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All lessons in Digital and Web Analytics Lesson 6.3 of 32

Module 1: Introduction to Digital Analytics

  1. 1.1What is digital analytics?
  2. 1.2The four types of analytics
  3. 1.3Connecting analytics to business objectives and KPIs

Module 2: Analytics Data and Measurement Planning

  1. 2.1How to build a measurement plan
  2. 2.2Key metrics for each marketing channel
  3. 2.3Data sources, collection, and data quality
  4. 2.4Segmentation and personalization

Module 3: Web Analytics Fundamentals

  1. 3.1Users, sessions, page views, and events
  2. 3.2Traffic sources, channels, and UTM parameters
  3. 3.3Landing pages and user behavior
  4. 3.4Engagement metrics and conversion metrics
  5. 3.5Reading reports, trends, and anomalies

Module 4: Analytics Tools and Platforms

  1. 4.1Google Analytics 4 fundamentals
  2. 4.2Google Search Console performance data
  3. 4.3Adobe Analytics overview
  4. 4.4Tag management and tracking implementation
  5. 4.5Connecting tools and choosing the right stack

Module 5: Conversion Funnels and Optimization

  1. 5.1What is a conversion?
  2. 5.2Conversion funnels and drop-off points
  3. 5.3How to calculate conversion rate
  4. 5.4Prioritizing conversion improvements
  5. 5.5Introduction to A/B testing

Module 6: Digital Marketing Performance Analysis

  1. 6.1Measuring SEO and paid advertising performance
  2. 6.2Social, content, and landing page performance
  3. 6.3Comparing acquisition channels
  4. 6.4Evaluating campaigns and avoiding vanity metrics

Module 7: Reporting, Visualization, and Insights

  1. 7.1Building a marketing performance report
  2. 7.2Data visualization and dashboards
  3. 7.3Comparing periods and benchmarking
  4. 7.4Turning data into actionable recommendations

Module 8: Analytics Projects and Practical Assessment

  1. 8.1Analytics case study: Isla Coffee Co.
  2. 8.2Final assessment: digital analytics case study

Comparing acquisition channels

Covered here

  • How to compare channels on shared outcomes
  • How to read a channel comparison table
  • How attribution models change the picture

Short answer

Compare marketing channels on the same outcome metrics, such as conversions, conversion rate, and cost per acquisition, not on each platform's own metrics. The best channel depends on your goal: efficiency, scale, or new customers. Remember that attribution models, like data-driven or last-click, can change which channel looks best.

A channel comparison

ChannelSessionsConversionsConv. rateCost (₱)CPA (₱)
Organic search8,0002403.0%Content cost
Paid search4,0001604.0%80,000500
Paid social6,000601.0%60,0001,000
Email1,500906.0%5,00056

Email is the most efficient but limited in volume. Paid social is expensive per conversion. Paid search delivers scale at a reasonable CPA. The right answer depends on the goal: efficiency, scale, or new customers.

Attribution changes the ranking

GA4’s default data-driven model shares credit across touchpoints. Last-click gives all credit to the final one. Social and content often look weaker under last-click because they work earlier in the journey.

Try it: move ₱20,000

Quick quiz

1. Which channel has the lowest CPA in the table?
2. Under last-click, which channels often look weaker?

Your action

Key terms

Acquisition channel
A route visitors use to reach you.
Attribution model
Rules that assign conversion credit.
Last-click
A model giving all credit to the final touchpoint.
Data-driven attribution
GA4's default model that shares credit by data.

Questions beginners ask

Which attribution model should I use?

GA4's data-driven model is the default and a sound choice for most.

Why is organic CPA blank?

Organic has no click cost, but content and SEO work still cost time and money.

Related lessons

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