Multi-channel traffic acquisition analysis
Use case: Comparing the engagement of two channels to optimize your strategy
In summary
What you can do: Analyze and compare the performance of your content according to their acquisition channels (social, paid, direct, referral) to optimize your overall marketing mix
For whom: Content managers, traffic managers and marketing managers who run a multi-channel strategy and want to understand the contribution of each traffic source
Why it's useful: Identify your top-performing channels in terms of engagement and conversion to redirect your marketing efforts where they are most profitable
What this changes for you
Your content attracts visitors from multiple channels: SEO, social media, paid campaigns, partner sites... But juggling between Facebook Ads, Google Ads, and Analytics to compare the traffic quality from each source quickly becomes tedious and time-consuming.
Semji centralizes all your acquisition metrics in a unified interface. You finally have a clear comparative view to identify your best-performing channels and readjust your marketing strategy.
Concrete result: you identify in just a few clicks which channels generate your most engaged visitors, optimize your marketing budget, and focus your efforts on the sources that convert best.
Multi-channel traffic acquisition analysis
Step 1: Navigate between different acquisition channels
First step: access the multi-channel view. In the "Channel Analysis" section, you discover the tabs representing your different traffic sources: Organic Search, Paid, Direct, Social, Referral, AI Search, and Other.
Why this segmentation is crucial: Each channel attracts visitors with different intentions. Organic visitors actively search for your content, social visitors are more in exploration mode, and direct visitors already know your brand. This segmentation allows you to adapt your analysis to each context.
Available data: For each channel, you have access to engagement metrics (sessions, duration, bounce rate), conversion, and temporal evolution. The interface automatically adapts according to the selected channel.
Step 2: Analyze a specific channel in detail
Understanding channel metrics
Let's take the example of the "Social" channel to illustrate the in-depth analysis of an acquisition channel. Click on the "Social" tab to access the specific metrics:
Sessions: Total number of visits from social networks. This metric reveals the scope of your social audience and the effectiveness of your posts in generating traffic.
Average session duration: Average amount of time spent by social visitors on your site. A long duration (over 2 minutes) indicates that your content matches the expectations of your social audience.
Bounce rate: Percentage of social visitors who leave after viewing only one page. A bounce rate above 70% may indicate a disconnect between your social posts and the destination content.
Pages per session: Average number of pages viewed per visit. This metric reveals the engagement and curiosity of your social audience for your content.
Interpreting engagement signals
Positive signals: High session duration + low bounce rate = qualified audience that finds value in your content
Warning signals: High bounce rate + low duration = possible disconnect between social promise and delivered content
Opportunities: High sessions + average engagement = potential to optimize the user journey
Step 3: Compare performance between channels
Analyze your data in comparative mode. To identify your best-performing channels, navigate between the "All", "Organic Search", "Social", "Paid", etc. tabs, observing the same metrics.
[Capture d'écran montrant la comparaison entre canaux]
The comparative table reveals to you: Sessions per channel, their evolution, and their relative contribution to your overall traffic. Use the toggle between "Over a period" view and "Distribution by channel" to alternate between temporal analysis and volume distribution.
Key metrics to compare:
- Session volume: Which channel generates the most traffic?
- Engagement quality: Which channel best retains attention?
- Conversion rate: Which channel best converts your visitors?
Advanced features: Sort by decreasing performance to quickly identify your champion channels, or use temporal filters to observe the seasonal evolution of each channel.
Use case: Comparing the engagement of two channels to optimize your strategy
Concrete scenario: You invest time on social media and budget in SEO, but you want to know which one generates more engaged visitors to readjust your priorities.
4-step method:
- Analyze the "Organic Search" channel: Note the average session duration and bounce rate. Typical example: 3 min 30 s duration, 45% bounce rate.
- Switch to "Social": Compare the same metrics. Example: 1 min 45 s duration, 65% bounce rate.
- Interpret the gap: In this example, organic traffic is more engaged - logical since these visitors were actively searching for your type of content.
- Adjust your strategy: To improve social engagement, create content specifically adapted to social networks or develop landing pages dedicated to social traffic.
Optimization example: If your social traffic has a bounce rate of 70% vs 45% for organic, test different content formats on social media (videos, carousels) or create more targeted hooks to better qualify your social audience.
Results tracking: Measure the impact of your adjustments by comparing the evolution of engagement metrics 4-6 weeks after optimization.
FAQ
Why do certain channels display different metrics? We have two groups of metrics: Search Console metrics (clicks, impressions, CTR) available only for "Organic Search" and "AI Search", and Analytics metrics (sessions, conversions, revenue) available for all channels. The interface automatically switches to compatible metrics based on the selected channel.
What exactly does the "Other" channel represent? The "Other" channel groups all traffic sources that don't correspond to the main categories (newsletter, mobile applications, QR codes, etc.). If this channel represents more than 15% of your traffic, it may be interesting to investigate these sources in your main Analytics tool.
Can I see the detail of sources within a channel? Yes, for the "Organic Search" and "AI Search" channels, you can see the breakdown by source (Google, Bing for organic; ChatGPT, Perplexity for AI). This granularity helps you identify the best-performing search engines for your content.
Optimize your marketing mix through multi-channel analysis
You now master the comparative analysis of your acquisition channels. Focus your efforts on the most engaging channels and adjust your content according to each audience to optimize your marketing ROI.
Our recommendation: Perform this analysis bi-monthly. Focus on improving 1-2 priority channels rather than spreading your efforts thin.
Next step: Now discover how to measure the business impact of your content with conversion and revenue tracking.
➡️ Guide 4: Track engagement, conversions and revenue from your content
Measure the real business impact of your content strategy