This post was originally published in October 2024. It was reviewed in August 2026.

How do people get to your website? 

Are your marketing initiatives—both organic/owned and paid—driving users to the website? 

Is that traffic engaging with your content, spending time and exploring or viewing multiple pages? 

And are they converting? 

Google Analytics’ Acquisition reports can provide a wealth of information to help answer all of these questions, but there is one thing you must do to these reports’ usefulness: consistent use of UTM tracking URLs across any organic or paid placements. 

But let’s back up…