Knowing where your buyers are coming from can assist you in increasing your sales. This is a fast, easy way to compare PPC driven sales to organic sales. Monitoring these amounts can alert you to any significant changes in your conversion rates or drops in your ad positions or organic placement. This is especially useful if you have specific products or keywords that drive a large percentage of your sales.
There is no right or wrong split between organic and PPC. Which generates more sales for you will depend on how well you have optimized your traffic from each source. Large Search Engine Marketing (SEM) companies usually mention sales average 60-65% from organic and 35-40% from PPC. If you have focused on running a very effective PPC campaign PPC may be driving 60+% of your sales.
To view PPC versus organic sales revenue in Google Analytics:
1. Log into Google Analytics Account
2. Select the domain you wish to check
3. On the left click on Traffic Sources, then Keywords
4. GA defaults to Site Usage so that tab is highlighted. Click on the Ecommerce tab
5. This views how you the total revenue driven by each keyword for the time period selected.
6. Find Segment which defaults to Keyword and change it to Medium
7. This view shows you how much of your current revenue comes from each source.
This is a fast, easy way to compare total PPC driven sales to total organic sales IF you have properly tagged the traffic from other PPC engines such as Yahoo, MSN, Looksmart so that Google Analytics tracks it properly.
[NOTE: Since systems change frequently, if the steps above are not identical to what you see in Google Analytics if you will leave a comment or use the contact form they will be updated to match the current system. Your assistance in keeping these how-to tips accurate will help many others and their assistance may help you. Thank you.]