Understanding Revenue by Source Platform in Google Analytics 4
Tracking revenue by source platform is crucial for understanding which marketing channels drive the most value for your business. This analysis 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
- Visualization: Table format with optional bar chart
- Primary dimension: Source Platform
- Metrics: Revenue-related measurements
- Time comparison: Optional month-over-month or year-over-year 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, Session medium, and Session campaign, 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 checkbox beside them and click Confirm
- Drag Session source 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 if needed by clicking the + in the Filters section
- Set your desired date range in the report settings
- Optional: Add a comparison date range to see period-over-period performance
Important Dimensions and Metrics
- Session source: Shows where your traffic originated from
- Session medium: Indicates the category of the source (CPC, organic, referral, etc.)
- Session campaign: Displays specific campaign names
- Total revenue: Shows total revenue generated from each source
- Average purchase revenue: Indicates the average order value by source
- Transactions: Shows the number of completed purchases
Actionable Insights
- Identify your highest-revenue generating platforms and increase investment in these channels
- Compare average purchase values across platforms to optimize pricing and promotional strategies
- Analyze platforms with high transaction counts but low average order values for upselling opportunities
- Review underperforming sources and either optimize or reallocate budget to better-performing channels
- Use the data to set platform-specific ROI targets and KPIs
Answers Similar Questions
- How to see which marketing channels make the most money in GA4
- Track revenue by traffic source Google Analytics 4
- GA4 revenue attribution by channel
- Compare marketing channel revenue in Google Analytics
- How to measure ROI by source in GA4
