Google Analytics 4 (GA4) Metrics Terminology Cheatsheet | Digital Marketing Director

Google Analytics 4 (GA4) New Terminology

You can’t get away from learning GA4. Thanks Google!

Here is the dictionary to Google's new vocab.

Metrics

Acquisition Metrics

• Users:?The total number of people who visited your site or app.
• New Users:?The total number of users visiting your site or app for the first time.
• Session:?The total number of sessions started, regardless of length or activity.
• Engaged Session:?A session that lasted longer than 10 seconds, had a conversion event, or had 2 or more page/screen views.
• Engaged Sessions Per User:?Number of Engaged Sessions / The Number Of Users
• Average Engagement Time Per Session:?The average time the app was in the foreground or website had focus on the browser during each session.

Behavior Metrics

• Views Per User:?The average number of pages viewed by a user.
• Views:?The number of pages or screens a user saw. Repeated views on the same page are counted.
• Engagement Rate:?Total Engaged Sessions / Total Number of Sessions
• Average Engagement Time:?The average time a user spends on your site engaged (i.e scrolling, clicking, searching, etc.).
• Events per Session:?Number of Events / Number of Sessions
• Event Count:?The overall number of events triggered. You can drill down for the total number of times a specific event was triggered with the drop-down.
• Event Count Per User:?Average number of events triggered by each user (Events / Users).
• Conversions:?The overall number of conversions triggered. You can drill down for the total number of times a specific conversion was triggered with the drop-down.
• Total Revenue:?The sum of revenue from purchases, subscriptions and advertising revenue.
• Views Per User:?The average number of pages viewed by a user.
• Unique User Scrolls:?Number of unique users that scrolled 90% of the depth of the page at least once.
• DAU / MAU:?Daily Active Users / Monthly Active Users
• DAU / WAU:?Daily Active Users / Weekly Active Users
• WAU / MAU:?Weekly Active Users / Monthly Active Users

eCommerce Metrics

• Item Views:?The number of times an item page was viewed.
• Cart-To-View Rate:?Formula - Total Add-To-Carts / Total Product Views
• Ecommerce Purchases:?Number of times a user completed a purchase.
• Purchase-To-View Rate:?Formula - eCommerce Purchases / Item Views
• Item Purchase Quantity:?The number of units of a single item included in a purchase.
• eCommerce Purchase Quantity:?The number of items included in a purchase.
• eCommerce Purchases:?Number of times a user purchased an item.
• Item Revenue:?Total revenue from a specific item only, excluding shipping and taxes.

• Item Promotion Views:?The number of times an item promotion was viewed.
• Item Promotion Clicks:?The number of times an item promotion was clicked.
• Item Promotion Click Through Rate:?Item Promotion Clicks / Item Promotion Views.
• Item Revenue:?Total revenue from a specific item. Excludes shipping and taxes.

Ad Network Metrics

• Publisher Ad Impressions:?The number of times an ad was displayed on your website.
• Ad Unit Exposure:?The amount of time the ad unit was shown or "exposed" to the user.
• Publisher Ad Clicks:?The number of times an ad was clicked on your website.
• Total Ad Revenue:?Total revenue generated by an ad (includes AdMob and Third-Party Advertisers).

Dimensions

Acquisition Dimensions

• User Medium:?Is the medium that a new user was first acquired from.
• Session Medium:?Is the medium that a user initiated a new session from.
• User source:?The source by which the user was first acquired.
• Session Source:?The source by which a new session was initiated.
• User Source / Medium:?The source and medium by which the user was first acquired.
• Session Source / Medium:?The source and medium by which a new session was initiated.
• User Campaign:?The campaign by which the user was first acquired.
• Session Campaign:?The campaign by which a new session was initiated.
• User Google Ads Ad Network Type:?The Google Ad Network the user was first acquired on (i.e Google Search, Google Shopping, Display Network and Youtube).
• Session Google Ads Ad Network Type:?The Google Ad Network a new session was initiated from (i.e Google Search, Google Shopping, Display Network and Youtube).
• User Campaign Creative ID:?The Google Ads creative ID a user was first acquired through.
• User Google Ads Ad Group Name:?The ad group name a user was first acquired through.
• Session Google Ads Ad Group Name:?The ad group a new session was initiated from.
• User Google Ads Ad Group ID:?The ID of the ad group a user was first acquired through.
• Session Default Channel Grouping:?The default channel group from which a new session was initiated.

eCommerce Dimensions

• Item Promotion Creative Name:?The internal creative associated with the item promotion (i.e a banner, carousel, or image on your website).
• Item Promotion ID:?The ID associated with your internal promotion.
• Item Name:?The name of your item.
• Item ID:?The ID of the item.
• Item Category 1 - 5:?The categories that an item is assigned to (i.e apparel).
• Item Brand:?The brand name of the item.

Ad Network Dimensions

• Ad Unit:?Location (ad space) on the website or app that displayed the ad.
• Page Path and Screen Class:?The site page or app screen where the ad was displayed.
• Ad Format:?The format of the ad (i.e text, video, image).
• Ad Source:?The company who provided the ad.