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Revenue by Traffic Source

Analyze which traffic sources drive the most revenue - compare channels, calculate ROI, and optimize marketing spend.

revenuesourcesattributionroi
Last updated: January 15, 2025
Pro Plan

Understand which traffic sources generate actual revenue. Make data-driven decisions about where to invest your marketing budget.

Revenue by Source Report

Accessing the Report

  1. Go to Analytics → Revenue
  2. Click "By Source" tab
  3. View source breakdown

Report Overview

SourceRevenueTransactionsAOV% of Total
Organic Search$28,400215$13238%
Direct$18,200180$10124%
Email$12,80095$13517%
Paid Search$8,50078$10911%
Social$4,10045$915%
Referral$3,50032$1095%

Key Metrics

Revenue Metrics

MetricDescription
Total RevenueSum of all revenue from source
TransactionsNumber of purchases
AOVAverage Order Value
Revenue Share% of total revenue
Revenue per SessionRevenue / sessions

ROI Metrics

MetricDescription
ROASReturn on Ad Spend
CPACost per Acquisition
ROI %Return on Investment
MarginRevenue minus cost

Analyzing Sources

Free traffic from search engines:

  • No direct cost
  • Highest volume for most sites
  • SEO investment matters

Optimize by:

  • Track keyword performance
  • Monitor ranking changes
  • Invest in content

Google Ads, Bing Ads:

  • Direct ROI measurement
  • Easy to scale
  • Competitive costs

Optimize by:

  • Compare ROAS across campaigns
  • Adjust bids for profitability
  • Test ad creative

Email

Newsletter and campaigns:

  • Low cost, high ROI
  • Existing audience
  • Controlled timing

Optimize by:

  • Segment by revenue
  • Test send times
  • Personalize content

Social

Organic and paid social:

  • Brand building
  • Lower direct conversion
  • Assists other channels

Optimize by:

  • Track assisted conversions
  • Compare platforms
  • Measure engagement value

Direct

No referrer information:

  • Bookmarks, typed URLs
  • Some untracked sources
  • Brand strength indicator

Referral

Links from other sites:

  • Partnership value
  • Content marketing ROI
  • Backlink quality

ROI Calculation

ROAS Formula

ROAS = Revenue / Ad Spend

Example:
Revenue from Google Ads: $8,500
Ad Spend: $2,000
ROAS: $8,500 / $2,000 = 4.25x

ROI Formula

ROI = (Revenue - Cost) / Cost × 100

Example:
Revenue: $8,500
Cost: $2,000
ROI: ($8,500 - $2,000) / $2,000 × 100 = 325%

Comparing Channels

ChannelSpendRevenueROASROI
Google Ads$2,000$8,5004.25x325%
Facebook$1,500$4,1002.73x173%
Email$200$12,80064x6,300%

Source Drill-Down

By Campaign

Click any source to see campaigns:

CampaignRevenueSpendROAS
Brand Terms$4,200$40010.5x
Product Terms$3,100$1,2002.58x
Competitor Terms$1,200$4003.0x

By Landing Page

See which pages convert:

Landing PageRevenueConv Rate
/products/main$12,4004.2%
/sale$8,2005.8%
/blog/guide$2,1001.1%

By Geography

Revenue by region:

CountryRevenue%
United States$52,00070%
United Kingdom$8,20011%
Canada$5,5007%

Attribution Models

Compare Models

View revenue under different models:

SourceLast TouchFirst TouchLinear
Organic$28,400$32,100$30,200
Direct$18,200$12,400$15,300
Email$12,800$8,500$10,650

Insights from Comparison

From the above:

  • Organic drives discovery AND closing
  • Direct inflated by closing existing journeys
  • Email undervalued by last-touch

Choosing a Model

ModelBest For
Last TouchDirect response
First TouchAwareness campaigns
LinearMulti-touch journeys

Time Analysis

View revenue over time:

  • Daily trends
  • Weekly patterns
  • Monthly performance

Day of Week

DayRevenue%
Monday$12,40016%
Tuesday$11,20015%
Wednesday$10,80014%
Thursday$11,50015%
Friday$13,10017%
Saturday$9,20012%
Sunday$7,30010%

Time of Day

Peak revenue hours for scheduling.

Segment Analysis

By Device

DeviceRevenueAOVRate
Desktop$48,500$1183.2%
Mobile$21,200$891.8%
Tablet$5,800$1052.1%

By New vs Returning

TypeRevenueAOV
New$32,000$95
Returning$43,500$145

Custom Segments

Enterprise Plan

Create custom views:

  • High-value customers
  • Geographic regions
  • Product categories

Optimization Strategies

Based on Data

FindingAction
High ROAS channelIncrease budget
Low ROAS channelOptimize or reduce
High revenue, low visitsScale the channel
High visits, low revenueImprove conversion

Budget Allocation

Example reallocation:

ChannelCurrentOptimal
Google Ads$2,000$2,500 (+25%)
Facebook$1,500$1,000 (-33%)
Email$200$400 (+100%)

Testing

A/B test to optimize:

  • Landing pages by source
  • Offers by channel
  • Creative by platform

Exporting Data

Export Options

  1. Go to Revenue by Source
  2. Click "Export"
  3. Choose format (CSV, Excel)
  4. Download

Scheduled Reports

Scale Plan

Automate delivery:

  1. Set up report
  2. Choose frequency
  3. Add recipients
  4. Receive via email

Best Practices

Regular Review

FrequencyAction
DailyCheck for anomalies
WeeklyReview channel performance
MonthlyAdjust budgets
QuarterlyStrategic review

Track Consistently

  • Use UTM parameters
  • Standard naming conventions
  • Document channel definitions

Consider Full Picture

Don't just look at last-touch:

  • Review multiple models
  • Consider assisted conversions
  • Factor in LTV

Next Steps

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