% Total Revenue
Which places your website revenue actually comes from, ranked in one column.
What it means
% Total Revenue is one row's share of all the revenue Google Analytics recorded for your site in the period, written as a percentage. On the Region table each row is a country, a region or a city. The revenue being split is Total RevenueTotal RevenueCross-check against Shopify to confirm tracking is firing. — Google Analytics' own figure, purchase plus subscription plus advertising revenue — so it is not your Shopify sales and will not match them.
The denominator is the site-wide total for the period, not the sum of the rows on screen. A row is measured against everything, including the long tail below the fold.
Show the math
Formula and a worked example
Total Revenue is the revenue Google Analytics attributed to that country, region or city.
Overall Total Revenue is the site total for the same period, from everywhere.
Worked example. The site records €400,000 in March. Germany accounts for €120,000, so it reads 120,000 ÷ 400,000 = 30%. France accounts for €40,000, so it reads 10%.
In April Germany records €120,000 again, but the site total falls to €300,000. Germany now reads 120,000 ÷ 300,000 = 40%. It sold nothing extra. Every other market shrank.
That is the whole trap: a row moves when the other rows move.
It answers the question
Where does the money on your website come from? A ranked share turns a list of a hundred places into one readable column, and it makes an over-weighted market obvious at a glance.
Why it matters
It shows how exposed you are. A country holding 55% of revenue means a public holiday, a courier problem or a competitor's campaign in one place moves your whole month.
It also puts your next decision in order. Translation, a local payment method, a cheaper delivery promise — each of those is weeks of work, and this column tells you which market is worth them. A place carrying 1% of revenue rarely is, however bad it looks.
Read it as a ranking rather than as accounting. It counts what the Google Analytics tag on your site recorded, which is a different measurement from the orders Shopify actually banked.
What good looks like
There's no published band and no target share, because the right split depends on where you sell and where you advertise. If you serve four markets evenly, 25% each is the reference; if you serve forty, any row above 10% is a concentration.
Judge a row two ways. Against its own history, with that market's season in mind. And against the % Sessions% SessionsShows this SKU's share of total traffic. column sitting next to it on the same table: equal shares mean a market pays its way, and a gap between them is the thing worth acting on.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Clear what stops that market buying | Check the currency it sees, the payment methods offered, and the delivery cost and date at its checkout | Its share rises with no extra visits | 1–2 weeks | A cheaper delivery promise is margin you handed over to buy the share, and offering it in one market invites the question in every other one. |
| Fast Point paid budget at the market you want | Set location targeting so spend lands where you want the share to grow | That market's share up while the budget runs | Same week | You rented the share. It falls back when the spend stops, and cost per click in a new market is unknown until you have spent there. |
| Slow Publish for that market's own searches | Write category and product pages in its language, for the terms it actually searches | Share climbs month after month with no cost per click | 1–2 quarters | Quarters before rank moves, and the content spend never appears next to the revenue it earns, so the traffic looks free when it was not. |
| Fast Stop serving places you can't ship to | Exclude locations you don't deliver to from the campaigns pointing at the site | Their share disappears and every market you do serve reads higher | 1–2 weeks | The rise is arithmetic — the denominator shrank. Check the revenue column itself held before you treat it as growth. |
A share is a mix, so every point one row gains, the others lose. Read the euro column beside it before you call any of these a win.
Read it with
A share of money and a share of visits sit side by side on the Region table. The gap between them is where the decision is.
Winning the market
A bigger slice of your visits and a bigger slice of your money. That combination is rare enough to act on the same week you see it.
Traffic that doesn't pay
More visitors arriving from there, less money coming back. Either the targeting widened past the people who buy, or price, currency or delivery is failing that market at checkout.
Small and valuable
Fewer visits, more of the revenue. Usually a market you're under-serving — it converts well on the little attention it gets.
Slipping on both counts
Losing visits and losing money there. Confirm the market actually shrank rather than the rest of the site growing around it.
The share and the euro figure it came from. A share climbing while the revenue on that row is flat means every other market fell — nothing improved in the place you're looking at. The percentage alone can't tell you which happened, and the two need completely different responses.
Share tells you how big a market is; conversion tells you whether it works. A market whose share of revenue is falling while its conversion holds has a traffic problem. One whose conversion is falling has a checkout, price or delivery problem, and more traffic would make it worse.
Common misreads
This splits what Google Analytics recorded on your website, which is a different measurement from the orders Shopify settled. Use it to rank markets, and use your Shopify breakdowns for money you can bank.
The denominator is the site-wide total, not the rows in front of you. On a long list — cities especially — the visible rows can add up to noticeably less than 100%, and that missing slice is the tail.
The share falls whenever the rest of the site grows. Check the revenue column on the same row: flat revenue with a falling share is other markets winning, not this one losing.
Also called
Revenue share · share of revenue · revenue mix by location
See yoursThe Region table splits revenue by country, region and city, with each row's share of sessions in the column beside it.
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