Understanding Revenue by Traffic Source in Google Analytics 4
Analyzing revenue by source is crucial for understanding which marketing channels drive the most value for your business. This insight helps optimize marketing spend, identify high-performing channels, and make data-driven decisions about resource allocation. We'll show you how to create this essential report in Google Analytics 4.Basic Report Structure
- Report Type: Free Form Exploration
- Primary Dimension: Session source/medium
- Secondary Dimension: Session campaign
- Metrics: Total revenue, Transactions, Average order value
- Visualization: Table format with optional bar chart
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 Session campaign, check the checkbox beside them and click Confirm
- Under the Metrics click the + button and search for Total revenue, Transactions, and Average order value, check the checkboxes and click Confirm
- Drag Session source/medium to the Rows section
- Drag Total revenue, Transactions, and Average order value to the Values section
- Optional: Add Session campaign as a secondary dimension by dragging it below Session source/medium in the Rows section
- Set your desired date range in the report settings
- Click the Sort button to arrange by Total revenue in descending order
Important Dimensions and Metrics
- Session source/medium: Shows where your traffic comes from (e.g., google/cpc, facebook/organic)
- Session campaign: Identifies specific marketing campaigns driving revenue
- Total revenue: The total monetary value generated from each source
- Transactions: Number of completed purchases from each source
- Average order value: Average purchase amount per transaction by source
Actionable Insights
- Identify your highest-revenue generating channels and increase investment in these areas
- Compare average order values across sources to understand which channels bring high-value customers
- Analyze underperforming channels and either optimize or reallocate budget to better-performing sources
- Use campaign data to determine which specific marketing initiatives drive the most revenue
- Monitor trends over time to identify seasonal patterns in channel performance
Answers Similar Questions
- How to track revenue sources in GA4
- Google Analytics 4 revenue attribution report
- GA4 revenue by channel report setup
- Track marketing channel revenue GA4
- Google Analytics 4 revenue source comparison
