Why Track Revenue by Source in Google Analytics 4?
Understanding which traffic sources generate the most revenue is crucial for optimizing your marketing budget and improving ROI. By analyzing revenue by source in Google Analytics 4, you can identify your most profitable marketing channels, allocate resources more effectively, and make data-driven decisions about where to invest your marketing efforts. We'll show you how to create a comprehensive revenue by source report in GA4.Basic Report Structure
- Report Type: Free Form Exploration
- Visualization: Table format with source dimensions and revenue metrics
- Time Range: Last 28 days (adjustable)
- Comparison: Optional period-over-period comparison
- Segmentation: All Users (can be filtered by specific user segments)
Steps to Create the Report
- Open GA4 and navigate to Explore section
- Click the Blank template to start a new exploration
- Under the Dimensions click the + button and search for Session source, Session medium, and Session source/medium, check the checkbox beside them and click Confirm
- Under the Metrics click the + button and search for Total revenue, Average purchase revenue, and Transactions, check the checkbox beside them and click Confirm
- Drag Session source/medium to the Rows section
- Drag Total revenue, Average purchase revenue, and Transactions to the Values section
- Click the Settings icon and set your desired date range
- Optional: Add a filter to exclude internal traffic
- Click the Summary tab name and rename it to "Revenue by Source"
Required Dimensions and Metrics
- Session source: Shows where your traffic originated (e.g., google, facebook)
- Session medium: Indicates the marketing medium (e.g., cpc, organic)
- Session source/medium: Combined view of both source and medium
- Total revenue: Shows total revenue generated from each source
- Average purchase revenue: Indicates average order value by source
- Transactions: Number of completed purchases from each source
Actionable Insights
- Identify your highest-revenue generating sources and increase investment in these channels
- Compare average purchase values across sources to optimize pricing and promotional strategies
- Analyze sources with high transaction counts but low average order values for upselling opportunities
- Identify underperforming sources and either optimize or reallocate budget to better-performing channels
- Use source/medium combinations to refine targeting and messaging for specific marketing campaigns
Answers Similar Questions
- How to see which traffic sources make the most money in GA4
- Track sales by marketing channel in Google Analytics
- GA4 revenue attribution by source
- How to measure marketing channel performance in GA4
- Google Analytics 4 revenue source reporting guide
