User Acquisition Report (GA4)

The User Acquisition report in Google Analytics 4 (GA4) focuses on how new users first arrived at a website or app. Its user-scoped dimensions describe an initial acquisition source or campaign rather than attributing each later session independently. A lawn care business might use it to explore which channels introduce people who have not previously been identified by that GA4 property. Traffic Acquisition answers a different question by examining session sources, including visits by returning users. Neither report identifies every real person perfectly, and neither confirms that a visitor became a paying customer. Differences in scope explain why the two reports may show different results for apparently similar channel labels.