Paid Activity Reliance Report

This report looks are your traffic acquisition and plots Organic vs Retention vs Paid Activity as a pie chart which illustrates how much of your traffic is paid for. Your reliance on Paid Activity is a burden on your P&L and puts your traffic - and business - at risk. When Sales reduce, accountants typically restrict your marketing budget - if you rely too much on paid activity for your revenue, then you could be heading for a downhill spiral.

1 Upload your GA4 data

No filters or admin access needed — this uses the standard Traffic acquisition report that every GA4 user can see.

  1. In GA4 go to Reports → Acquisition → Traffic acquisition.
  2. Set the date range (e.g. last 28 days). Leave the table showing Session primary channel group — or switch the dropdown to Session source / medium for a more detailed split.
  3. In the Key events column, click the small dropdown under the heading and choose purchase, so it counts transactions rather than every key event.
  4. Click the share icon (top right) → Download file → Download CSV.
  5. For the year-on-year comparison, change the date range to the same dates last year and download a second CSV.

Upload the file as it comes — GA4's comment rows at the top are skipped automatically. Nothing leaves your browser; the file is read on this page only.

or paste directly
or paste directly
2 Check the columns & grouping

Which group does each channel belong to?

Set automatically — change any that don't fit how your business works. Direct, email & SMS count as Retention (mostly people who already know you); anything GA4 can't attribute goes to Needs Investigation.

Channel / sourceSessionsTransactionsGroup

Paid vs Organic

Sessions
Revenue Generation

What's in each group

Every channel or source from your file, so you can see exactly what makes up each number above.
JW [un]Limited — Paid vs Organic Report