Website Analytics: Acquisition, Pages, and Conversions Explained

Overview

Website Analytics pulls data from your Google Analytics 4 (GA4) account into three tabs — Acquisition, Pages, and Conversions & Events. Each tab answers different questions about your website traffic.

Acquisition tab

Answers: Where is my traffic coming from?

The Acquisition tab shows how visitors find your website, broken down by source, medium, campaign, or other dimensions.

What you'll see

• Stat cards — Key metrics at a glance (sessions, users, conversions, bounce rate, etc.). Click a card to select it as the active metric for the chart below.
• Trend chart — A line or bar chart showing the selected metric over time. You can compare two metrics side by side.
• Source/medium table — A detailed breakdown of traffic by dimension. Choose your dimensions (source, medium, campaign, channel group, etc.) from the dropdowns above the table.

Useful features

• Compare metrics — Toggle "Compare metrics" to overlay two metrics on the same chart
• Row selection — Select rows in the table to isolate specific sources in the chart
• Conversion filter — Filter all data to show only specific conversion events (e.g. only "purchase" conversions)
• Metric set selector — Switch between default and e-commerce metric sets

Pages tab

Answers: Which pages are performing best?

The Pages tab shows traffic and engagement data for individual pages on your website.

What you'll see

• Stat cards — Total page views, sessions, users, and other metrics
• Trend chart — The selected metric over time
• Pages table — Each row is a page on your site, showing metrics like page views, sessions, engagement time, and bounce rate

Useful features

• Search for specific pages by URL or title
• Sort by any metric to find your top (or worst) performing pages
• Click a page row to go to its Page Insights for a deep dive

Conversions & Events tab

Answers: How are my conversion events performing?

This tab focuses on the conversion events configured in your GA4 property (like purchases, sign-ups, or form submissions).

What you'll see

• Conversion cards — One card per conversion event, showing the current count with a sparkline trend. Click a card to view that conversion in detail.
• Breakdown selector — View conversions grouped by "All", "Category", or individual "Event"
• Trend chart — Conversions over time, with optional stacking to see how events compare
• Heatmap — Shows when conversions happen by day of week and hour of day
• Source table — Conversions broken down by traffic source/medium, with individual conversion columns

Conversion filter

Use the Conversions dropdown in the filter bar to select specific conversion events (e.g. only "purchase" and "sign_up"). When active:

• All charts, tables, and cards update to show only data for the selected events
• The filter works across both the Conversions tab and the Acquisition tab

"Event Count" vs "Conversions" — why the numbers differ

You may notice Event Count and Conversions show slightly different numbers. Event Count counts every time an event fires (e.g. 3 purchases in one session = 3). Conversions may deduplicate per session depending on how your GA4 property is configured.

Shared features across all tabs

• Date range picker — Set any date range, with an optional comparison period
• Resource selector — Choose which GA4 property to view
• Annotations — Add notes to any date on the charts to mark campaigns, events, or other milestones
• Comparison period — Enable to see period-over-period changes in tables and stat cards
• Shareable URLs — All your filter settings are saved in the URL, so you can share a specific view with colleagues