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About Referral Analysis
Compare GA4 metrics across 18 dimensions and an optional secondary dimension. Learn to use charts and AI reports, and save and share reports.
Author: Cascade
Referral Analysis lets you break down and compare traffic in GA4 (Google Analytics 4) by dimensions such as traffic channel, source, and UTM. Review metrics such as active users, sessions, key events, and revenue by dimension to identify the paths contributing to results. Open Analysis > Site Analysis from the left menu, then select Referral Analysis from the analysis methods.
What you can do
Item | Description |
|---|---|
Table | View selected metrics by primary dimension and, optionally, a secondary dimension. |
Chart | Plot trends over the selected period for the top 5 rows selected with Show in Chart. |
AI Report | Generate a Period Summary and Next Steps from the data currently displayed. |
Saving and sharing | Save your settings as a report and invite members to share it. |
Requirements
Available on both the Free plan and the Business plan.
You need to connect GA4 (Google Analytics 4). If it is not connected, "Google Analytics is not connected" appears. Click Connect with Google Analytics to connect it.
Data is loaded from GA4. Data that has not yet appeared in GA4 is not displayed.
Owners, Admins, and Editors can use AI Report. Each use consumes 1 AI credit.
Screen layout
Dimensions: The dimensions used to group table rows. A primary dimension is required (the default is Inflow channel). A secondary dimension is optional.
Display Data: Select the metrics to display in the table.
Filter: Filter by age, country, device, gender, region, first user source, first user channel, traffic channel, or UTM. You cannot use demographic and UTM filters at the same time.
Date range: Select it at the top right. The default is Today.
Table and chart: Select Show in Chart for a row to plot its trend.
GA4 account: The selector appears only when you have 2 or more Google Analytics connections.
Available metrics
Select from the following metrics under Display Data. Each metric has the same meaning as its corresponding GA4 metric.
Category | Metrics |
|---|---|
Users | Active Users, New users, Total Users |
Behavior | Page view, Sessions, Engagement Rate, Bounce Rate |
Results | Add to cart, Key Events, User Key Event Rate, First-time Purchasers, Total Purchasers, First-time Purchaser Rate |
Revenue | Sales Profit (purchase revenue), Total Revenue, ARPU, Average Purchase Revenue per Active User |
Retention | DAU/MAU, DAU/WAU, WAU/MAU |
Dimensions
Primary dimension
Choose from Inflow channel, Medium, Ad Search Keywords (UTM), Source, Source / medium, Immediate preceding referral source, Manual campaign name, Manual medium, Manual source, Manual ad content, First user source platform, Manual campaign ID, Page referrer, Landing Page, First user campaign, First user default channel group, First user medium, or First user Google Ads medium.
Secondary dimension
Choose from Product Name, Event Name, Device, City, Country, Region, Interests, Language, Page title, or Page title and screen class. The available secondary dimensions depend on the primary dimension.
Steps
1. Open Referral Analysis from Site Analysis
Open Analysis > Site Analysis from the left menu, then select the Referral Analysis card.
2. Select a GA4 account and date range
If you have 2 or more connections, select the property from the selector at the top left. You cannot change it in a saved report. Select the dates using the date range at the top right.
3. Select dimensions
Select a primary dimension. To break down the data further, select a secondary dimension as well. The table reloads each time you change the settings.
4. Select metrics to display
Click Display Data and select the metrics you want in the table. Use Rows per page to change the number of rows shown.
5. Compare data in the chart
Select Show in Chart for the rows you want to compare. The top 5 selected rows are plotted over the selected period. If no rows are selected, "No graph display target selected" appears.
6. Create an AI report
Click AI Report to have AI analyze the displayed data and show a Period Summary and Next Steps. Use Copy All to copy all the text at once. To explore further, select Analyze further with Cascade AI to continue in Cascade AI. Each use consumes 1 AI credit.
7. Save the report
Click the title at the top left to name the report, then click Save New at the top right. If you open a saved report and change its settings, click Save to update it. Use the Roll back and Redo buttons to undo or redo your last action. A confirmation appears if you try to leave the page without saving. Saved reports appear in the Analysis Report List in Site Analysis.
8. Share with members
Saved reports show Invite to Report and Permissions at the top right. Owners and Admins can always use them. Editors and Viewers can use them if the report permissions allow members to share. The creator, Owners, Admins, and members with write access can edit the report.
UTM management
When analyzing UTM dimensions, we recommend URLs created with Cascade's UTM management feature, as described in Manage UTM codes. Consistent naming prevents your aggregated data from being split across separate entries.
Troubleshooting
Symptom | Cause | What to do |
|---|---|---|
"Google Analytics is not connected" appears. | GA4 is not connected. | Click Connect with Google Analytics to connect it. |
The secondary dimension you want is not available. | It is not supported in combination with the primary dimension. | Change the primary dimension or remove the secondary dimension. |
The chart does not appear. | No rows have Show in Chart selected. | Select the rows you want to compare. |
"There is too much GA4 data to load within the time limit" appears. | There is too much data in the selected period. | Shorten the date range and reload. |
A warning says authentication has expired. | Authentication for the connected Google account has expired. | Follow the warning's instructions. The member who created the connection needs to use Reconnect to authorize it again. You do not need to disconnect it. |
A warning says the property cannot be accessed. | The GA4 property has been deleted, or the connected account's access has been removed. | Restoring access in GA4 allows the data to appear again. |
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