Understanding Revenue by First User Medium in Google Analytics 4
Analyzing revenue by first user medium is crucial for understanding which acquisition channels are driving the most valuable customers over their lifetime. This analysis helps you identify which initial traffic sources bring in customers with the highest long-term value, rather than just looking at last-click attribution. We'll show you how to create this insightful report in Google Analytics 4.Basic Report Structure
- Report Type: Free Form Exploration
- Visualization: Table
- Primary Dimension: First User Medium
- Metrics: Revenue and related conversion metrics
- Time Range: Last 90 days (recommended)
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 First user medium, check the checkbox beside it and click Confirm
- Under the Metrics click the + button and search for Total revenue, Average revenue per user, Transactions, and Ecommerce conversion rate, check the checkboxes beside them and click Confirm
- Drag First user medium to the Rows section of your report
- Drag all selected metrics to the Values section of your report
- In the Filters section, add a filter to exclude "(not set)" values
- Set your date range to Last 90 days in the report settings
- Optional: Add a secondary dimension of First user source for more detailed analysis
Important Dimensions and Metrics
- First user medium: Shows the original channel that brought users to your site
- Total revenue: Total revenue generated from users acquired through each medium
- Average revenue per user: Shows customer value by acquisition medium
- Transactions: Number of purchases from users acquired through each medium
- Ecommerce conversion rate: Percentage of users from each medium who made a purchase
Actionable Insights
- Identify the acquisition medium with the highest average revenue per user and increase investment in that channel
- Compare conversion rates across different mediums to optimize marketing budget allocation
- Look for mediums with high revenue but low conversion rates as opportunities for optimization
- Use insights to adjust your customer acquisition strategy based on long-term value rather than initial conversion costs
Answers Similar Questions
- How to track initial traffic source revenue in GA4
- First touch attribution revenue report GA4
- Revenue by original acquisition channel GA4
- Customer lifetime value by first medium GA4
- Initial traffic source ROI analysis GA4
