Measuring Campaigns and Troubleshooting Traffic Sources

In another moment down went Alice after it, never once considering how in the world she was to get out again.

—Lewis Carroll, Alice’s Adventures in Wonderland

Google Analytics has an entire set of Acquisition reports, dedicated to categorizing users’ sources of traffic to the site. Did they come from a search engine, a link on a social media site, or a paid advertisement? This chapter will look at the data GA gathers about traffic sources and how you can influence those data with settings in GA and tools in GTM.

Traffic Sources in GA

In the first hit in a user’s session, GA looks ...

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