Google Ads GA4 Channel Mix Conversion Quality
Compare default channel group performance beyond last-click labels to improve your paid and organic mix.
GA4, Google Ads, and Meta Ads results for the most recent complete month 16/04/2026 - 15/05/2026. I used channel sessions, conversions, engagement, and revenue. That gives a cleaner business view than traffic alone.
| Channel | Sessions | Conversions | Eng. rate | Revenue / session | Verdict |
|---|---|---|---|---|---|
| Organic Search | 34,510 | 1,240 | 74% | GBP 4.30 | Best mix |
| Paid Search | 21,880 | 920 | 71% | GBP 3.90 | Strong |
| Meta Ads | 16,340 | 420 | 58% | GBP 2.40 | Okay |
| Direct | 12,240 | 610 | 67% | GBP 3.70 | Healthy |
| Referral | 6,740 | 190 | 62% | GBP 2.10 | Lower value |
Organic Search is the best mix overall, Paid Search is strong and close behind, and Meta Ads is useful for volume but weaker on revenue per session. That makes search the quality engine and Meta the volume lever.
The commercial takeaway is that organic and paid search are carrying the quality of the business, while Meta is better treated as a volume source that needs tighter audience filtering.
Your Search channels (both Paid and Organic) are successfully driving high-intent conversions and should remain the core of your revenue engine. However, Meta's low revenue-per-session indicates a quality issue. Stop treating Meta as a direct-response channel for now; pivot its strategy toward lead capture, email list building, or retargeting recent website visitors.