Understanding Revenue by Page Referrer in Google Analytics 4
Tracking revenue by page referrer is crucial for understanding which external sources drive the most valuable traffic to your website. This analysis helps optimize marketing spend, identify high-performing referral partners, and discover untapped revenue opportunities. We'll show you how to create this insightful report in Google Analytics 4 to make data-driven decisions about your marketing channels.Basic Report Structure
- Report Type: Free Form Exploration
- Visualization: Table format
- Primary dimension: Page referrer
- Secondary dimensions: Optional - Session source/medium
- Metrics: Revenue-related measurements
- Time comparison: Optional 2-period 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 Page referrer 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 checkboxes and click Confirm
- Drag Page referrer to the Rows section of your report
- Drag Total revenue, Average purchase revenue, and Transactions 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 Session source/medium as a secondary dimension for deeper insights
Important Dimensions and Metrics
- Page referrer: Shows the full URLs of external pages that sent traffic to your site
- Session source/medium: Provides context about the traffic source category
- Total revenue: Shows the total revenue generated from each referrer
- Average purchase revenue: Indicates the average order value from each referrer
- Transactions: Shows the number of purchases from each referrer
Actionable Insights
- Identify top-performing referral partners and consider expanding these relationships
- Analyze referrers with high average order values to understand what makes these visitors more valuable
- Spot underperforming referral sources that might need relationship improvement or removal
- Use the data to negotiate better terms with affiliate partners based on actual revenue generation
- Discover new potential partnership opportunities from unexpected high-value referrers
Answers Similar Questions
- How to see which websites generate the most sales
- Track revenue sources by referring website GA4
- Measure referral traffic revenue in Google Analytics
- GA4 referral source revenue tracking
- How to analyze referring domains by revenue
