Understanding Revenue by Marketing Tactic in Google Analytics 4
Tracking revenue by manual marketing tactics is crucial for businesses that want to measure the effectiveness of their various marketing initiatives, especially those that can't be automatically tracked. This analysis helps identify which marketing efforts generate the highest return on investment and guides future marketing strategy decisions. We'll show you how to create this report in Google Analytics 4 to gain valuable insights into your marketing performance.Basic Report Structure
- Report Type: Free Form Exploration
- Primary Dimension: Manual Marketing Tactic (Custom Dimension)
- Metrics: Revenue and Transaction metrics
- Visualization: Table format with optional bar chart
- Time Range: Customizable (recommended: last 30 days)
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 your custom dimension Marketing_Tactic, check the checkbox beside it and click Confirm
- Under the Metrics click the + button and search for Total Revenue, Transactions, and Average Purchase Revenue, check the checkboxes and click Confirm
- Drag Marketing_Tactic to the Rows section
- Drag Total Revenue, Transactions, and Average Purchase Revenue to the Values section
- Click the Settings icon and set your date range
- Optional: Add a bar chart visualization by clicking the '+' in the Tab section
- Save your exploration with a descriptive name
Required Dimensions and Metrics
- Marketing_Tactic (Custom Dimension): Identifies the specific marketing initiative
- Total Revenue: Shows total revenue generated from each tactic
- Transactions: Number of sales from each marketing tactic
- Average Purchase Revenue: Average order value per tactic
Actionable Insights
- Identify top-performing marketing tactics by revenue and allocate more budget to these channels
- Compare average purchase values across tactics to identify which methods attract higher-value customers
- Analyze low-performing tactics and either optimize or reallocate resources
- Use transaction counts to determine conversion efficiency of each tactic
- Track seasonal variations in tactic performance to optimize timing of future campaigns
Answers Similar Questions
- How to measure marketing campaign revenue in GA4
- Track marketing ROI by channel in Google Analytics
- GA4 marketing performance tracking setup
- Revenue attribution by marketing tactic Google Analytics
- How to analyze marketing campaign performance in GA4
