bring engaged, converting visitors, what each paid campaign cost per conversion, and which landing pages work.
Good to know
- A visit counts in the one channel its first page view reads, so these tiles count visits as they arrived. Credited conversions look further back, as attribution modelling explains.
- The Campaigns & spend tab needs ad spend uploaded in Kontala, as revenue and campaigns describes. Until then its tiles are empty.
- Conversions read 0 until your confirmation pages and forms have a page or click type.
- The Organic and Direct/Internal switches at the top work as on the Attribution dashboard.
At a glance
Visits, users and conversions by channel, source and campaign, what the ads cost and returned, and where each channel lands people.
- Tabs: 3, Channels, Campaigns & spend and Landing pages
- Charts and numbers: 26
- Built on: the Visits explore, with some tiles on Campaigns, as each says
Filters
The filters across the top apply to every tile they can, unless a tile says it has its own range.
- Date range: the last 30 days, today included.
- Channel: not set when the dashboard opens, so it keeps everything until you pick a value.
- Allowed origin: set to true, so tiles count only the origins your property allows. Clear it to see every origin the tag ran on. It does not apply to 11 tiles on the Channels and Campaigns & spend tabs.
Tabs
Channels
| Tile | Kind | What it shows |
|---|---|---|
| Visits | Number | Visits in range with at least one page view. A visit ends after 30 idle minutes, as a session does. |
| Users | Number | Distinct devices that visited in range. A person on two devices counts twice, and Safari resets its device cookie after 7 days. |
| First-time visitors | Number | Visits that were their device's first, so each new device counts once. Safari resets its device cookie after 7 days, which makes a returning Safari visitor new again. |
| Engagement rate | Number | Visits with two or more page views, or a conversion, as a share of all visits. |
| Conversions | Number | Purchases, leads, demo requests, newsletter signups and trial starts, each kind once a visit: a page typed Order or Form confirmation, or a form sent whose type names one of the other three. Reads 0 until those pages and forms have a type, which Kontala's Shopify pixel gives a Shopify store's orders. |
| Conversion rate | Number | Visits with a purchase, a lead, a demo request, a newsletter signup or a trial start, as a share of all visits. |
Where visits come from
| Tile | Kind | What it shows |
|---|---|---|
| Visits by channel | Stacked columns | Visits by the day they began, stacked by how each arrived. A visit counts in the one channel its first page view reads. |
| Share of visits by channel | Bar chart | Each channel's share of the visits in range. |
Which channels bring engaged and converting visits
| Tile | Kind | What it shows |
|---|---|---|
| Channel scorecard | Table | Each channel's visits, how many were new, how engaged they were and how often they converted. Every figure counts visits as they arrived. |
| Conversion rate against volume | Scatter plot | Each channel at its visits and its conversion rate: to the right is volume, higher up is quality. |
| Conversions by channel: in the visit and credited | Bar chart | Conversions in each channel's own visits, and the same conversions credited by last touch within 90 days, Direct and Internal left out unless the switch includes them. Both add up to the same total. From the Campaigns explore. |
| First-time visitors by channel | Bar chart | Visits that were their device's first, by how they arrived. |
How to read this dashboard
Channel is how each visit arrived, and a visit that arrived directly stays Direct. Credited conversions look further back: a conversion in a Direct or Internal visit is credited to the latest campaign or source that touched the same device within 90 days, an earlier visit's or one that reached it mid-visit, such as a retargeting ad opened in a new tab. Over every channel they add up to Conversions. The Organic and Direct/Internal switches above say which channels a journey holds, as on the Attribution dashboard; they open on how Kontala has always credited.
Engaged means two or more page views, or a conversion. Conversions are purchases, leads, demo requests, newsletter signups and trial starts: a visit reaching a page typed Order confirmation or Form confirmation, by the Page types page or, for a Shopify store's orders, by Kontala's Shopify pixel, or sending a form whose type names one of the other three, by the Click types page, so they read 0 until those pages and forms have a type.
Bot traffic and visitors who declined consent are already excluded, and so is every origin the property does not allow while the filter above says so. Users come from a first-party cookie, which Safari clears after 7 days.
Campaigns & spend
| Tile | Kind | What it shows |
|---|---|---|
| Ad spend | Number | What the ad platforms charged in range, from the files uploaded on the Ad spend page, in the organisation's reporting currency. Only as recent as each platform's last upload. From the Campaigns explore. |
| Paid visits | Number | Visits that arrived from a campaign with uploaded spend. From the Campaigns explore. |
| Credited conversions | Number | Conversions credited to campaigns with uploaded spend: those in their own visits, and those in a direct or internal visit of the same device within 90 days after one. From the Campaigns explore. |
| Cost per conversion | Number | Spend over the conversions credited to campaigns with uploaded spend. From the Campaigns explore. |
| ROAS | Number | Revenue credited to campaigns with uploaded spend, over their spend: 1.00× means revenue equals spend, before the cost of goods. From the Campaigns explore. |
| Spend matched to visits | Number | The share of spend on days its campaign met at least one visit, by campaign id or by source, medium and name. Below 90% usually means the ads' links are not tagged as their files say. From the Campaigns explore. |
Spend and return
| Tile | Kind | What it shows |
|---|---|---|
| Spend and credited revenue by week | Column chart | Ad spend, and the revenue credited to campaigns with uploaded spend, by week. Revenue is dated on the day of its conversion. From the Campaigns explore. |
| ROAS by platform | Bar chart | Revenue credited to each platform's campaigns, over their spend. The line is break-even on revenue. From the Campaigns explore. |
Paid campaigns
| Tile | Kind | What it shows |
|---|---|---|
| Cost and return by campaign · conversions credited to the last touchpoint | Table | Every campaign with uploaded spend: its cost, its own visits, and the conversions and revenue credited to it by last touch within 90 days, its mid-visit ads included. From the Campaigns explore. |
All sources
| Tile | Kind | What it shows |
|---|---|---|
| Source / medium | Table | The 25 sources and mediums with the most visits, with how new, engaged and converting those visits were. |
| Tagged campaigns without spend | Table | Campaigns whose links carry a campaign tag and that have no uploaded spend, with their own visits and the conversions credited to them. From the Campaigns explore. |
About spend and credit
Spend comes from the files uploaded on the Ad spend page, in the organisation's reporting currency, and is only as recent as each platform's last upload.
Each day of spend meets visits by campaign ID (utm_id), or by source, medium and campaign name where the links carry no ID, ignoring letter case.
A paid campaign is one with uploaded spend on any day. Its visits are counted as they arrived. Its credited conversions add the conversions in a Direct or Internal visit of the same device within 90 days after one of its visits or its ads, so a visitor an ad brought on Monday who comes back directly on Wednesday and buys counts for that ad, and so does a retargeting ad a visitor opens in the middle of a visit before buying. Cost per conversion and ROAS use them, and follow the Organic and Direct/Internal switches.
The tiles from spend count visits from allowed origins only, whatever the Allowed origin filter says, because spend has no origin.
Landing pages
From channel to landing page
| Tile | Kind | What it shows |
|---|---|---|
| Where each channel lands people, by page type | Flow | Visits flowing from the channel they arrived by to the type of page they landed on, as the Page types page classifies it. |
Each channel's landing pages
| Tile | Kind | What it shows |
|---|---|---|
| Top landing pages of each channel, as a share of its visits | Table | The five pages most of each channel's visits began on, each as a share of that channel's visits, with how engaged and converting those visits were. |
How each landing page performs
| Tile | Kind | What it shows |
|---|---|---|
| Landing page performance | Table | The 50 pages most visits began on, with how new, engaged and converting those visits were and how far down the page they got. |
About landing pages
Landing page is the first page of a visit, and its type comes from the Page types page. Scroll depth is how far down the landing page the visitor got, on properties that capture scroll; an empty cell is unknown, not zero.