When it comes to using Google Analytics to measure customer acquisition, the first thing you need to know is this: there isn’t only a single right way to do it.
Yes, there are a few principle components involved, and while measuring customer acquisition can be a linear process, it can also be holistic and iterative.
That is, you can make it more holistic by utilizing various features in Google Analytics (as well as combining Analytics with other Google platforms, such as Search Console, Data Studio, and Optimize).
Yesterday, the Google Analytics Twitter channel had a tweet about this subject:
The tweet linked to this video, titled Customer Acquisition Cost: How to Track It and Calculate It:
Here are a few things to note from that video:
So, when it comes to measuring customer acquisition with Google Analytics, you have a few options for doing so.
Source: Google Analytics Twitter channel