Understanding Revenue by Ad Source in Google Analytics 4
Tracking revenue by advertising source is crucial for measuring ROI and optimizing marketing spend. This analysis helps businesses understand which advertising channels generate the most revenue, enabling better budget allocation and campaign optimization. We'll show you how to create this essential report in Google Analytics 4 to make data-driven decisions about your advertising investments.Basic Report Structure
- Report Type: Free Form Exploration
- Visualization: Table format with optional bar chart
- Primary dimension: Session source / medium
- Secondary breakdown: Campaign (optional)
- Key metrics: Total revenue, Transactions, Average order value
- Time comparison: Enable period comparison for trend analysis
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 / medium and Campaign, check the checkbox beside them and click Confirm
- Under the Metrics click the + button and search for Total revenue, Transactions, and Average purchase revenue, check the checkbox beside them and click Confirm
- Drag Session source / medium to the Rows section
- Drag Total revenue, Transactions, and Average purchase revenue to the Values section
- Add a filter to exclude direct traffic by clicking the + in the Filters section
- Set your desired date range in the report settings
- Optional: Add Campaign as a secondary dimension for deeper analysis
Important Dimensions and Metrics
- Session source / medium: Shows the origin of your traffic combined with the advertising medium
- Campaign: Identifies specific marketing campaigns driving traffic
- Total revenue: Shows total revenue generated from each source
- Transactions: Number of completed purchases from each source
- Average purchase revenue: Average order value per source
Actionable Insights
- Identify your highest-ROI advertising channels and increase investment in these areas
- Spot underperforming ad sources that may need optimization or budget reduction
- Compare average order values across sources to identify which channels bring higher-value customers
- Use the data to set performance benchmarks for new advertising campaigns
- Analyze seasonal trends in ad performance to optimize timing of ad spend
Answers Similar Questions
- How to track advertising revenue in GA4
- Google Analytics 4 marketing channel revenue report
- GA4 revenue attribution by source
- Track ROI by marketing channel in Google Analytics
- How to see which ads make the most money in GA4
