How to Track your Marketing Revenue in Google Analytics

Katie Holmes
25th August 2021

Become better equipped to track revenue in Google Analytics and can start making better decisions about where to spend your budget.

Google Analytics offers a wealth of information that gives you insight into how users find and convert on your website.

But while traffic and conversion metrics indicate some campaign success, marketers are becoming more accountable for the need to prove and improve marketing ROI.

Gaining visibility of revenue generated by marketing is key to making smarter decisions and understanding ROI. No reputable company wants to invest money into a marketing channel that isn’t going to generate a return, right?

However, when we surveyed 200 marketers to understand what metrics they use to define success, we found that only 64% of respondents are actively measuring marketing revenue.

In other words, nearly half of companies are failing to track the impact of marketing on revenue downstream.

We wanted to change that.

In this post, we discuss the different methods for tracking your marketing revenue with Google Analytics.

Keep reading to learn:

Without further ado, let’s get started!

💡 Pro Tip  

Send marketing source data to your CRM and enrich your Google Analytics with web form, phone call and live chat activity to understand which marketing sources generate the most revenue, both online and offline.

Learn how to unlock marketing revenue in Google Analytics

What is Google Analytics revenue tracking?

As a marketer, you should always be proving why your work matters to your company, and using revenue tracking in Google Analytics is the best way to get started.

Revenue tracking lets you see the marketing channels, landing pages, and keywords that are driving the most monetary value for your business.

Related: What is revenue marketing and complete guide on how to get started

Instead of focusing on metrics such as CPC (cost per click) or CPL (cost per lead), revenue tracking allows you to hone in and measure more meaningful metrics such as CPA (cost per acquisition) and ROAS (return on ad spend).

Access to such insight allows you to get a more accurate view of your ROI, allowing you to make more data-driven decisions to optimise marketing spend for maximum results.

How do you track revenue in Google Analytics?

Revenue tracking in Google Analytics is a must-have for many marketers, but many find it a struggle to execute the setup. Let’s take a look at the different methods for tracking marketing revenue in Universal Analytics to help you get started.

Track revenue from eCommerce websites in Universal Analytics

If you run an eCommerce business, then Analytics can easily track your marketing revenue. A little bit of code in your shopping system can help you to understand which of your marketing tactics are driving the most sales.

FYI. To complete this task, you need to be comfortable editing HTML and coding in JavaScript, or have help from an experienced web developer.

1. To install eCommerce tracking and revenue reporting, go to your Analytics property and go to ‘Admin’.

google analytics revenue - step 1 -

2. Under ‘View’, click on ‘eCommerce settings”.

google analytics revenue - step 2 -

3. First, you’ll need to turn on your eCommerce tracking by changing the status from ‘OFF’ to ‘ON’.

google analytics revenue - step 3 -

4. Under enhanced eCommerce settings, select ‘ON’ and click ‘Save’. Once you have made those changes, Analytics will be ready for the data you’ll send into the reporting once you’ve completed your eCommerce tracking setup.

google analytics revenue - step 4 -

5. Next, go to the developer section of Google Analytics. Here you’ll find how to install the right codes onto your Thank Page. These codes need to be installed in order to send transaction and revenue data to Google Analytics.

Important note

Many reputable shopping platforms now have built-in plugins that allow you to enable eCommerce and revenue tracking in Google Analytics automatically. We’d recommend you check out the help section of your shopping system to see if this is possible before uploading the data manually.

6. For it to work correctly, the code must be integrated into your shopping cart or platform. There are a lot of moving parts involved at this stage. So, we’d strongly recommend assigning the help of an experienced website developer. You also have the option to use enhanced eCommerce tracking.

The enhanced eCommerce tracking provides several valuable insights such as product impressions, product clicks, viewing product details, adding product to cart and refunds. Again, this is an advanced feature and often requires the assistance of a developer.

Once you’ve completed the setup, you should be all set to track ecommerce and revenue data in Google Analytics.

Track revenue from non-eCommerce websites

What if you don’t sell any products but instead use your website to generate leads online or offline?

One alternative is to assign monetary values to your Goals in Google Analytics. You can gain a better understanding of your marketing channels, keywords and landing pages on bottom-line objectives.

Related: How to calculate and assign monetary values to your Google Analytics Goals

There are a few things you need to consider before you manually assign monetary values in Google Analytics.

1. Goal values aren’t dynamic: Goal Values in Google Analytics are static. For example, let’s say you add £20 to the Value. Every time a user completes a goal, Analytics will assign that amount. In most cases, however, different sources generate unique revenue and lifetime values.

2. Goal values are permanent: The values you assign in Google Analytics are permanent. They do not update dynamically or change proactively based on adjustments you make to your website. So, if you add in the wrong value or your average sale price increases, there’s no way to update this information in Google Analytics.

Fortunately, there is another way to dynamically assign revenue to your Goals in Google Analytics, both online and offline, which we’ll get to shortly. However, for now, here’s how you can manually assign revenue to your Goals.

  1. Go to your Google Analytics standard reports and click on the “Admin” in the bottom left and select “Goals”.
google analytics revenue goal - step 1 -

2. If you’re creating a new Goal then click “+ Goal”. Or, for an existing goal, click on edit.

google analytics revenue goal - step 2 -

3. Select your Goal type and fill out any relevant descriptions.

google analytics revenue goal - step 3 -

4. In Goal details, switch on Value and add in your desired amount.

google analytics revenue goal - step 4 -

💡 Pro Tip

Follow Katie on LinkedIn for tips and tactics on attribution, analytics and all things digital marketing. Don’t forget to say hi. 👋

What are the limitations of revenue reporting in Google Analytics

Google Analytics revenue tracking has made it possible for companies to measure the effectiveness of their marketing based on monetary values, but it isn’t perfect. Let’s take a look at why.

1. Can’t track individual behaviour

Google Analytics does a great job telling you about your users, but it can’t track individual customer journeys.

💡 Pro Tip

Tracking customer journeys allows you to gain a deeper understanding of your visitors and unlock valuable data about their interactions and behaviours.

Download the guide on how to track customer journeys

It is possible to view unique IDs using the user ID tracking feature in Analytics, although you can’t see personal identifiable information such as email addresses, names and phone numbers.

This is fine for businesses that focus on high volumes and lower margins, but if your leads are worth a considerable amount of money, then you will want to know more about the visit and not just that it “happened”.

Why does this matter? It’s impossible to accurately link revenue data to the channels that influenced a customer journey if you can’t analyse how specific users behaved on your website before making a conversion.

2. The Google Analytics lookback window is limited to 90-days

Attribution in Google Analytics allows you to assign credit to the marketing tactics that drive traffic and influence conversions onto your website.

A lookback attribution window in Analytics can tell you when a user makes a desired action within a certain number of days. By default, Google Analytics has an attribution window of 30 days, but it’s possible to change from 1 to 90 days.

Related article: Marketer’s guide to Google Analytics attribution

So, for example, if you were to stick with the default attribution window, Analytics would only take into consideration interactions made by your users 30-days before the conversion.

Why does this matter? If your company sells a service or product that costs a lot of money, chances are the time from the first interaction with your brand to the point of purchase is more than 90 days. You wouldn’t be the only one, as 19% of businesses have sales cycles greater than four months.

Anyway, let’s say a user came to your website 91-days ago using an organic search and left after a short while. 91 days later, The next day after clicking on a Facebook retargeting ad, they return to your website and make a sale.

Google Analytics would technically ignore the organic search and assign all the credit to Facebook.

3. Doesn’t support of offline tracking well

Offline conversions are often overlooked or deliberately ignored. And for good reason too. Marketers find it too hard to attribute credit to the channels and campaigns that generated them.

💡 Pro Tip

Are you facing difficulties connecting online leads with offline sales? Fear not. We have a guide dedicated to offline conversion tracking that can help you break down the barrier between your online and offline activity.

Download the complete guide to offline conversion tracking

Google Analytics doesn’t provide call tracking. So, if you have a phone number on your website, and you’re using Google Analytics exclusively, then you have no way to collect data about your inbound calls.

Related: A quick guide on how to track phone calls in Google Analytics

As previously discussed, Google Analytics does a great job tracking your eCommerce sales, although this only applies to online purchases.

Businesses that generate a lot of high-value transactions over the phone often have a huge gap in data as they’re unable to make the connection between online leads and offline conversions.

Why does this matter? If calls are an important part of your lead generation, then you’ll need to know what marketing initiatives encourage your customers to pick up the phone. Otherwise, you’ll underestimate the value of your marketing performance and ROI.

4. Post-conversion data locked within other tools

Google Analytics was built for marketers, so it doesn’t provide much context or explanation for why your visitors converted on your website.

The good news is that this data does exist, the bad news is that it’s locked away in other tools such as your CRM.

Related: How to closed the loop between your CRM and Google Analytics

Why does this matter? Your CRM contains purchase and transactional data about your new and existing customers. Having this data sent to your Google Analytics will allow you to compare profits and identify which channels and campaigns are most effective at driving revenue growth.

How to track marketing revenue in Google Analytics with Ruler Analytics

Remember when we said there was an easier way to assign revenue in Google Analytics?

Imagine for a moment that you could track each and every lead across the customer journey. Even better, when they closed into a deal or sale, the revenue was automatically attributed to your goals, marketing channels and campaigns in Analytics.

Well, fortunately, there’s no need to use your imagination because there is a solution that can help you achieve this.

Using a tool like Ruler Analytics, you can send marketing source data to your CRM and enrich your Google Analytics with web form, phone call and live chat activity to understand which marketing sources generate the most revenue, both online and offline.

Related: Integrate CRM data with Google Analytics for closed-loop reporting

In a nutshell, Ruler is a marketing attribution solution that aligns revenue from your CRM with marketing source data in Google Analytics. You can track your visitors’ multiple touchpoints to measure and attribute value accurately across the entire customer journey.

The following is a step-by-step guide on how to send marketing revenue using Ruler Analytics.

1. Ruler tracks each anonymous visitor to the website over multiple sessions, traffic sources and keywords.

Related: How to view full customer journeys in Ruler

2. When an anonymous visitor makes a conversion, whether it be a form fill, phone call or live chat, Ruler will update the data on that user to create a journey map for what is now known as a lead.

4. The marketing and conversion data is sent to your CRM. Marketing data includes channel, source, campaign, keyword and/or landing page.

5. Ruler’s solution allows you to analyse the impact throughout the entire sales cycle. Once the opportunity is closed into revenue, the data is passed back to Ruler. This allows you to measure the impact of marketing based on monetary values and make smarter decisions about where to invest your budget.

Related: How Ruler attributes revenue to your marketing

6. Using a pre-built integration, Ruler can automatically send the value of your deals and sales to your Google Analytics and Google Ads account. You can report and view revenue data throughout the Google Analytics reporting suite for web forms, phone calls and live chat enquiries, allowing you to see which marketing sources not only drive the most conversions but revenue too.

💡 Pro Tip

Want to know more about Ruler and closed-loop marketing attribution? We created a simple eBook on how Ruler works to walk you through the entire process. Alternatively, if you have any questions about sending Ruler data to Google Analytics, our team would love to chat with you.

Book a free demo of Ruler

Track offline conversions and revenue in Google Analytics with Ruler

Ruler can match your phone calls to your online and offline campaigns and grants proof that your marketing drives valuable leads for your business.

Related: How to track offline conversion in Google Analytics with Ruler 

Ruler’s call tracking uses dynamic insertion to assign a unique phone number to every website visitor. When that phone number is called, Ruler will attribute the offline conversion to the marketing channel that the visitor arrived from.

Also, Ruler allows you to report on your offline campaigns i.e. TV, radio, and print ads, alongside all of your online activities. You can apply labels to your offline numbers to identify the source and calculate the ROI more effectively.

It doesn’t stop there.

Ruler is an official Google Analytics partner.

You can attribute offline conversion and revenue data to your channels, landing pages and ads directly in Analytics.

It provides you with a full view of how your online and offline channels are working together to drive new revenue for your business.

Ready to track marketing revenue in Google Analytics?

Tracking revenue in Google Analytics is essential if you want to assess how well your marketing is performing and how visitors are engaging with your website and content.

By enriching Google Analytics with Ruler’s revenue data, you can filter your performance data, improve your campaigns, reduce waste, and more importantly, demonstrate how your efforts are driving positive business outcomes.

Book a demo and get more information on how to connect online and offline sales revenue to your marketing channels in Google Analytics with Ruler.

This article was originally published in July 2020, but was updated on 19th April 2022 for freshness.

Google Analytics revenue FAQs

Tracking revenue in Google Analytics is simple. Log in your GA4 dashboard > navigate to Monetization > Overview. To view sales and revenue data organised by channel, navigate to Acquisition > Traffic acquisition. For non-ecommerce businesses, you can use 3rd party tools like Ruler Analytics to integrate with GA to track revenue of leads and offline conversions.
Without a doubt, Google Analytics is one of the best analytics tool out there. But, like most analytics tools, it isn't 100% accurate. One of the biggest limitations within Google Analytics is a lack of information about where your visitors are coming from. Google Analytics can't track the movements of specific visitors, which makes it harder for marketers to determine exactly which touchpoints have the greatest revenue impact.
Revenue tracking in Google Analytics is a must-have for many marketers. In Google Analytics, you can see your revenue by marketing source, purchases by day, purchases by item name and more. Once you have visibility over the channels that drive the highest transactions, it becomes easier to increase revenue.
To compare your revenue in Google Analytics 4, go to your dashboard > click Advertising on the left > Go to Attribution > Model comparison. Using the comparison tool in Google Analytics, you can see how the data offered by each model affects your marketing ROI.
The data in Google Analytics is anonymised. In other words, you can't assign revenue to new individual visitors. You can, however, use visitor tracking tools like Ruler Analytics to monitor users throughout the entire customer journey. Ruler, in particular, assigns revenue back to the marketing touchpoints that influenced the conversion or sale.