Which type of analytics report would you use for campaign performance analysis?

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Using a Traffic Sources report is ideal for campaign performance analysis because it provides insights into how users are arriving at your website. This report breaks down the traffic into different sources such as organic search, direct visits, referral traffic, and campaigns—specifically highlighting the performance of campaigns with UTM parameters. By analyzing the Traffic Sources report, you can assess which marketing strategies or channels are driving the most traffic and conversions, and understand the effectiveness of your campaigns in terms of generating user engagement and achieving your marketing goals.

The other types of reports serve different purposes. For instance, while Top Events can measure specific interactions on your site, they don't provide a comprehensive view of how users found your site. Landing Pages report emphasizes the pages users enter upon landing, which may show engagement on specific pages but lacks direct insights into the sources driving that traffic. Behavior Flow focuses on user navigation and paths through your site, helping analyze user engagement post-landing but not how they arrived there in the first place. Thus, when evaluating campaign performance specifically, the Traffic Sources report is the most relevant choice.

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