https://analyticsacademy.withgoogle.com/course01/u...

Acquisition report:
1/ how people find your website = find high quality traffic generator
2/ make decision for ad strategy/investment in digital marketing
3/ analyze/compare marketing campaign/channel

1/ channel: possible to customize the default channels in the Channels report and create your own custom channels from scratch
2/ source/medium: identify top-performing source. referral: placed on non-search engine site. ex. Youtube
   > customize source/medium appear in CAMPAIGN TAGGING
   > What makes a good source?
     - check source with highest traffic > but does traffic help you achieve the goal of your site?
     - check if highest traffic source, have high bounce rate in COMPARISION >> this source isn't perform well. > filter source: youtube > 2nd dimension: landing page > identify performance of campaign landing page
     - e-commerce: to check where generate the most of coversion and purchase?
       - Attribute a conversion/sale: AdWords visit -> referral visit -> purchase
         > referral visit get credit for the sales
         >> important for acqusition report, to tell what is assisiting conversion? closing conversion?
     - To see the bounce rate of a specific medium in an Acquisitions report:
       > Change the primary dimension in the Channels report to “Medium” and view the Bounce Rate metric
       > Change the primary dimension in the Source/Medium report to “Medium” and view the Bounce Rate metric
3/ source
4/ medium
5/ keyword

*Campaign report: shows assigned traffic source
1/ AdWords automatically has a campaign assigned, if enable auto-tagging
2/ Non-AdWord campaign must manually assigned by campaign tagging: utm_campaign parameter
3/ if you have same campaign name, segment by source/medium, or Ad Content(name various ad of campaign) > to decide what kind of campaign drive the most value to the site?

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