When you view a User Acquisition Report and a Traffic Acquisition Report, what are the key differences in the information each report will highlight for you?

Analysis of Correct Answer(s)

The fundamental difference between these two reports is the scope of attribution—whether it's at the user level or the session level.

• The User Acquisition Report focuses on the first interaction. It attributes all of a user's activity to the campaign, source, and medium that first brought them to your website or app. This report helps you understand which channels are most effective at acquiring new users. The primary dimensions are "First user" scoped (e.g., First user source / medium).

• The Traffic Acquisition Report focuses on the session level. It reports the campaign, source, and medium that initiated a specific visit. This is useful for analyzing the performance of recent marketing efforts and understanding what drives individual sessions, including those from returning users. The primary dimensions are "Session" scoped (e.g., Session source / medium).

Analysis of Incorrect Options

• The other options misrepresent the core function of each report.
• One option incorrectly reverses the definitions.
• Other options introduce terms like last touch or specific attribution models. While these are relevant GA4 concepts, the defining characteristic of these two acquisition reports is their specific focus on either the first user interaction or the session interaction, not a particular conversion attribution model.