Google Analytics 4 Dimensions and Metrics Explorer

Campaign / Campaign ID

The name and ID of a promotion or marketing campaign that led to a conversion event.

To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging.

Default channel grouping

Channel groupings are rule-based definitions of your traffic sources.

Default channel groupings include 'Direct', 'Organic Search', 'Paid Social', 'Organic Social', 'Email', 'Affiliates', 'Referral', 'Paid Search', 'Video', and 'Display'.

To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging.

Medium

The method for acquiring users to your website or application.

Examples include:

• 'affiliate': users who click a link through an affiliate program
• 'cpc': (short for cost-per-click) users who click a paid advertisement
• 'email': users who click a link in an email marketing campaign
• 'organic': users who click a link from a search engine
• 'referral': users who click a link on a website (e.g., a link in a video description)
• '(none)': direct traffic

To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging.

Source

A representation of the publisher or inventory source from which traffic originated. For example, users who return to your website from Google Search show as "google" in the Session source dimension.

Examples include “google”, “youtube”, and “gmail”.

To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging.

Source / medium

The source and medium that led a user to arrive on your website or application.

To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging.

Source platform

The platform where you manage buying activity (such as where budgets, targeting criteria, and so on are set).

Examples include:

• 'DV360' (traffic from Display & Video 360 marketing activity)
• 'Google Ads' (traffic from Google Ads marketing activity)
• 'Manual' (traffic that isn't from Google media marketing activity)
• 'SA360' (traffic from Search Ads 360 marketing activity)
• 'SFMC' (traffic from Salesforce Marketing Cloud marketing activity)
• 'Shopping Free Listings' (traffic from Google Merchant Center marketing activity)

To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging.

Age

The age of the user by bracket. Brackets include '18-24', '25-34', '35-44', '45-54', '55-64', and '65+'.

This dimension is populated automatically when you activate Google signals; however, data thresholds may be applied.

Gender

The gender of the user (i.e., 'Male' or 'Female').

This dimension is populated automatically when you activate Google signals; however, data thresholds may be applied.

Interests

The interests of the user (such as Arts & Entertainment, Games, Sports). Users can be counted in multiple interest categories. This is the same concept as affinity segments in Google Ads.

This dimension is populated automatically when you activate Google signals; however, data thresholds may be applied.

Currency

The currency code (based on the ISO 4217 standard) of the event.

Populate this dimension by sending the event-level currency parameter.

The currency parameter is required for events to have revenue or refund amounts.

Item affiliation

The name or code of the affiliate (i.e., partner or vender) associated with an item (e.g., a product you sell).

Populate this dimension by sending the item-level affiliation parameter through an online-sales event.

Item brand

The brand of an item (e.g., a product you sell).

Populate this dimension by sending the item-level item_brand parameter through an online-sales event.

Item category

The first hierarchical category in which you classified an item (e.g., a product you sell). For example, in Apparel/Mens/Summer/Shirts/T-shirts, Apparel is the item category.

Populate this dimension by sending the item-level item_category parameter through an online-sales event.

Item category 2

The second hierarchical category in which you classified an item (e.g., a product you sell). For example, in Apparel/Mens/Summer/Shirts/T-shirts, Mens is the item category 2.

Populate this dimension by sending the item-level item_category2 parameter through an online-sales event.

Item category 3

The third hierarchical category in which you classified an item (e.g., a product you sell). For example, in Apparel/Mens/Summer/Shirts/T-shirts, Summer is the item category 3.

Populate this dimension by sending the item-level item_category3 parameter through an online-sales event.

Item category 4

The fourth hierarchical category in which you classified an item (e.g., a product you sell). For example, in Apparel/Mens/Summer/Shirts/T-shirts, Shirts is the item category 4.

Populate this dimension by sending the item-level item_category4 parameter through an online-sales event.

Item category 5

The fifth hierarchical category in which you classified an item (e.g., a product you sell). For example, in Apparel/Mens/Summer/Shirts/T-shirts, T-shirts is the item category 5.

Populate this dimension by sending the item-level item_category5 parameter through an online-sales event.

Item coupon

The coupon used to purchase an item (e.g., a product you sell).

Populate this dimension by sending the item-level coupon parameter through an online-sales event.

Item discount amount

The monetary value of a discount from multiplying the discount and quantity parameters.

Populate this dimension by sending the item-level discount and item-level quantity parameters through an online-sales event.

Item ID

The ID that you specify for an item (e.g., a product you sell). For example, you can set an ID of 'SKU_12345'.

Populate this dimension by sending the item-level item_id parameter through an online-sales event.

Item list ID

An ID that you specify for a list of items (e.g., products you sell). For example, you can set an ID of 'related_products' for an item list in a related-products section.

Populate this dimension by sending the item-level item_list_id parameter through an online-sales event.

Item list name

A name that you specify for a list of items (e.g., products you sell). A name for a list of products. For example, you can set a name of 'Related Products' for an item list in a related-products section.

Populate this dimension by sending the item-level item_list_name parameter through an online-sales event.

Item list position

The position of an item (e.g., a product you sell) in a list.

Populate this dimension by sending the item-level index parameter through an online-sales event.

Item location ID

The ID you specify for the location of an item or promotion.

Populate this dimension by sending the item-level location_id parameter through an online-sales event.

Item name

The name of an item (e.g., a product you sell).

Populate this dimension by sending the item-level item_name parameter through an online-sales event.

Item promotion creative name

The name you specify for the creative associated with a promotion.

Populate this dimension by sending the item-level creative_name parameter with the view_promotion or select_promotion event.

Item promotion creative slot

The name you specify for the slot where you show the creative associated with a promotion.

Populate this dimension by sending the item-level creative_slot parameter with the view_promotion or select_promotion event.

Item promotion ID

The ID you specify for a promotion.

Populate this dimension by sending the item-level promotion_id parameter with the view_promotion or select_promotion event.

Item promotion name

The name you specify for a promotion.

Populate this dimension by sending the item-level promotion_name parameter with the view_promotion or select_promotion event.

Item variant

The item variant or unique code or description (e.g., XS, S, M, L for size; Red, Blue, Green, Black for color) for additional item details or options.

Populate this dimension by sending the item-level item_variant parameter through an online-sales event.

Local item price

The price of the item, localized by its currency code.

Populate this dimension by sending the item-level price and event-level currency parameters.

Order coupon

The coupon name or code that you specify for discounted items.

Populate this dimension by sending the event-level coupon parameter with an online-sales event.

Shipping amount

The shipping amount associated with a transaction.

Populate this dimension by sending the event-level shipping parameter in the purchase event.

Shipping tier

The shipping tier (e.g. Ground, Air, Next-day) selected for delivery of the purchased item.

Populate this dimension by sending the event-level shipping_tier parameter in the add_shipping_info event.

Tax amount

The tax amount associated with a transaction.

Populate this dimension by sending the event-level tax parameter in the purchase event.

Transaction ID

An identifier you create for an ecommerce transaction.

Populate this dimension by sending the event-level transaction_id parameter with an online-sales event.

Event name

The name of an event. For example, if someone triggers a purchase event, the text 'purchase' populates the dimension.

This dimension is populated automatically.

Is conversion event

The text 'true' when an event was marked as a conversion.

This dimension is populated automatically.

Achievement ID

An ID for an achievement that a user can unlock in a game.

Populate this dimension by sending the achievement_id parameter with the unlocked_achievement event.

Character

The name of a character used in a game.

Populate this dimension by sending the character parameter with the level_up or post_score event.

Level

The level number in a game.

Populate this dimension by sending the level parameter with the level_up or post_score event.

Virtual currency type

The type of virtual currency in a game.

Populate this dimension by sending the virtual_currency_name parameter with the earn_virtual_currency or spend_virtual_currency event.

File extension

The extension of a file download (for example, 'pdf' or 'txt').

This dimension is populated automatically by the file_extension parameter when enhanced measurement is enabled.

File name

The page path of a file download (for example, '/menus/dinner-menu.pdf').

This dimension is populated automatically by the file_name parameter when enhanced measurement is enabled.

Group ID

The group ID when a user joins a group. This dimension allows you to measure the popularity of various clans or user groups.

Populate this dimension by sending the group_id parameter with the join_group event.

Method

The method used to sign up, login, or share (e.g., Google, Twitter, etc.).

Populate this dimension by sending the method parameter with the sign_up, login, or share event.

Percent scrolled

The percentage down the page that the user scrolled. If someone scrolls at least 90% of a page, the value '90' populates the dimension. Otherwise, the dimension is blank.

This dimension is populated automatically by the scroll event if enhanced measurement is enabled.

Search term

The term used to search your website or application.

Populate this dimension by sending the search_term parameter with the search event.

Visible

The text 'true' when an embedded video is visible to the user.

This dimension is populated automatically by the visible parameter if enhanced measurement is enabled.

City

The city from which user activity originates. For example, if someone visits your website from New York City, the text 'New York' populates the dimension.

This dimension is populated automatically.

City ID

An ID associated with the city from which user activity originated. For example, if activity originates from Seattle, the value '1027744' populates the dimension.

This dimension is populated automatically.

Continent

The continent from which user activity originated. For example, if someone visits your websites from the United States, the text 'Americas' populates the dimension.

This dimension is populated automatically.

Continent ID

The UN M49 ID associated with the continent from which user activity originated. For example, if someone visits your website from the United States, the value '019' populates the dimension.

This dimension is populated automatically.

Country

The country from which user activity originated. For example, if someone visits your website from the United States, the text 'United States' populates the dimension.

This dimension is populated automatically.

Country ID

The ISO 3166 ID associated with the country from which user activity originated. For example, if activity originates from the United States, the value 'US' populates the dimension.

This dimension is populated automatically.

Region

The geographic region from which user activity originated. For example, if someone visits your website from New York City, the text 'New York' populates the dimension. If someone visits your website from England, the text 'England' populates the dimension.

This dimension is populated automatically.

Region ID

An ID for the geographic region from which user activity originates. For example, if someone visits your website from New York City, the text 'US-NY' populates the dimension. If someone visits your website from England, the text 'GB-ENG' populates the dimension.

This dimension is populated automatically.

Subcontinent

The subcontinent from which user activity originated. For example, if someone visits your website from the United States, the text 'Northern America' populates the dimension.

This dimension is populated automatically.

Subcontinent ID

The UN M49 ID associated with the subcontinent from which user activity originates. For example, if someone visits your website from the United States, the value '021' populates the dimension.

This dimension is populated automatically.

Link classes

The HTML class attribute for an outbound link or file download. For example, if a user clicks a link '<a class="center" href="www.youtube.com">', this dimension returns 'center'.

This dimension is populated automatically by the link_classes parameter when enhanced measurement is enabled.

Link domain

The destination domain of an outbound link or file download. For example, if a user clicks a link '<a href="www.youtube.com">', this dimension returns 'youtube.com'.

This dimension is populated automatically by the link_domain parameter when enhanced measurement is enabled.

Link ID

The HTML id attribute for an outbound link or file download. For example, if a user clicks a link '<a id="socialLinks" href="www.youtube.com">', this dimension returns 'socialLinks'.

This dimension is populated automatically by the link_id parameter when enhanced measurement is enabled.

Link text

The link text of a file download.

This dimension is populated automatically by the link_text parameter when enhanced measurement is enabled.

Link URL

The full URL for an outbound link or file download. For example, if a user clicks a link '<a href="https://www.youtube.com/results?search_query=analytics">', this dimension returns 'https://www.youtube.com/results?search_query=analytics'.

This dimension is populated automatically by the link_url parameter when enhanced measurement is enabled.

Outbound

The text 'true' when a link leads to a website that's not a part of the property’s domain.

This dimension is populated automatically by the outbound parameter when enhanced measurement is enabled.

Test data filter name

The name of a data filter in a testing state. You can use data from your data filters that are in a testing state to validate your filters before activating them.

This dimension is populated automatically when you set up data filters in a testing state.

Content group

The content group associated with a page or screen. For example, if you create a content group for Men's clothing using the value 'mens', the value 'mens' populates the dimension for pages with Men's clothing.

Populate this dimension by sending the content_group parameter.

Content ID

The ID that you assign to a content group.

Populate this dimension by sending the content_id parameter.

Content type

The type of content group.

Populate this dimension by sending the content_type parameter.

Hostname

The subdomain and domain names of a URL that people visited on your website. For example, the hostname of 'www.example.com/contact.html' is 'www.example.com'.

This dimension is populated automatically.

Landing page

The page path and query string associated with the first pageview in a session.

This dimension is populated automatically.

Page location

The complete URL of the webpage that someone visited on your website. For example, if someone visits www.googlemerchandisestore.com/Bags?theme=1, then the complete URL will populate the dimension.

This dimension is populated automatically.

Page path + query string

The page path and query strings in a URL. These are the parts of the URL that come after the domain. For example, if someone visits www.googlemerchandisestore.com/Bags?theme=1, then 'googlemerchandisestore.com' is the domain, 'Bags' is the page path, and 'theme=1' is the query string.

This dimension is populated automatically.

Page referrer

The referring URL, which is the user's previous URL and can be your website's domain or other domains.

This dimension is populated automatically by the page_referrer parameter.

Page title

The page title that you set on your website.

The page title comes from the <title> tag in your HTML. You can also add the page_title parameter to the config command to send a different page title.

Page title and screen class

The page title from a website and screen class from a mobile application.

The page title comes from the <title> tag in your HTML. You can also add the page_title parameter to the config command to send a different page title.

The screen class comes from the class name of the UIViewController or Activity that is currently in focus.

Page title and screen name

The page title from a website and screen name from a mobile application.

The page title comes from the <title> tag in your HTML. You can also add the page_title parameter to the config command to send a different page title.

The screen name comes from the name you set for a screen using the Google Analytics for Firebase SDK.

App store

The store from which your mobile app was downloaded and installed.

This dimension is populated automatically.

App version

The mobile app's versionName (Android) or short bundle version (iOS).

This dimension is populated automatically.

Browser

The browser from which user activity originated. Typical browsers include 'Chrome', 'Edge', 'Firefox', 'Internet Explorer', 'Opera', and 'Safari'.

This dimension is populated automatically.

Browser version

The version of the browser from which user activity originated. For example, the browser version might be '96.0.4664.110'.

This dimension is populated automatically.

Device

The mobile device from which user activity originated.

This dimension is populated automatically.

Device brand

The brand name of the mobile device (e.g., Motorola, LG, or Samsung).

This dimension is populated automatically.

Device category

The type of device from which user activity originated. Device categories include 'desktop', 'mobile', and 'tablet'.

This dimension is populated automatically.

Device model

The device model name (e.g., iPhone 5s or SM-J500M).

This dimension is populated automatically.

Language

The name of the language of a user's browser or device (e.g., 'French', 'English').

This dimension is populated automatically.

Language code

The language setting of a user’s browser or device, displayed as the ISO 639 language code (e.g., ‘en-us', 'es', 'zh-cn').

This dimension is populated automatically.

Mobile model

The mobile device model name (e.g., 'iPhone X').

This dimension is populated automatically.

Operating system

The operating system used by visitors on your website or application. Typical operating systems include 'Android', 'Chrome OS', 'Macintosh', and 'Windows'.

This dimension is populated automatically.

Operating system with version

The operating system and version used by visitors on your website or application.

This dimension is populated automatically.

OS version

The operating system version used by visitors on your website or application. (e.g., '9.3.2' or '5.1.1').

This dimension is populated automatically.

Platform

The method by which users accessed your website or application. Platforms include 'Android', 'iOS', and 'Web'.

This dimension is populated automatically.

Screen resolution

The width and height (in pixels) of the screen from which user activity originates. Examples include '1920x1080', '1440x900', and '1366x768'.

This dimension is populated automatically.

Stream ID

The ID of the stream from which users activity originated. You can find your stream IDs by going to Admin > Data Streams.

This dimension is populated automatically.

Stream name

The name of the stream from which users activity originated. You can find your stream names by going to Admin > Data Streams.

This dimension is populated automatically.

Ad format

The format of an ad. Typical formats include 'Banner', 'Interstitial', and 'Rewarded'.

This dimension is populated automatically when you integrate with AdMob or Google Ad Manager. If you integrate with MoPub, ironSource, or another ad monetization platform for mobile apps, you need to send the ad_impression event to populate the dimension.

Ad source

The source network that served an ad. Typical sources include 'AdMob Network', 'Meta Audience Network', and 'Mediated house ads'.

When you integrate with Google Ad Manager, this dimension represents the Google Ad Manager Network name (e.g., 'Bloomberg L.P. (Google Ad Manager Network 5262)'.

This dimension is populated automatically when you integrate with AdMob or Google Ad Manager. If you integrate with MoPub, ironSource, or another ad monetization platform for mobile apps, you need to send the ad_impression event to populate the dimension.

Ad unit

The name you chose for an ad unit. When you integrate with Google Ad Manager, this dimension represents Ad unit (all levels).

This dimension is populated automatically when you integrate with AdMob or Google Ad Manager. If you integrate with MoPub, ironSource, or another ad monetization platform for mobile apps, you need to send the ad_impression event to populate the dimension.

Date

The date when an event was collected, formatted as YYYYMMDD.

This dimension is populated automatically.

Day

The day of the month when an event was collected, formatted as a two-digit number from 01 to 31.

This dimension is populated automatically.

Month

The month when an event was collected, formatted as a two-digit number from 01 to 12.

This dimension is populated automatically.

Nth day

The number of days since the start of the specified date range.

This dimension is populated automatically.

Nth month

The number of months since the start of the specified date range.

This dimension is populated automatically.

Nth week

The number of weeks since the start of the specified date range.

This dimension is populated automatically.

Nth year

The number of years since the start of the specified date range.

This dimension is populated automatically.

Week

The week when an event was collected, formatted as a two-digit number from 01 to 53

This dimension is populated automatically.

Year

The year when an event was collected, formatted as a four-digit number (e.g., '2020').

This dimension is populated automatically.

First user campaign

The campaign by which the user was first acquired.

To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging.

First user campaign ID

The ID of the campaign by which the user was first acquired.

To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging.

First user default channel grouping

The default channel grouping by which the user was first acquired.

To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging.

First user medium

The medium by which the user was first acquired.

To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging.

First user source

The source by which the user was first acquired.

To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging.

First user source / medium

The source and medium by which the user was first acquired.

To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging.

First user source platform

The source platform by which the user was first acquired.

To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging.

Session campaign

The campaign that was associated with the start of a session.

To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging.

Session campaign ID

The ID of the campaign that was associated with the start of a session.

To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging.

Session default channel grouping

The default channel grouping that was associated with the start of a session.

To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging.

Session medium

The medium that was associated with the start of a session.

To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging.

Session source

The source that was associated with the start of a session.

To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging.

Session source / medium

The source and medium that was associated with the start of a session.

To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging.

Session source platform

The source platform that was associated with the start of a session.

To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging.

Audience name

The name of an audience that users belong to during the date range selected. Current user behavior does not affect historical audience membership in reports.

This dimension is populated automatically when you create audiences.

Signed in with user ID

The text 'yes' when you collect a user_id, which can help you connect separate sessions to an individual user.

This dimension is populated automatically.

First visit date

The date by which the user was first acquired.

This dimension is populated automatically.

First purchase date

The date of the user's first purchase.

Populate this dimension by sending the purchase event.

Last active date

The date of the user's most recent engagement.

This dimension is populated automatically

Last audience name

The name of an audience that users currently belong to.

This dimension is populated automatically when you create audiences.

Last platform

The method by which a user most recently accessed your website or application. Platforms include 'Android', 'iOS', and 'Web'.

This dimension is populated automatically.

Last purchase date

The date of the user's most recent purchase.

Populate this dimension by sending the purchase event.

Video provider

The source of the video (e.g., 'youtube').

This dimension is populated automatically by the video_provider parameter when enhanced measurement is enabled.

Video title

The title of the video.

This dimension is populated automatically by the video_title parameter when enhanced measurement is enabled.

Video URL

The url of the video.

This dimension is populated automatically by the video_url parameter when enhanced measurement is enabled.

Advertiser Ads clicks

The total number of times users clicked on your advertising campaign through an Ads platform (e.g., The Google Ads clicks metric applies to Google Ads).

This dimension is populated automatically when you link Google Ads and Analytics.

Advertiser Ads cost

The total amount you paid for your advertising campaign through an Ads platform (e.g., The Google Ads cost metric applies to Google Ads).

This dimension is populated automatically when you link Google Ads and Analytics.

Advertiser Ads cost per click

The average cost you paid per click for your advertising campaign through an Ads platform (e.g., The Google Ads cost per click metric applies to Google Ads).

This dimension is populated automatically when you link Google Ads and Analytics.

Advertiser Ads impressions

The total number of times your advertising campaign was shown to users through an Ads platform (e.g., The Google Ads impressions metric applies to Google Ads).

This dimension is populated automatically when you link Google Ads and Analytics.

Non-Google clicks

The total number of times users clicked on your ad.

This dimension is populated automatically when you import cost data.

Non-Google cost

The total cost of your advertising campaign.

This dimension is populated automatically when you import cost data.

Non-Google cost per click

The average amount you paid per click for your advertising campaign.

This dimension is populated automatically when you import cost data.

Non-Google cost per conversion

The average cost you paid per conversion for your advertising campaign.

This dimension is populated automatically when you import cost data.

Non-Google impressions

The total number of times your advertising campaign was shown to users.

This dimension is populated automatically when you import cost data.

Return on non-Google ad spend

The total amount of revenue earned for every dollar spent on advertising.

This dimension is populated automatically when you import cost data.

Add-to-carts

The number of times users added items to their shopping carts.

Populate this metric by sending the add_to_cart event.

Buyers

The number of unique users who made at least one purchase.

Populate this metric by sending the purchase event.

Cart-to-view rate

The number of users who added an item (e.g., a product you sell) to their shopping cart per user who viewed the item.

Populate this metric by sending the add_to_cart and view_item events.

Checkouts

The number of times users started the checkout process.

Populate this metric by sending the begin_checkout event.

Ecommerce purchases

The number of times users completed a purchase.

Populate this metric by sending the purchase event.

Ecommerce quantity

The number of items included in an ecommerce event.

Populate this dimension by sending the quantity parameter with an ecommerce event.

Item list clicks

The number of times users clicked an item that appeared in a list.

Populate this metric by sending the select_item event.

Item list views

The number of times an item list was viewed.

Populate this metric by sending the view_item event.

Item promotion clicks

The number of times an item promotion was clicked.

Populate this metric by sending the select_promotion event.

Item promotion views

The number of times an item promotion was viewed.

Populate this metric by sending the view_promotion event.

Item quantity

The number of units for a single item included in an ecommerce event.

Populate this metric by sending the quantity parameter with an ecommerce event.

Item refund

The number of times an item refund was initiated

Populate this metric by sending the refund event.

Item views

The number of times an item's details were viewed.

Populate this metric by sending the view_item event.

Purchase revenue

The sum of revenue from purchases made on your website or application.

This metric is the sum of the purchase, in_app_purchase, app_store_subscription_renew, and app_store_subscription_convert events minus the refund events.

Purchase-to-view rate

The number of users who purchased an item (e.g., a product you sell) per user who viewed the item.

Populate this metric by sending the purchase and view_item events.

Purchases

The total number of purchases on your website or application.

Populate this metric by sending the purchase event.

Refunds

The total number of refunds on your website or application.

Populate this metric by sending the refund event.

Transactions

The total number of completed purchases on your site.

Populate this metric by sending the purchase event.

Transactions per purchaser

The average number of purchases per buyer for the selected time frame.

Populate this metric by sending the purchase event.

Conversions

The number of times users triggered a conversion event.

Populate this metric by marking an event as a conversion.

Event count

The number of times users triggered an event.

This metric is populated automatically.

Event count per user

The average number of events triggered per user.

This metric is populated automatically.

Event value

The sum of all value parameters supplied with an event. You can use this context-sensitive metric to capture data that's important to you (e.g., revenue, time, distance).

Populate this metric by including the value parameter.

Events per session

The average number of events per session.

This metric is populated automatically.

First opens

The number of times your users opened your application for the first time.

This metric is populated automatically by the first_open event.

First visits

The number of times your users opened your website for the first time.

This metric is populated automatically by the first_visit event.

Entrances

The number of times that the first event recorded for a session occurred on a page or screen. Learn more

This metric is populated automatically.

Exits

The number of times that the last event recorded for a session occurred on a page or screen. Learn more

This metric is populated automatically.

Views

The number of mobile app screens or web pages your users saw. Repeated views of a single screen or page are counted.

This metric is populated automatically.

Views per user

The average number of mobile app screens or web pages viewed per user.

This metric is populated automatically.

Churn probability

The probability that a user who was active on your app or site in the last 7 days will not be active in the next 7 days.

To learn how to populate this metric, see Predictive metrics.

In-app purchase probability

The probability that a user who was active in the last 28 days will make an in-app purchase in the next 7 days.

To learn how to populate this metric, see Predictive metrics.

Predicted revenue

The revenue expected from all purchase conversions within the next 28 days from a user who was active in the last 28 days.

To learn how to populate this metric, see Predictive metrics.

Purchase probability

The probability that a user who was active in the last 28 days will make a purchase in the next 7 days.

To learn how to populate this metric, see Predictive metrics.

Ad exposure

The total time that your ad units were shown to a user (in milliseconds).

This metric is populated automatically when you integrate with AdMob or Google Ad Manager. If you integrate with MoPub, ironSource, or another ad monetization platform for mobile apps, you need to send the ad_impression event to populate the dimension.

Ad revenue

The sum of the advertising revenue for a user.

This metric is populated automatically when you integrate with AdMob or Google Ad Manager. If you integrate with MoPub, ironSource, or another ad monetization platform for mobile apps, you need to send the ad_impression event to populate the dimension.

Ad unit exposure

The time that a given ad unit was shown to a user (in milliseconds).

This metric is populated automatically when you integrate with AdMob or Google Ad Manager. If you integrate with MoPub, ironSource, or another ad monetization platform for mobile apps, you need to send the ad_impression event to populate the dimension.

ARPPU

Average revenue per paying user (ARPPU) is the total purchase revenue per active user who made a purchase. The summary metric is for the time period selected.

To learn how to populate this metric, see Purchase revenue.

ARPU

Average revenue per active user (ARPU) is the total revenue generated on average from each active user.

To learn how to populate this metric, see Total revenue.

Average daily revenue

The average total revenue for a day over the selected time frame.

To learn how to populate this metric, see Total revenue.

Average purchase revenue

The average purchase revenue over the selected time frame.

To learn how to populate this metric, see Purchase revenue.

Average purchase revenue per user

The sum of the purchase revenue per user.

To learn how to populate this metric, see Purchase revenue.

Max daily revenue

The maximum total revenue for a day over the selected time frame.

To learn how to populate this metric, see Total revenue.

Min daily revenue

The minimum total revenue for a day over the selected time frame.

To learn how to populate this metric, see Total revenue.

Total revenue

The total revenue from purchases, in-app purchases, subscriptions, and advertising revenue.

This metric is the sum of the purchase, in_app_purchase, app_store_subscription_renew, and app_store_subscription_convert events.

Bounce rate

The percentage of sessions that were not engaged sessions.

This metric is populated automatically.

Engaged sessions

The number of sessions that lasted 10 seconds or longer, or had 1 or more conversion events or 2 or more page or screen views.

This metric is populated automatically.

Engaged sessions per user

The average number of engaged sessions per user.

This metric is populated automatically.

Engagement rate

The percentage of sessions that were engaged sessions.

This metric is populated automatically.

Sessions

The number of sessions that began on your website or application.

This metric is populated automatically.

Sessions per user

The average number of sessions per user.

This metric is populated automatically.

Views per session

The average number of pages or screens viewed in a session.

This metric is populated automatically.

1-day repeat purchasers

The number of customers who complete 1 or more purchases in 2 consecutive days.

Populate this metric by sending the purchase event.

2–7-day repeat purchasers

The number of customers who purchased one day and anytime between 2 and 7 days prior.

Populate this metric by sending the purchase event.

30-day paid active users

The number of customers who complete 1 or more purchases in the last 30 days.

Populate this metric by sending the purchase event.

31–90-day repeat purchasers

The number of customers who purchased one day and anytime between 31 and 90 days prior.

Populate this metric by sending the purchase event.

7-day paid active users

The number of customers who complete 1 or more purchases in the last 7 days.

Populate this metric by sending the purchase event.

8–30-day repeat purchasers

The number of customers who purchased one day and anytime between 8 and 30 days prior.

Populate this metric by sending the purchase event.

90-day paid active users

The number of customers who complete 1 or more purchases in the last 90 days.

Populate this metric by sending the purchase event.

Active users

The number of distinct users who visited your website or application. An active user is any user who has an engaged session or when Analytics collects:

• the first_visit event or engagement_time_msec parameter from a website
• the first_open event or engagement_time_msec parameter from an Android app
• the first_open or user_engagement event from an iOS app

This metric is populated automatically.

Average daily purchasers

The average number of purchasers across all the days in the selected time frame.

Populate this metric by sending the purchase event.

Average engagement time

The average time that your website was in focus in a user's browser or mobile app was in the foreground of a user's device. This metric is calculated as the sum of user engagement durations per active user. Learn more about engagement metrics.

This metric is populated automatically.

Average engagement time per session

The average engagement time per session.

This metric is populated automatically.

DAU / MAU

Daily Active Users (DAU) / Monthly Active Users (MAU) shows the percentage of users who engaged for the calendar day out of the users who engaged in the last 30 days. A higher ratio suggests good engagement and user retention.

This metric is populated automatically.

DAU / WAU

Daily Active Users (DAU) / Weekly Active Users (WAU) shows the percentage of users who engaged in the last 24 hours out of the users who engaged in the last 7 days. A higher ratio suggests good engagement and user retention.

This metric is populated automatically.

First time purchasers

The number of users who made their first purchase in the selected time frame.

Populate this metric by sending the purchase event.

First-time purchaser conversion

The percentage of active users who made their first purchase. This metric is returned as a fraction; for example, 0.092 means 9.2% of active users were first-time purchasers.

Populate this metric by sending the purchase event.

First-time purchasers per new user

The average number of first-time purchasers per new user.

Populate this metric by sending the purchase event.

Max daily purchasers

The maximum number of purchasers across all the days in the selected time frame.

Populate this metric by sending the purchase event.

Min daily purchasers

The minimum number of purchasers across all the days in the selected time frame.

Populate this metric by sending the purchase event.

New users

The number of users with 0 previous sessions. Users who already have had a session are returning users.

This metric is populated automatically.

PMAU / DAU

Paying Monthly Active Users (PMAU) / Daily Active Users (DAU) shows you the percentage of active users who have made a purchase in the prior month.

Populate this metric by sending the purchase event.

PWAU / DAU

Paying Weekly Active Users (PWAU) / Daily Active Users (DAU) shows you the percentage of active users who have made a purchase in the prior week.

Populate this metric by sending the purchase event.

Returning users

The number of users who have initiated at least one previous session, regardless of whether or not the previous sessions were engaged sessions.

This metric is populated automatically.

Total purchasers

The total number of users who purchased an item (e.g., a product you sell).

Populate this metric by sending the purchase event.

Total users

The total number of unique users who triggered at least one event.

This metric is populated automatically.

User engagement

The length of time that your app screen was in the foreground or your web page was in focus. Learn more about user engagement.

This metric is populated automatically.

WAU / MAU

Weekly Active Users (DAU) / Monthly Active Users (MAU) shows the percentage of users who engaged in the last 7 days out of the users who engaged in the last 30 days. A higher ratio suggests good engagement and user retention.

This metric is populated automatically.

Lifetime ad revenue

The ad revenue you generate from someone since their first visit to your website or app.

This metric is populated automatically from the ad_impression event. You can also link AdMob to Firebase to collect additional data.

Lifetime engaged sessions

The number of engaged sessions a user had since they first visited your website or application.

This metric is populated automatically.

Lifetime engagement duration

The length of time since a user's first visit that the user was active on your website or application while it was in the foreground.

This metric is populated automatically.

Lifetime session duration

The total duration of user sessions, from their first session until the current session expires, including time when your website or application is in the background.

This metric is populated automatically.

Lifetime sessions

The total number of sessions that a user had since their first visit to your website or application.

This metric is populated automatically.

Lifetime transactions

The total number of completed purchases by a user since their first visit to your website or application.

Populate this metric by sending the purchase event.

LTV

Lifetime value (LTV) shows the total revenue from purchases on your website or application. You can use the data to determine how valuable users are based on additional revenue you generate.

This metric is the sum of the purchase, in_app_purchase, app_store_subscription_renew, and app_store_subscription_convert events minus the refund events.