How to use Acquisition Device Report in Google Analytics

The very first device (desktop, tablet, or mobile) a website user used to interact with your website is known as the ‘originating device‘. 

The originating device is also known as the ‘Acquisition Device‘ as this is the device through which, you first acquired a user.

Navigate to the ‘Acquisition Device’ reportStep-1: Navigate to the ‘Acquisition Device’ report (under ‘Cross-Device’):

Step-2: Make sure the date range of the report is set to the last 30 days.

Step-3: Scroll down to the data table. The first column of the ‘Acquisition Device’ report list all the Acquisition/originating Devices:

Scroll down to the data table

Step-4: Note down the ‘Revenue from Originating Device’ for each acquisition device:

Note down the ‘Revenue from Originating Device’ for each acquisition device

From the data table above we can conclude the following:

>> Desktop when used as an originating device by your website users resulted in the highest revenue.

>> Mobile when used as an originating device by your website users resulted in the second-highest revenue.

>> Tablet when used as an originating device by your website users resulted in the third-highest revenue.

Step-5: Note down the ‘Revenue from Other devices’ for each acquisition device:

Note down the ‘Revenue from Other devices’ for each acquisition device

Through ‘Revenue from other devices’ metrics you can measure the cross-device impact of your marketing campaigns.

From the data table above we can conclude the following:

>> Mobile users generated maximum sales when they converted on other devices (i.e. devices other than mobiles, like ‘desktop’ and ‘tablet’).

Insight – The cross-device impact of your marketing campaigns is minimal. At this point in time, cross-device tracking and cross-device attribution are not that important for you.  The majority of your target audience don’t seem to change their devices during their purchase journey. 

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Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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