How to Find Top Performing Traffic Sources in Google Analytics

Once you know your top-selling product, you need to find the top traffic source which is responsible for the majority of its sales. Without knowledge of the top traffic source, you cannot do much in terms of improving product sales.

Step-1: Upload this custom report called ‘Product Analysis’ in your main Google Analytics view (if you haven’t already):  

Step-2: Open the custom report.

Step-3: Make sure you set the date range of the report to the last three months.

Step-4: Navigate to the data table which lists your top-selling products.

Step-5: Click on the name of your top-selling product in the data table:

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You should now see the list of all the traffic sources which generated sales for your top-selling products.

Step-6: Sort the data table by the ‘Revenue’ metrics and then take a note of the top 5 traffic sources in terms of website sales:

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From the report above we can conclude that the top traffic source is ‘Google’ and top traffic medium is ‘organic search’.

So if I could improve the performance of organic search i.e. SEO, I could improve the sales of my best selling product further.

At this point I can also choose not to promote this product via PPC, Facebook, or Twitter ads any more, if the sales and ROI have not been good in the last 3 months from these traffic sources.

The point to remember here is, to invest more in the marketing channel which has proved to work and de-invest in the marketing channels which are not working.

That’s the kind of insight you can get once you know your top-performing traffic sources for your top-selling product.

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Himanshu Sharma

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