How to use Channels Report in Google Analytics

In Google Analytics, a channel or a marketing channel is a group of several traffic sources with same medium.

For example ‘organic search’ is a marketing channel. 

It can be made up of following traffic sources with same medium called ‘organic’:

  1. google (as in google / organic)
  2. yahoo (as in yahoo / organic)
  3. bing (as in bing / organic)
  4. aol (as in aol / organic) etc

 

Step-1: Navigate to the ‘Channels’ report:

Step-2: Make sure the date range of the report is set to the last three months.

Step-3: Click on the ‘Ecommerce’ tab of the report:

Step-4: Scroll down to the data table and take a note of all the marketing channels in terms of generating traffic to the website: 

For example, from the data table above we can conclude the following:

>> Majority of website traffic (57%) came from organic search followed by direct traffic (15%), referral (13%), social media (4%), other (3%), Paid Search (2.92%), Affiliates (2.54%) and Display (2%). 

 

Step-5: Sort the data table by ‘Revenue’ metrics and take a note of all the marketing channels in terms of generating website sales: 

Step-6: Calculate the per user value for each marketing channel. For example, 

Every person who visited the website from organic search marketing channel is worth = $8,751.78 / 92,171 = $0.09

Every person who visited the website from Paid search marketing channel is worth = $1,296.13 / 4,719 = $0.27

Every person who visited the website from referral marketing channel is worth = $467.00 / 21,857 = $0.02

Insight – Every person who visited the website from Paid search marketing channel is three times ($0.27 / $0.09) more valuable than a person who visited the website from organic search marketing channel. You should consider increasing your ad spend in Google Ads. 

 

Step-7: Click on the ‘Organic Search’ link in the data table:

Step-8: Click on the ‘Source’ primary dimension:

Step-9: From the data table, take a note of the top 3 to 5 organic search traffic sources in terms of generating website traffic: 

For example, from the data table above we can conclude the following:

>> Majority of organic search traffic (97%) came from Google, followed by ‘Baidu’, ‘Bing’, ‘Yahoo’ and ‘duckduckgo’.

 

Step-10: Sort the data table by ‘Revenue’ metrics and take a note of the top 3 to 5 organic search traffic sources in terms of generating website sales: 

For example, from the data table above we can conclude the following:

>> Majority of organic search sales (94%) came from Google, followed by ‘Bing’ and ‘Yahoo’. 

>> Both ‘Ask’ and ‘Baidu’ did not result in any website sales.

 

Step-11: Scroll up the ‘channels’ report and then click on the down arrow button at the top:

Step-12: From the drop down menu click on the ‘Referral’ option:

Step-13: Scroll down to the data table and take a note of the top 3 to 5 referral websites in terms of generating website traffic:

Step-14: Sort the data table by ‘Revenue’ metrics and take a note of the top 3 to 5 referral websites in terms of generating website sales.

Step-15: Scroll up the ‘channels’ report and then again click on the down arrow button at the top:

Step-16: From the drop down menu click on the ‘Social’ option:

Step-17: Scroll down to the data table and take a note of the top 3 to 5 social websites (like ‘reddit.com’, ‘getpocket.com’ etc) in terms of generating website traffic.

Step-18: Sort the data table by ‘Revenue’ metrics and take a note of the top 3 to 5 social websites in terms of generating website sales.

Step-19: Repeat steps 15 to 18 for all other marketing channels (like ‘other’, ‘Paid Search’, ‘Affiliates’, ‘Display’ etc).

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