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Region

Where your visits come from, and which of those places carry their share of the revenue.

90 second readAppears on: /google-analytics/region

The tables​

This tells you which places deserve more traffic, and which ones are taking traffic you already pay for and giving nothing back.

Country, Region and City carry the same eight metric columns. Only the level of zoom changes.

Every tab arrives sorted by Total RevenueTotal RevenueCross-check against Shopify to confirm tracking is firing., highest first, with a Summary row at the foot holding the totals. That Summary row is your comparison point for every rate on the page.

Country​

One row = one country.

Columns: Country · Total Revenue · % Total Revenue% Total RevenueSee the full entry. · Conversion RateConv. RateWebsite visits that ended in a purchase. Not the same as Google Ads Conv. Rate, which divides by clicks.3.5% or more is healthy · TransactionsTransactionsPair with sessions to sanity-check conversion and spot tracking gaps. · Avg. Purchase RevenueAvg. Purchase RevenueYour typical order size as GA4 sees it. · SessionsSessionsTraffic to your listings; only lifts sales if conversion holds. · % Sessions% SessionsShows this SKU's share of total traffic. · Revenue Per UserRevenue Per UserWhat an average visitor is worth to you.

Each one is followed by a % △ column — the change against the previous period.

How to scan it

  1. Sort by Sessions, highest first.
  2. Look across at % Sessions, then at % Total Revenue.
  3. The row that matters: a large share of the visits sitting next to a small share of the money.

Those two share columns are the reason to start here. No other Google Analytics table in the app carries them.

% Sessions against % Total Revenue, on the Country tab
Revenue share high
Revenue share low
Session share high

Carrying its weight

The country sends you visits and the visits pay. This is the row your business currently rests on.

→ Leave it running and read the Region tab to find the next city inside it.

Traffic that doesn't pay

People arrive and leave. Either the shipping, the currency or the offer stops working at this border.

→ Check its Conversion Rate against the Summary row before spending there again.
Session share low

Worth more traffic

A small number of visits producing an outsized share of revenue. The demand is real and you are under-supplying it.

→ Find out how these visits arrive, then buy more of the same.

Leave it alone

Too few visits for the rates on this row to mean anything yet. Read Transactions, not Conversion Rate.

→ Ignore until it has enough Transactions to judge.

Region​

One row = one state, province or county, named the way Google Analytics names it.

Same columns and same sort as Country.

This is not the Shopify Region page. That one counts orders you shipped; this one counts visits that arrived, so the two lists will not line up.

How to scan it

  1. Set the country filter to your biggest country first, so the tab holds one country's regions.
  2. Sort by Sessions.
  3. The row that matters: a region with real visits and a Conversion Rate clearly under the Summary row at the foot.

City​

One row = one city.

Same columns again, but two things behave differently here.

The tab holds the top 500 cities by Total Revenue and nothing below that line. And the column headers do not sort — the order you are given is the order you keep.

How to scan it

  1. Type a city you advertise in into the search box above the table.
  2. Read Sessions and Transactions on that single row.
  3. The row that matters: a city you are paying to reach that has visits and no purchases.

Filters​

The country filter changes what the share columns mean, so set it before you read anything on this page.

  • Date range — set at the top of the app. All three tabs refetch together.
  • Country filter — it applies here too. It goes to Google Analytics as a country code, so picking two countries leaves the Country tab with two rows, and % Total Revenue becomes a share of those two rather than of your whole business.
  • Source and Medium — the two dropdowns above the tabs, both defaulting to All. They cut all three tables, and they stay set as you move between Google Analytics pages.
  • Property picker — shown only when more than one Google Analytics property is connected. Switching it resets Source and Medium to All and reloads the page.
  • Each table also has a search box and a table/bar/line/pie toggle. The chart draws the top 10 rows by Total Revenue and up to three metrics at once.

Watch out for​

  • A blank % △ is not a zero. Rows are matched by name against the previous period. A city with no visits last period has nothing to compare against, so the cell is left empty.
  • The share columns are shares of this tab, not of your business. % Total Revenue and % Sessions divide by the Summary row, which already has your date range, your country filter and your Source and Medium selections applied to it.
  • Transactions is Google Analytics' own purchase count. It will not match the order count on your Shopify pages, and it never contains Amazon.
  • City cannot be sorted and stops at 500 rows. Search it, don't sort it.

Do this first​

Open Country, sort by Sessions, and find the first row where % Sessions is visibly larger than % Total Revenue.

That country is sending you traffic you are not converting. Check its Conversion Rate against the Summary row before you spend anything more there.

See yoursYour countries, regions and cities, ranked by revenue and by share of visits.

Open Google Analytics →