How to Create a Quarterly Sales by Territory Report in Google Analytics

Knowing where your sales are coming from isn't just a fun fact, it's a strategic necessity. A quarterly sales by territory report helps you pinpoint which regions drive the most revenue so you can double down on what works and optimize campaigns in areas that need a boost. This guide provides a step-by-step walkthrough to build this exact report in Google Analytics 4.

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Why Does Tracking Sales by Territory Matter?

Monitoring your geographic sales data unlocks powerful insights that can shape your entire marketing strategy. Without it, you're essentially flying blind, spending your budget without knowing where it has the most impact. By building a quarterly sales report focused on location, you can answer critical business questions like:

• Which countries or states contain our most profitable customers?
• Where should we focus our regional marketing campaigns and ad spend next quarter?
• Are there untapped markets showing early signs of high purchase intent?
• Is a recent marketing push in a specific region actually translating to sales?

This report moves you from making assumptions to making data-driven decisions about budget allocation, market expansion, and campaign targeting.

Before You Begin: Check Your Ecommerce Tracking

Before diving in, there's one critical prerequisite: your GA4 property must have ecommerce tracking properly configured. Without this, Google Analytics won't have any purchase or revenue data to report on.

Correct ecommerce tracking involves sending specific events and parameters to GA4 when a user makes a purchase. The most important event is purchase, which should include details like:

• transaction_id: A unique ID for the order.
• value: The total value of the transaction.
• currency: The currency used for the purchase (e.g., USD, EUR).

If you're using a platform like Shopify or a popular ecommerce plugin for WordPress, these events are often handled automatically through a native integration or an official plugin. It's always a good idea to double-check that your revenue in GA4 roughly matches the revenue in your ecommerce platform's backend. If the numbers are wildly different, it could indicate a tracking issue that needs to be fixed first.

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Using Standard Reports vs. Building a Custom Exploration

Your first instinct might be to look for a pre-built report. While GA4 has some out-of-the-box geographic reports, they don't quite fit our needs for a detailed sales analysis.

The Default Demographic Reports

You can find basic location data under Reports → User Attributes → Demographic details. Here, you can select dimensions like Country, Region, and City from a dropdown menu. While these reports show you where your users are from, they tie demographic data to user counts and engagement metrics - not directly to revenue.

While useful for a quick glance at your audience's location, you can't easily customize them to build a robust, saveable quarterly sales report. For that, we need to head to the "Explore" section.

Step-by-Step: Creating Your Quarterly Sales by Territory Report in GA4

The "Explore" hub in GA4 is a powerful workspace that gives you the flexibility to build detailed, custom reports that go far beyond what's available in the standard reporting interface. This is where we will create our dedicated report.

Step 1: Navigate to the Explore Section

In the left-hand navigation menu of GA4, click on the Explore icon. This will take you to your Explorations dashboard. Click on Free-form to start with a blank canvas, giving us the most control over our report's structure.

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Step 2: Define Your Variables (Dimensions & Metrics)

The left-hand panel is your "palette" where you'll add all the building blocks for your report. We need to add dimensions (the "what") and metrics (the "how much").

Add Dimensions:

• Click the plus sign (+) next to "Dimensions."
• Use the search bar to find and check the box for the following dimensions:
• Click the blue Import button in the top right.

Add Metrics:

• Click the plus sign (+) next to "Metrics."
• Use the search bar to find and check the box for key ecommerce metrics. A good starting set is:
• Click the blue Import button to add them to your palette.

Your Variables panel should now be loaded with all the geographic and sales-related data points we need to build the report.

Step 3: Build the Report Canvas

Now it's time to drag your selected dimensions and metrics into the "Tab Settings" panel to structure your report. Think of this like building a pivot table.

1. For the Rows: Drag the Country dimension from your Variables list and drop it into the "Rows" box. This will populate the report table with a list of all countries that generated traffic.
2. For the Values: Drag your key metrics — Total revenue, Transactions, and Total users — from the Variables list and drop them into the "Values" box. This creates the columns of data for each country.

The report on your right will instantly update, showing your top countries based on the default metric (likely "Total users"). To make this a true sales report, click on the column header for Total revenue to sort the table in descending order. Now you'll see your top-performing countries right at the top.

Step 4: Set the Correct Date Range

By default, the report will show data for the "Last 28 days." To turn this into a quarterly report, we need to adjust the date range.

1. Locate the date range selector in the top left of your exploration canvas (above the "Variables" panel).
2. Click on it to open the calendar view.
3. You can either select a preset like Last quarter or choose a custom start and end date for a specific quarter you want to analyze (e.g., October 1st to December 31st).
4. Click Apply.

Your report will update to show sales data exclusively for your chosen quarter. Finally, give your report a clear name by clicking "Free-form Exploration" at the top and renaming it to something like "Q4 2023 Sales by Territory." This ensures you can easily find it later.

Advanced Analysis Tips and Tricks

With the basic report built, you can now dig deeper to uncover more specific insights.

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Focus on a Single Country (like the US)

If one country drives the majority of your sales, you'll want to analyze its regions more closely. To create a US-states-only report, follow these steps:

• In the "Rows" section of your Tab Settings, use Region instead of Country.
• Scroll down to the "Filters" section in your Tab Settings.
• Drag the Country dimension into the filter box.
• Set the filter logic to "exactly matches" and enter "United States" as the value.
• Click Apply.

The report will now filter out all other countries and show you a breakdown of sales performance by each state in the US.

Visualize Your Data on a Map

A table is great for precise numbers, but a visual map can make geographic trends stand out instantly.

• At the top of the "Tab Settings" panel, you can switch the visualization type.
• Click the grids icon next to "Free-form" and select Geo chart.
• GA4 will automatically plot your primary metric (e.g., Total revenue) on a world map, with darker shades representing higher values. This is an excellent way to spot regional hotspots at a glance.

Comparing Different Time Periods

To see if you’re growing, it’s essential to compare your current quarter's performance against a previous period (like the last quarter or the same quarter last year).

• In the date range selector, toggle on the Compare switch.
• Select the appropriate comparison period (e.g., "Previous period" or "Previous year").
• Click Apply.

Your table will now include percentage change columns for each metric, instantly showing you where sales are growing or declining.

Final Thoughts

Building a clear, reusable quarterly sales by territory report in GA4 is a powerful skill. By moving beyond standard reports and utilizing the Explore section, you can transform raw ecommerce data into an actionable strategic guide that informs your marketing budget, expansion plans, and targeting efforts for quarters to come.

Setting up custom reports like this is incredibly useful, but it still requires navigating GA4's interface and re-configuring your setup for each new question. This is exactly why we created Graphed. After easily connecting your data sources once, we allow you to ask for this same report in plain English, just by typing "show me total revenue and transactions by country for last quarter." It generates a live dashboard instantly, letting you get straight to the insights without the setup.