Acquisition, Behaviour, Conversion

If you use Google Analytics, you might notice that the interface hints towards a particular way of thinking about your data.

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Do you see it?

Acquisition -> Behaviour -> Conversion.

Acquisition: How do users find your website?
Key metric: source/medium of traffic.

Behaviour: Now that they have arrived on your website, what do they do?
Key metric: bounce rate of top landing pages.

Conversion: Does this behaviour result in any revenue or conversions?
Key metric: conversion rate

If you consider another popular analytics guideline, AARRR by DMC, it follows a similar vein. AARRR stands for: Acquisition, Activation, Retention, Referral, Revenue.

In some sense, the Acquisition, Activation and Revenue components of AARRR relate directly to Acquisition, Behaviour and Conversion.

How about Retention and Referral?

There are Retention based reports in Google Analytics already, most notably the Cohort Analysis report (which is still in beta).

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As for referral, this might be harder to track in GA as the referral/viral mechanisms vary from site to site. Perhaps this is where custom event tagging comes into play.

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