# Guide for marketers

This guide is for marketers who want answers from their own site's behaviour.

## Start with the dashboards

Open **Analytics** and start with the **Overview**.
Then go to the dashboard for your question:

- **Acquisition** for where visitors come from, by channel, campaign and landing page.
- **Conversion** for whether visitors do what you want, and which funnel steps lose them.
- **Attribution** for which channels get the credit.
- **Trend and anomaly** for what changed this week, and why.

See [Dashboards](/docs/analytics/dashboards) for all nine.

## Tag your campaigns

Add UTM parameters to every ad and campaign link, with the campaign id in `utm_id`.
Kontala keeps them, and the click ids ad platforms add, and sorts every visit into a channel.
See [Revenue and campaigns](/docs/data-capture/revenue-and-campaigns).

## Upload your ad spend

Upload spend exports from Google Ads, Meta Ads, Microsoft Ads or TikTok Ads on the **Ad spend** page.
Analytics then shows cost per visit and cost per conversion next to each campaign.

## See where visitors struggle

Ask an admin to turn on **Friction** for your property.
The Product and app usage dashboard then shows rage clicks, dead clicks, errors, quick backs and page speed.
See [Struggle signals](/docs/data-capture/struggle-signals).

## Ask your own questions

If you are a member or an admin, you can build your own charts from the explores.
See [how explores, dimensions and metrics work](/docs/analytics/explores-dimensions-and-metrics), then [Explore and visualise](/docs/analytics/explore-and-visualise).