Acquisition channels

Users from different sources arrive with different expectations and behave in unique ways. Someone who finds you through a Google search has different intent than someone who clicks a social media ad. Understanding these differences helps you optimize each channel and allocate resources effectively:

• Organic search users often have high intent. They're actively looking for a solution to their problem. They might convert at higher rates but could also have higher expectations.
• Paid advertising brings users who might be earlier in their journey. They need more education and nurturing before they're ready to commit.
• Social media traffic tends to be more casual and exploratory.
• Email subscribers have already shown interest and trust.
• Referral traffic quality depends entirely on the referring site's audience and context.

Each channel tells a different story about what users want and how they'll engage with your product. Track metrics beyond just volume. Conversion rate, retention, lifetime value, and support costs all vary by channel. A channel that brings lots of users might not be worth it if those users churn quickly.^[1]