This article is about Google Analytics 4 properties. If you're using a Universal Analytics property, refer to the Universal Analytics section of this help center.

[GA4] Dimensions and metrics

Dimensions and metrics are information collected from the events users trigger on your website or mobile app. This article describes each dimension and metric and where you can find them in reports and explorations.

To find a specific dimension or metric, search the article (using Ctrl+F or Command+F on your keyboard). You can also use the GA4 Dimensions & Metrics Explorer to see the dimensions and metrics available for a given property.

Dimensions

Dimensions are descriptive attributes or characteristics of your data. For example, the City dimension indicates the city from which a triggered event originates.

Dimension Description Reporting
Achievement ID The ID of an achievement in a game. Populated by the achievement_id event parameter. Engagement
Ad format The format of an ad (such as text, image, or video). Typical formats include 'Interstitial', 'Banner', 'Rewarded', and 'Native advanced'. Monetization
Ad source The source network that served the ad. Typical sources include 'AdMob Network', 'Liftoff', 'Facebook Audience Network', and 'Mediated house ads'. Monetization
Ad unit The name you chose to describe this Ad unit. Ad units are containers you place in your apps to show ads to users.

Firebase

Monetization

Age The age of the user by bracket: 18-24, 25-34, 35-44, 45-54, 55-64, and 65+. Demographics
App store The store from which the app was downloaded and installed. Explorations
App version The app's versionName (Android) or short bundle version (iOS). Tech
Audience The audiences that users belong to when they log events. Games
Audience name The given name of an audience. Users are reported in the audiences to which they belonged during the date range of the report. Current user behavior does not affect historical audience membership in reports. Explorations
Browser The browser from which user activity originated. Tech
Browser version The browser version from which user activity originated. Tech
Campaign The name of a marketing campaign. Present only for conversion events. Explorations
Campaign ID The identifier of a marketing campaign. Present only for conversion events. Explorations
Character The player character in a game for an event. Populated by the character event parameter. Explorations
City The city from which user activity originated. Demographics
Content group The user-defined collection of content. Engagement
Country The country from which user activity originated.

Demographics

Firebase

Date The date of the event, formatted as YYYYMMDD. Explorations
Day The day of the month, a two-digit number from 01 to 31. Explorations
Default channel grouping

The default channel grouping for a conversion is based primarily on source and medium. Includes 'Direct', 'Organic Search', 'Paid Social', 'Organic Social', 'Email', 'Affiliates', 'Referral', 'Paid Search', 'Video', and 'Display'. Learn more

Explorations
Device brand The brand name of the mobile device (such as Motorola, LG, or Samsung). Tech
Device category The category of the device (such as mobile or tablet). Tech
Device model The device model name (such as iPhone 5s or SM-J500M).

Firebase

Tech

Event name The name of the event. Engagement
File extension The extension of the downloaded file (for example, 'pdf' or 'txt'). Automatically populated if enhanced measurement is enabled. Populated by the event parameter 'file_extension'. Explorations
File name The page path of the downloaded file (for example, '/menus/dinner-menu.pdf'). Automatically populated if enhanced measurement is enabled. Populated by the event parameter 'file_name'. Explorations
First user ad group ID

The ad-group ID by which the user was first acquired. Based on the Cross-channel last click attribution model.

Games
First user ad group name

The ad-group name by which the user was first acquired. Based on the Cross-channel last click attribution model.

Games
First user ad network type

The ad network by which the user was first acquired. Based on the Cross-channel last click attribution model.

Games
First user campaign

The campaign by which the user was first acquired. Based on the Cross-channel last click attribution model. Learn more

Games
First user campaign ID

The ads creative ID by which the user was first acquired. Based on the Cross-channel last click attribution model. Learn more

Games
First user Google Ads ad group name

The ad-group name by which the user was first acquired. Based on the Cross-channel last click attribution model.

Acquisition
First user Google Ads ad network type

The ad network by which the user was first acquired. Based on the Cross-channel last click attribution model.

Acquisition
First user medium

The medium by which the user was first acquired. Based on the Cross-channel last click attribution model. Learn more

Acquisition

Games

First user source

The source by which the user was first acquired. Based on the Cross-channel last click attribution model. Learn more

Acquisition

Games

First user source / medium

The source and medium by which the user was first acquired. Based on the Cross-channel last click attribution model. Learn more

Acquisition

Games

First visit date The date when a user first visited your website or app. Learn more Explorations
Gender The gender of the user (male or female). Demographics
Google Ads account name The name in Google Ads for the conversion event's campaign. Corresponding to customer.descriptive_name in the Google Ads API. Explorations
Google Ads ad group ID The ad group id attributed the conversion event. Explorations
Google Ads customer ID The 10-digit Google Ads Customer ID. Explorations
Google Ads keyword text

The matched keyword that led to the conversion event.

Keywords are words or phrases that describe your product or service that you choose to get your ad in front of the right customers.

Explorations
Google Ads query The search query that led to the conversion event. Explorations
Group ID The player group ID in a game for an event. Populated by the event parameter 'group_id'. Explorations
Interests The interests of the user (such as Arts & Entertainment, Games, Sports). Users can be counted in multiple interest categories. Demographics
Is conversion event The string 'true' for conversion events. Explorations
Item brand The brand of the item. Populated by the event parameters 'index_brand'. Monetization
Item category

The hierarchical category in which the item is classified.

For example, in Apparel/Mens/Summer/Shirts/T-shirts, Apparel is the item category. Populated by the event parameters 'item_category'.

Monetization
Item category 2

The hierarchical category in which the item is classified.

For example, in Apparel/Mens/Summer/Shirts/T-shirts, Mens is the item category 2. Populated by the event parameters 'item_category2'.

Monetization
Item category 3

The hierarchical category in which the item is classified.

For example, in Apparel/Mens/Summer/Shirts/T-shirts, Summer is the item category 3. Populated by the event parameters 'item_category3'.

Monetization
Item category 4

The hierarchical category in which the item is classified.

For example, in Apparel/Mens/Summer/Shirts/T-shirts, Shirts is the item category 4. Populated by the event parameters 'item_category4'.

Monetization
Item category 5

The hierarchical category in which the item is classified.

For example, in Apparel/Mens/Summer/Shirts/T-shirts, T-shirts is the item category 5. Populated by the event parameters 'item_category5'.

Monetization
Item coupon The coupon used to purchase an item. Populated by the event parameter 'coupon'. Explorations
Item ID

The ID of the item. Populated by the event parameter 'item_id'.

Monetization
Item list ID

The ID of the item list. Populated by the event parameter 'item_list_id'.

Monetization
Item list name

The name of the item list. Populated by the event parameter 'item_list_name'.

Monetization
Item list position The position of the item in an item list. Populated by the event parameter 'index'. Explorations
Item location ID The location ID of the item list. Populated by the event parameter 'location_id'. Explorations
Item name

The name of the item. Populated by the event parameter 'item_name'.

Monetization
Item promotion creative slot The name of the promotional creative slot associated with the event. Populated by the event parameter 'creative_slot'. Explorations
Item promotion creative name

The name of the item-promotion creative. Populated by the event parameter 'creative_name'.

Monetization
Item promotion ID

The ID of the item promotion. Populated by the event parameter 'promotion_id'.

Monetization
Item promotion name

The name of the item promotion. Populated by the event parameter 'promotion_name'.

Monetization
Language The language setting of the device OS (such as en-us or pt-br). Demographics
Last active date The date that the user last engaged with your site or app. Explorations
Last audience name The audiences to which users currently belong. Explorations
Last platform The last platform from which the user visited your site or app. Explorations
Last purchase date The last date when the user made an in-app purchase or ecommerce purchase. Explorations
Latitude The geographic latitude from which user activity originated. Demographics
Level The player's experience level in a game; a numeric indicator of a player's progress in the game. Explorations
Longitude The geographic longitude from which user activity originated. Demographics
Medium The medium attributed to the conversion event. Learn more Explorations
Message ID The ID of the Firebase Cloud Messaging campaign. Explorations
Message name The name of the Firebase Cloud Messaging campaign. Explorations
Message time The time that the Firebase Cloud Messaging campaign was started. Explorations
Method The method by which an event was triggered. Populated by the event parameter 'method'. Explorations
Month The month of the event, a two digit integer from 01 to 12. Explorations
New / established

New: First opened the app within the last 7 days.

Established: First opened the app more than 7 days ago.

Explorations
Nth day The number of days since the start of the date range. Explorations
Nth month The number of months since the start of a date range. The starting month is 0000. Explorations
Nth week The number of weeks since the start of a date range. Explorations
Nth year The number of years since the start of the date range. The starting year is 0000. Explorations
Operating system The operating system used by visitors to your website or mobile app. Tech

Operating system with version

OS with version

The operating system and the version used by visitors to your website or mobile app. Engagement
Order coupon

The code for the order-level coupon. Populated by the event parameter 'coupon'.

Monetization
OS version The operating system version used by visitors to your website or mobile app (such as 9.3.2 or 5.1.1). Tech
Page path and screen class

The webpage path and default app screen class.

The webpage path is the part of the URL that comes after the domain and before the query strings.

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

Engagement

Monetization

Page title and screen class

The webpage title and default app screen class.

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

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

Engagement

Firebase

Page title and screen name

The webpage title and default app screen name.

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

Engagement
Percent scrolled The percentage down the page that the user scrolled. For example, '90' means the user scrolled at least 90% of the page. Automatically populated if enhanced measurement is enabled. Populated by the event parameter 'percent_scrolled'. Explorations
Product ID The product code of items sold. Monetization
Platform The platform on which your website or mobile app ran (such as web, iOS, or Android). Tech
Platform / device category The platform and device on which your website or mobile app ran. Tech
Region The geographic region from which user activity originated. Demographics
Screen resolution The resolution of the screen used to engage with your site or app. Tech
Session campaign The campaign that referred the user's session. Learn more Acquisition
Session default channel grouping Channel groupings are rule-based definitions of your traffic sources. These default system definitions reflect Analytics' current view of what constitutes each channel. Learn more Acquisition
Session medium The channel that referred the user's session. Learn more Acquisition
Session source The site that referred the user's session. Learn more Acquisition
Session source / medium The site and channel that referred the user's session. Learn more Acquisition
Signed in with user ID The string 'yes' if the user signed in with the User-ID feature. Explorations
Source The source attributed to the conversion event. Learn more Explorations
Source / medium The source and medium attributed to the conversion event. Learn more Explorations
Subcontinent The subcontinent from which user activity originated. Demographics
Test data filter name The name of data filters in testing state. You use data filters to include or exclude event data from your reports based on event-parameter values. Explorations
Topic The topic associated with the Firebase Cloud Messaging campaign. Explorations
Traffic origin The traffic origin of the conversion event's campaign. Explorations
Transaction ID The ID of an ecommerce transaction. Monetization
Video URL The url of the video. Automatically populated for embedded videos if enhanced measurement is enabled. Populated by the event parameter 'video_url'. Explorations
Video provider The source of the video (for example, 'youtube'). Automatically populated for embedded videos if enhanced measurement is enabled. Populated by the event parameter 'video_provider'. Explorations
Video title The title of the video. Automatically populated for embedded videos if enhanced measurement is enabled. Populated by the event parameter 'video_title'. Explorations
Week The week of the event, a two-digit number from 01 to 53. Explorations
Year The four-digit year of the event e.g. 2020. Explorations

Metrics

Metrics are quantitative measurements, such as averages and ratios. For example, the Event count metric is the total number of times an individual event was triggered.

Metric Description Reporting
1-day repeat purchasers The customers who complete 1 or more purchases in 2 consecutive days. Explorations
2–7-day repeat purchasers The customers who purchased one day and anytime between 2 and 7 days prior. Explorations
30-day paid active users The customers who complete 1 or more purchases in the last 30 days. Explorations
31–90-day repeat purchasers The customers who purchased one day and anytime between 31 and 90 days prior. Explorations
7-day paid active users The customers who complete 1 or more purchases in the last 7 days. Explorations
8–30-day repeat purchasers The customers who purchased one day and anytime between 8 and 30 days prior. Explorations
90-day paid active users The customers who complete 1 or more purchases in the last 90 days. Explorations
Active users

The number of distinct users who visited your site or app.

Analytics determines an active user as any user who has an engaged session or when Analytics collects:

  • the first_visit event or engagement_time_msec parameter from your website
  • the first_open event or engagement_time_msec parameter from your Android app
  • the first_open or user_engagement event from your iOS app
Explorations
Ad exposure The time that an ad was exposed to a user, in milliseconds. Explorations
Ad revenue The sum of all advertising revenue. Monetization
Ad unit exposure The length of time that an ad unit was exposed to a user. Monetization
Add-to-carts

The number of times users added an item to their shopping cart. Populated by the event 'add_to_cart'.

Monetization
ARPPU

The total purchase revenue per active user who logged a purchase event on a given day.

Calculation: average revenue / paying users

Games
ARPU

The average revenue per user, including AdMob estimated earnings.

Calculation: revenue / active users

Games
Average daily purchasers The average number of daily buyers for the selected date range. Explorations
Average daily revenue The average daily revenue for the selected date range. Explorations
Average engagement time

The average length of time that the app was in the foreground or the website had focus in the browser.

Calculation: the sum of user engagement durations divided by the number of active users.

Acquisition

Demographics

Engagement

Firebase

Games

Tech

Average engagement time per session

The average length of time that the app was in the foreground or the website had focus in the browser during each session.

Calculation the sum of user engagement durations divided by the number of sessions.

Acquisition

Engagement

Firebase

Average product revenue

The average revenue for all products sold.

Calculation: number of products sold / total product revenue

Monetization
Average purchase revenue The average purchase revenue in the transaction group of events. Explorations
Average purchase revenue per user The average revenue per user. Firebase
Average transaction revenue The average revenue of every purchase transaction. Games
Buyer conversion The percentage of unique users who made 1 or more purchase transactions, normalized by active users. Games
Buyers The number of unique users who made 1 or more purchase transactions. Games
Cart-to-view rate

The number of users who added products to their cart divided by the number of users who viewed the products. For example, '0.1132' means 11.32% of users who viewed a product also added the same product to their cart.

Monetization
Checkouts The number of times users started the checkout process. Monetization
Churn probability The probability that users won't be active on your site or app in the next 7 days. Explorations
Conversions The number of times an individual conversion event was triggered, or the overall number of conversion events that were triggered.

Acquisition

Demographics

Engagement

Firebase

Tech

DAU / MAU

The rolling daily percent of 30-day active users who are also 1-day active users. Learn more

Calculation: daily active users / monthly active users

Engagement
DAU / WAU

The rolling daily percent of 7-day active users who are also 1-day active users. Learn more

Calculation: daily active users / weekly active users

Engagement
Ecommerce purchase quantity The number of items included in an ecommerce event. Monetization
Ecommerce purchases The number of times users completed a purchase. Monetization
Ecommerce quantity The number of items included in an ecommerce event. Explorations
Engaged sessions The number of sessions that lasted 10 seconds or longer, or had 1 or more conversion events or 2 or more page views.

Acquisition

Demographics

Firebase

Tech

Engaged sessions per user

The average number of engaged sessions per user.

Calculation: engaged sessions / active users

Acquisition

Demographics

Engagement

Games

Tech

Engagement rate

The percentage of engaged sessions.

Calculation: engaged sessions / sessions

Acquisition

Demographics

Tech

Entrances The number of times that the first event recorded for a session occurred on a particular screen. Learn more Explorations
Event count The number of times an individual event was triggered, or the overall number of events triggered.

Acquisition

Demographics

Engagement

Firebase

Monetization

Tech

Event count per user

The average number of events triggered by each user.

Calculation: events / users

Engagement
Event value The sum of all 'value' parameters supplied with the event. Use this context-sensitive metric to track any data that is valuable to your app (for example, revenue, time, distance). Explorations
Events per session

The average number of events for all sessions.

Calculation: events / sessions

Acquisition
Exits The number of times that the last event recorded for a session occurred on a particular screen. Learn more Explorations
First-time buyer The number of active users who made their first purchase. Games
First-time buyer conversion

The percentage of unique users who made their first in-app purchase.

Calculation: first-time buyers / daily active users

Games
First-time buyers The number of users who made a purchase for the first time. Monetization
First-time buyers per new users

The percentage of unique new users to the game who made their first in-app purchase.

Calculation: first-time buyers / new users

Games
First time purchasers The number of users who completed their first purchase event. Monetization
First-time purchaser conversion First-time buyer (FTB). Percentage of active users who completed their first purchase event for the time period selected. Explorations
First-time purchasers per new user First-time buyers (FTB) per new users. Ratio of active users who completed their first purchase event divided by new users for the time period selected. These two populations are exclusive. Explorations
First-time-buyer rate

The percentage of buyers for whom today is their first purchase date.

Games
First opens The number of times your users opened your app for the first time. Populated by the event 'first_open'. Explorations
Google Ads clicks The number of times users clicked on your AdMob ads (event triggered: ad_click). Note that clicks and sessions (event triggered: session_start) often differ. Explorations
Google Ads cost The total amount you paid for your TrueView ads. Explorations
Google Ads cost per click The average cost you paid for each click on your AdMob ads. Explorations
In-app purchase probability The probability that users make at least one in-app purchase in the next 7 days. Can we provide any more value here? Explorations
Item list click-through rate The rate at which users clicked the item in an item list to view the item details. Monetization
Item list clicks The number of times users clicked on an item when it appeared in a list. Monetization
Item list views The number of times the item list was viewed. Monetization
Item promotion click-through rate The number of users who selected 1 or more promotions divided by the number of users who viewed the same promotions. Monetization
Item promotion clicks The number of times an item promotion was clicked. Monetization
Item promotion views The number of times an item promotion was viewed. Monetization
Item purchase quantity The number of units for a single item included in ecommerce events. Monetization
Item quantity The number of units for a single item included in ecommerce events. Explorations
Item revenue The total revenue from items only, excluding tax and shipping. Monetization
Item views The number of times the item list was viewed. Monetization
Lifetime engaged sessions The count of engaged sessions by a user since they first visited your site or app. Explorations
Lifetime engagement duration The length of time since their first visit that users were active on your site or app while it was in the foreground. Explorations
Lifetime session duration The total duration of user sessions, from the their first session until the current session expires, including time when the site or app is in the background. Explorations
Lifetime sessions The total number of sessions by users since their first visit to your site or app. Explorations
Lifetime value (LTV) For each new user, Analytics calculates the sum of purchase events, and AdMob earnings events during the user's first 120 days of app usage. The lifetime value (LTV) is the average of this metric for all users.

Acquisition

Retention

Max daily revenue The maximum number of daily buyers for the selected date range. Explorations
Min daily revenue The minimum number of daily buyers for the selected date range. Explorations
New users

The number of users who interacted with your site or launched your app for the first time.

Calculation: distinct users, where event name = first_open or first_visit

Acquisition

Demographics

Engagement

Firebase

Games

Retention

Tech

PAU / DAU

The percentage of active users who made 1 or more purchases.

Engagement

Games

Paying active users The number of active users who made 1 or more purchases. Games
Predicted revenue The Average Revenue Per User expected from users who were active in the last 28 days within the prediction window. Explorations
Product count The total number of products sold. Monetization
Publisher ad clicks The number of times an ad was clicked on the publisher's site.

Firebase

Monetization

Publisher ad impressions The number of times an ad was displayed on the publisher's site.

Firebase

Monetization

Purchase probability The probability that users make at least one purchase in the next 7 days. Explorations
Purchase revenue The sum of revenue from purchases made in your app or site. Monetization
Purchase-to-view rate

The number of users who purchased products divided by the number of users who viewed the same products. For example, '0.128' means 12.8% of users that viewed a product also purchased the same product.

Monetization
PMAU / DAU

The rolling daily percent of daily active users who are also paying monthly active users. This ratio tells you what percentage of your active users have made a purchase event in the prior month.

Calculation: paid monthly active users / daily active users

Explorations
PWAU / DAU

The rolling daily percent of daily active users who are also paying weekly active users. This ratio tells you the percentage of your active users have made a purchase event in the prior week.

Calculation: paid weekly active users / daily active users

Explorations
Quantity The total quantity of an item sold. Monetization
Repeat buyers (1 day ago) The percentage of buyers who made a purchase today and 1 day prior. Games
Repeat buyers (N-M days ago) The percentage of buyers who made a purchase today and anytime between N1 and M2 days prior. Games
Returning users The number of users who have initiated at least one previous session.

Acquisition

Firebase

Retention

Revenue heartbeat trend The trends of the lowest performing revenue day, the highest performing revenue day, and the average daily revenue for a given month. Games
Sessions

The number of sessions that began on your site or app. Populated by the event 'session_start'.

Acquisition
Sessions per user

The average number of sessions per user.

Calculation: sessions / active users

Explorations
Total ad revenue The total revenue generated by an ad (includes AdMob and third-party advertisers).

Firebase

Monetization

Total buyers

Total purchasers

The total number of users who purchased a product. Monetization
Total revenue

The sum of revenue from purchases, subscriptions, and advertising.

Calculation: purchase revenue + subscription revenue + ad revenue

Acquisition

Demographics

Engagement

Firebase

Monetization

Tech

Total users The total number of unique users who triggered any event. Engagement
Transactions The total number of completed purchases on your site. Explorations
Transactions per buyer The average number of purchase transactions per buyer. Games
Unique user scrolls The number of unique users who scrolled 90% of the depth of the page at least once. Engagement
User activity over time The number of active users per 1/7/30 days. Engagement
User engagement The average engagement time of retained users from first_open. Learn more Retention
User engagement (AVG. TIME)

The average engagement time of new users. Learn more

Calculation: The sum of user engagement durations divided by the number of triggered events.

Engagement
User engagement by cohort The average engagement time of new users on charted date who return each day. This metric is a look-forward view and will only calculate if there is enough data available. Retention
User retention The percentage of new users who return each day. Retention
User retention by cohort

The percentage of new-user cohort on charted date who return each day. This metric is a look-forward view and will only calculate if there is enough data available.

Retention
User stickiness

Ratios of active users per relative time periods, such as DAU / MAU or WAU / MAU.

Engagement
Views

The number of times an app screen or a web page was viewed. Repeated views of a single page or screen are counted.

Calculation: screen_view + page_view events

Engagement

Firebase

Views per user

The average number of app screens or web pages viewed by each user.

Calculation: views / active users

Engagement
WAU / MAU

The rolling daily percent of 30-day users who are also weekly active users. Learn more

Calculation: weekly active users / monthly active users

Engagement
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