How to see the revenue from your push notifications (UTM, GA4 and Ad Manager)

You send push notifications every day and monetize your site with ads. What is missing is how much of that revenue came from the visits your push notifications brought. This tutorial shows how to find the answer in Google Analytics 4 (GA4), using the UTM tag that AI Web Push already adds to your links and the link between Google Ad Manager and GA4.

Short answer

AI Web Push tags with UTM the links of campaigns created in the panel and of automatic post push notifications. GA4 reads that tag and groups the push visits on a line of their own. With Ad Manager linked to GA4, the revenue from the ads on those visits shows up on that line, in the Total revenue column.

The AI Web Push panel does not show revenue. It shows, per campaign, the sends, impressions, clicks, CTR and ITS (impressions divided by sends). Revenue is read in Google Analytics.

By the end you will see a single line for your push notifications in GA4, the revenue campaign by campaign and what that number shows and does not show. One caution before you start. The GA4 number shows the revenue of the visits that came from push. It does not prove that push caused that revenue. The section on limits explains the difference.

Four words used in this tutorial

• UTM is a tag added to the end of a link's address. When someone clicks, Google Analytics reads the tag and knows where the visit came from.
• Visit is what GA4 calls a session. It is the set of pages a person views, and by default it ends after 30 minutes without activity.
• Property is the place in GA4 where the data of one or more sites is stored.
• Ad Manager network is the Google Ad Manager account that serves the ads on your site.

Before you start

• GA4 installed on your site, with the Google tag on every page, including the ones push opens, such as your posts. The AI Web Push plugin does not install Google Analytics. If your site does not have GA4 yet, see the tutorial How to add Google Analytics (GA4) to your site using a plugin, code or GTM.
• Google Ad Manager serving the ads on your site.
• Whoever sets up the link must be an Administrator of the network in Ad Manager and have the Editor role or higher on the GA4 property. If the network belongs to a partner, Google does not say who else can set up the link. Ask your partner whether someone with the Administrator role can do it.

Step 1. Look at GA4 first, the tagging may already exist

You may not need to tag anything. By default, AI Web Push adds the source auto_push, the medium push and the campaign push_notification to the push link. This applies to campaigns created in the panel and to automatic post push notifications. Check whether GA4 has already received those visits.

1. In GA4, open Reports, then Acquisition, then Traffic acquisition.
2. The table opens grouped by channel. Switch the first column to Session source / medium.
3. In the table search box, look for auto_push / push. It is the default for panel campaigns and automatic push notifications. The Welcome Drip steps created in the panel also go out with auto_push / push, and fall on that line.
4. Also look for aiwebpush / push. It is the tag of the Welcome Drip that the system creates on its own, the sequence of messages a new subscriber receives.
5. If the line appears, your push is already tagged and you do not need to tag anything. Go to step 2. If it does not appear, go to the section If it does not show up, further down.

Another way to look is by channel. In the table grouped by channels, look for the Mobile Push Notifications line. Google does not say how that line appears on your screen, so the name may differ slightly.

Step 2. Separate campaign by campaign

By default, every panel campaign and every automatic push notification goes out with the same three values. In GA4 this appears as a single campaign called push_notification, and the revenue comes out added together. To see one campaign at a time, change the campaign name.

In a campaign created in the panel

1. In the Principal menu (Main), open Campanhas (Campaigns) and click Nova Campanha (New campaign).
2. Open the collapsed section Google Analytics and, inside it, Parâmetros UTM (UTM parameters).
3. Change only the UTM Campaign (opcional) field (optional), for example to promo_october. Leave UTM Source (opcional) and UTM Medium (opcional) as they are. If you clear one of the two, the push goes out without UTM.

In automatic post push notifications

1. Open Configurações (Settings), then Sites, then your domain. In the site panel, open the Google Analytics section.
2. All three fields, utm_source, utm_medium and utm_campaign, are required and accept 2 to 25 characters. In the utm_campaign field, a name such as automatic_post separates posts from panel campaigns. The name is our suggestion, and you can pick another one.

Rules for choosing names

• Use only lowercase letters, with no spaces and no accents. GA4 treats Promo and promo as different values, and AI Web Push stores the value exactly as you write it.
• Avoid the words shop and shopping in the campaign name. This is a caution of ours. Google has a shopping channel (Organic Shopping) that looks at the campaign name and does not say in which order it evaluates channels, so the visit may land there.
• Keep the medium as push. It is what puts the push in the right GA4 channel.
• If you send campaigns through the API, AI Web Push does not add UTM on its own. It only goes out if you send utmSource and utmMedium, and utmCampaign if you want to separate campaigns.

The other cases are in the tutorial What AI Web Push already tags with UTM and how to tell each campaign apart. They are a link with the # symbol in the middle, a UTM written by hand in the link, the Welcome Drip and the scheduled campaign.

Step 3. Link Ad Manager to GA4

Revenue only shows up in GA4 after Ad Manager and GA4 are linked. The network Administrator does the linking.

Part 1, in Ad Manager

1. Open Admin, then Global settings, then Network settings.
2. In the Report settings section, turn on Google Analytics 4 property Reports in Ad Manager reporting.
3. Review the terms and conditions, click Confirm and then Save.

Part 2, still in Ad Manager

1. Open Admin, then Linked accounts, then Google Analytics 4 property. If the option does not show up, you may need to click More and choose it from there.
2. Click New property link, find the GA4 property of your site and click Save.

To check, in GA4

Open Admin, then Product links, then Ad Manager links. The link should appear in the list.

What Google warns about the link

• Each GA4 property links to only one Ad Manager network.
• The Google tag must be on the site, and most of your ad tags must be Google Publisher Tags (GPT). Ads inside an iframe and passbacks are left out of the link.
• The Ad Manager help page carries a notice about having a Firebase account with at least one app. Google does not make clear whether that applies to those who only have a website. If the screen asks for it, follow what it asks.
• Google does not say how long it takes for revenue to start showing after the link.
• Google says that what was recorded while the two were not linked is not shared. Count on revenue from before the link not showing up.

Step 4. Read the Total revenue of your push

1. Open Reports, then Acquisition, then Traffic acquisition.
2. In the first column, choose Session source / medium to see the auto_push / push line, with all campaigns added together. Or choose Session campaign to see one line per campaign name, like the ones in step 2.
3. Read the Total revenue column on that line.

Total revenue adds purchases, subscriptions and the ad revenue from Ad Manager. If your site lives only on ads and does not record purchases in GA4, by Google's formula that number is the ad revenue.

Someone with the Editor role in GA4 can change the report columns. Look for the Total ad revenue column. If it is not on the list, stick with Total revenue.

GA4 can take 24 to 48 hours to process the data, and the number can change during that time. Google says the previous day's data is usually ready in the reports at around 3.30 pm, in the property's time zone, with no guarantee. If you just linked, check again the next day.

What this number shows and what it does not show

What it shows. The ad revenue of the visits that started with a click on the push, adding up all the pages the person read in that visit, not just the first one.

What it does not show.

• How much push really added. GA4 assigns the visit to a source. It does not measure how much you would have earned if push did not exist, because the same person could have come back alone.
• The same reader returning directly. Someone who arrived through a push and later comes back by typing your address can be credited to push, within a window of days that GA4 defines. Google's page mentions windows of 30 and 90 days.
• The push of someone who was already on the site. Under Google's session rules, if the person had used the site in the last 30 minutes, the click on the push tends not to open a new visit. The revenue of that visit stays with the earlier source, and push counts for less than it was worth.
• What ad blockers and cookie refusal hide. On the AdSense page, Google warns that blockers keep impressions from entering Analytics. The Ad Manager page does not say this, but the mechanism is the same, so count on some loss. Without consent, collection also has gaps.
• The Ad Manager invoice. GA4 revenue uses the value Ad Manager had at the moment of the ad, not the invoice closing.
• Push without UTM. Under Google's rules, if the link went out without UTM, the visit tends to inherit the reader's last source, and push revenue spreads across other channels. It only stays in Direct if the reader did not arrive through another source within the lookback window.

For that reason, the number is better for comparing one campaign with another and following the trend than for stating how much profit push gave your site.

What if I use AdSense?

AdSense has its own link with Google Analytics, different from the Ad Manager link. It is set up in AdSense, not in GA4. Steps 1 and 2 of this tutorial apply the same way. See what Google confirms about AdSense.

Who can do it. Someone with Administrator access to the AdSense account and edit permission on the GA4 property. In GA4, that role is called Editor.

How to link, in AdSense.

1. Sign in to your AdSense account.
2. Click Account, then Access and authorization, then Google Analytics integration.
3. On the page for your Google Analytics links, click New Link.
4. Select from the list the GA4 property you want to link.
5. Click Create link.

To check, in GA4. Open Admin, then Product links, then Google AdSense Links.

What Google warns about.

• Only AdSense for Content properties can be linked. More than one AdSense property can link to the same GA4 property, and one AdSense property can link to more than one GA4 property.
• The Google tag must be on the site.
• Data can take up to 24 hours to start showing, and data that AdSense collected before the link does not show up in Analytics.
• Ad blockers, ads inside an iframe, different time zones between the two accounts and an incomplete tag can make the numbers not match.

Where to read the revenue. According to Google, AdSense revenue is in the Monetization reports, then Publisher ads, and in the Explore menu, in the Total ad revenue metric. A reading of ours, which Google does not confirm, is to cross that metric with Session source / medium or Session campaign in an exploration, or to add the column to the Traffic acquisition report. Whether the Total revenue column already includes AdSense revenue, Google does not say. Its definition mentions Ad Manager and AdMob, not AdSense, so do not count on it.

Why does my push show up as Mobile Push Notifications even on a computer

GA4 decides the channel with rules written by Google. The Mobile Push Notifications channel rule looks only at the medium and the source of the visit. A medium that ends in push, or contains mobile or notification, or the source firebase, falls into the channel. The rule does not separate app, phone and browser. That is why AI Web Push, which uses the medium push, lands in that channel even when the person opens the link on a computer.

Google describes the channel as messages on mobile phones and, on the pages we consulted, does not say whether it wants web push there. The name can be confusing, but the line is your push. If the name bothers you, Google lets you create a custom channel group.

I have sites in more than one country

Here, what Google documents applies. What the law of each country requires about consent is not covered in this tutorial.

• There is no single rule. To organize accounts, Google speaks of a logical user base, and says one data stream can cover several domains. One property accepts up to 50 data streams.
• Each property links to only one Ad Manager network. As a consequence, sites that use different networks need different properties.
• Within one property, GA4 has the dimensions Stream name and Hostname to tell one site from another.
• Values appear in the property's currency, which you choose at creation and which by default is the US dollar (USD). Google does not say how GA4 converts the currency of the Ad Manager network.
• Each new site in AI Web Push is born with the same default UTM, so the site is separated in GA4 by stream or host, not by UTM.
• Where the cookie notice blocks the tag until acceptance, whoever refuses does not appear in the reports, nor does the revenue of those visits. Google says that in this mode there is also no modeling to fill the gap. In the advanced mode, Google uses modeling. Whether the ad revenue of those visits is modeled, Google does not say.

If it does not show up

Frequently asked questions

I send push notifications every day and monetize with ads. How can I see how much revenue they are generating?

In four steps. Check whether GA4 already receives the auto_push / push tag from AI Web Push (step 1). Give each campaign its own name if you want to separate one from another (step 2). Link Ad Manager to GA4 (step 3). Read Total revenue on the push line, in Reports, then Acquisition, then Traffic acquisition (step 4). The number shows the revenue of the visits that came from push. It does not prove that push caused that revenue.

Does the AI Web Push panel show revenue?

No. The panel shows, per campaign, the sends, impressions, clicks, CTR and ITS. The "Taxa de Conversão" (conversion rate) of the Welcome Drip measures who finished the flow, not a sale. Revenue is read in Google Analytics.

Do I need Google Tag Manager to see push revenue?

No. Tag Manager is one of three ways to install the Google tag on your site, next to the WordPress plugin and the code pasted into the pages. The Google tag reads the UTM on the landing page. If you also want to measure subscriptions, see the tutorial How to create Web Push reports in GA4 via GTM.

Is GA4 revenue the same as Ad Manager revenue?

It can differ. GA4 uses the value Ad Manager had at the moment of the ad, not the invoice closing. Ads in an iframe and passbacks are left out, and ad blockers and cookie refusal hide part of the visits.

How long does it take for revenue to show up?

GA4 can take 24 to 48 hours to process the data. After linking Ad Manager, Google does not give a time for revenue to start showing, and, from what Google describes, revenue from before the link does not come in.

Keep reading

• What AI Web Push already tags with UTM and how to tell each campaign apart
• How to add Google Analytics (GA4) to your site using a plugin, code or GTM
• How to create Web Push reports in GA4 via GTM, which measures subscriptions
• AI Web Push and Google Tag Manager

Sources

Google help pages, consulted on October 13 and 14, 2026. Each link goes to the page on the topic indicated.

• UTM parameters in Google Analytics
• GA4 default channel groups
• How to set up data collection and install the Google tag
• Link Ad Manager to GA4, Ad Manager side
• Link Ad Manager to GA4, Google Analytics side
• GA4 table of dimensions and metrics, including ad revenue
• Traffic acquisition report
• How GA4 assigns a source to sessions
• When a session ends
• Attribution lookback window
• Data processing delay
• Link AdSense to GA4, Google Analytics side
• Link AdSense to GA4, AdSense side
• AdSense and Analytics, frequently asked questions
• Account and property structure
• Data streams
• Property currency
• Consent and data modeling