[GA4] Life cycle collection

Understand the complete customer funnel from acquisition to retention

The Life cycle collection helps you understand how people use your website or app, from acquisition to retention. It differs from the User collection, which shows you information about your users.

Access the collection

The Life cycle collection appears on the left when you select "Get baseline reports" while creating your Google Analytics property.

The baseline reports are reports that aren't personalized to your business objectives; instead, the baseline reports include a broad range of reports to help you understand how people find and use your website or app.

You will also see the Life cycle collection by default if either of the following are true:

  • You created the property before March 27, 2023
  • You migrated from a Universal Analytics property using Setup Assistant

If you don't see the collection and you are an Administrator or Editor, you can add the collection from the report library.

Available reports

The Life cycle collection includes the following reports by default.

If you want to add or remove a report, and you are an Editor or Administrator, see this article.

Topic Report

Acquisition overview

User acquisition

Traffic acquisition


Engagement overview


Key events

Pages and screens

Landing pages


Monetization overview

Ecommerce purchases

Purchase journey

Checkout journey

In-app purchases

Publisher ads


Retention Retention overview

Add the Life cycle collection

  1. On the left, click Reports.
  2. Click Library (at the bottom left).
    If you don't see Library, you don't have permission to change the navigation.
  3. Click Collection action menu > Publish next for the Life cycle collection.

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