What is INP by acquisition channel
INP by acquisition channel shows the Interaction to Next Paint (INP) value across different acquisition channels (e.g. Direct, Organic, Referral, Custom UTM). This lens helps you identify which traffic sources lead to the slowest user interactions on your website.
It only includes acquisition channels that generated traffic during the selected period.
INP is part of the Core Web Vitals and captures how responsive your site feels - it measures the time between a user interaction and the next visual update (like a button click that causes a change). The slower it is, the more frustrating your site feels.
Healthy INP by acquisition channel sample
Should you worry
A healthy INP by acquisition channel lens looks all green. Some acquisition channels may be slightly better than others, but as long as none are yellow or red, the experience is considered responsive. The greener the channel, the faster the perceived interactivity.
Unhealthy INP by acquisition channel sample
In the example below, INP by acquisition channel shows that Direct traffic is both the most common and the one with the slowest interactions. That could mean return visitors are hitting bloated pages, or it may point to technical debt in areas not optimized for performance.
This often leads to more frustration, rage clicks, and lower conversion rates - especially on high-intent traffic sources.
Resolving unhealthy INP by acquisition channel
Go-to action plan to resolve an unhealthy INP by acquisition channel:
Ask Uxi to analyze your INP by acquisition channel values and suggest improvements.
Use Filters to isolate the slowest acquisition channel, and then check other INP lenses (like by page, device, or browser) to get deeper insight.
Simulate INP of the suspected lens to see if fixing it will resolve the INP by acquisition channel. If yes, this is where the resolution focus should be.
Use an automated INP optimization tool like INProve to improve your INP by acquisition channel values.
Once you’ve improved INP, set an alert to be the first to know if it starts worsening again.
Try it yourself
Discover how your website performs with real user data.