How To View Revenue By Source

Learn how to effectively view and analyze revenue by source in Google Analytics 4, allowing you to identify high-performing marketing channels and optimize your business decisions.

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

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 Session source/medium and Session campaign, check the checkbox beside them and click Confirm
4. Under the Metrics, click the + button and search for Total revenue, Transactions, and Average order value, check the checkboxes and click Confirm
5. Drag Session source/medium to the Rows section
6. Drag Total revenue, Transactions, and Average order value to the Values section
7. Optional: Add Session campaign as a secondary dimension by dragging it below Session source/medium in the Rows section
8. Set your desired date range in the report settings
9. 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

1. Identify your highest-revenue generating channels and increase investment in these areas
2. Compare average order values across sources to understand which channels bring high-value customers
3. Analyze underperforming channels and either optimize or reallocate budget to better-performing sources
4. Use campaign data to determine which specific marketing initiatives drive the most revenue
5. Monitor trends over time to identify seasonal patterns in channel performance

Answers Similar Questions

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4. Track marketing channel revenue GA4
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