How To View Revenue By First User Source Medium

Learn how to analyze revenue by first user source/medium in Google Analytics 4 (GA4) to identify effective marketing channels that acquire high-value customers over time.

Understanding Revenue by First User Source/Medium in Google Analytics 4

Tracking revenue by first user source/medium is crucial for understanding which marketing channels are most effective at acquiring valuable customers over their lifetime. Unlike regular source/medium reporting, this analysis reveals which channels bring in users who eventually become high-value customers, even if they convert through different channels later. We’ll show you how to create this insightful report in Google Analytics 4.

Basic Report Structure

• Report Type: Free Form Exploration
• Visualization: Table format
• Primary Dimension: First User Source/Medium
• Metrics: Revenue and related conversion metrics
• Time Range: Last 90 days (recommended starting point)

Steps to Create the Report

1. Open GA4 and navigate to the Explore section
2. Click the Blank template to start a new exploration
3. Under the Dimensions, click the + button and search for First user source / medium, check the checkbox beside it, and click Confirm
4. 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
5. Drag First user source / medium to the Rows section
6. Drag all selected metrics to the Values section
7. In the Filters section, add a filter for Total revenue > 0 to show only revenue-generating sources
8. Set your date range to last 90 days in the report settings
9. Optional: Add a secondary dimension of User medium to compare first touch vs. last touch attribution

Required Dimensions and Metrics

• First user source / medium: Shows the original channel that acquired the user
• Total revenue: Total revenue generated from users first acquired through each channel
• Average revenue per user: Shows which channels bring in high-value customers
• Transactions: Number of purchases from users first acquired through each channel
• Ecommerce conversion rate: Percentage of users from each channel who make a purchase

Actionable Insights from This Report

1. Identify which acquisition channels bring in the highest lifetime value customers and increase investment in these channels
2. Compare first-touch vs. last-touch attribution to understand the full customer journey and optimize marketing spend
3. Find underperforming channels with high acquisition costs but low customer value and adjust strategy accordingly
4. Use conversion rate differences between channels to optimize landing pages for specific traffic sources
5. Identify channels bringing in high-value customers for remarketing campaigns

Answers Similar Questions

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