How to analyze traffic sources for individual pages in GA4

Google Analytics 4 (GA4) provides detailed data on traffic sources, enabling precise tracking of how users arrive at specific pages. Understanding the sources of traffic helps in identifying which channels contribute the most to user engagement and conversions. This is essential for optimizing content and marketing strategies effectively.

GA4 offers multiple dimensions to break down traffic sources, such as Session Source/Medium and Session Default Channel Grouping. These dimensions categorize traffic by origin and type, allowing you to analyze which channels—search engines, social media, or direct traffic—drive the most valuable users to your pages. This data helps in assessing the performance of acquisition channels in a more structured way.

By applying filters and comparisons, you can refine this analysis further. Page-specific traffic source data allows for granular insight into which channels are performing best. It also helps in making data-driven decisions on marketing campaigns and improving the effectiveness of your user acquisition efforts.

1. Open Google Analytics 4 and log into your account.

   Ensure you have access to the GA4 property for your website. Permissions may vary based on your role.

2. Go to the Reports section in the left-hand menu.
3. Select Engagement under the Lifecycle section.
4. Click on Pages and screens to view page performance data.

   This will display all tracked pages and their metrics. Use filters or search for the specific page you need.

5. Use the search bar or scroll through the list to locate the desired page.
6. Click on Add comparison to introduce traffic source dimensions.
7. Select Session Source/Medium or Session Default Channel Grouping to categorize traffic sources.

   Choosing Session Source/Medium shows the origin and type of traffic, while Default Channel Grouping categorizes channels like Organic Search, Direct, and Referral.

8. Apply any relevant filters to focus on specific channels like Organic, Direct, or Referral.

   You can compare different channels by applying additional filters for a deeper analysis.

9. Analyze the displayed report to view traffic sources for the selected page.