This article describes the dimensions and metrics that appear in your reports and explorations and in the audience and segment builders. You can also access these dimensions and metrics outside of Analytics using the Google Analytics Data API. If you want to collect information that Analytics doesn't capture with these dimensions and metrics, you can create your own custom dimensions and metrics.
To find a dimension or metric, click Expand all and search this article (using Ctrl+F or Command+F on your keyboard) or use the GA4 Dimensions & Metrics Explorer to see the dimensions and metrics for a given property.
How they're populated
Some dimensions and metrics are populated automatically when you install Google Analytics on your website or application. Other dimensions and metrics require some configuration before they're populated (as described in the following sections).
Grayed-out Analytics dimensions and metrics
A dimension or metric may be grayed out when the dimension or metric is incompatible with other dimensions or metrics that you applied to a report or exploration, or when you can't apply the dimension or metric to the selected exploration technique.
What the value (not set) means
(not set) is a placeholder name that Google Analytics uses when it hasn't received information for a dimension. The following sections describe how to populate each dimension so that you don't see the (not set) value. When you send an empty value to Analytics, you will see a blank value instead of (not set); (not set) appears when no value is sent.
Learn the most common reasons why (not set) values appear and how to troubleshoot them.Analytics dimensions
The following dimensions provide attribution information for event-scoped dimensions, including attribution information for the ad platforms you integrate with Google Analytics (for example, Search Ads 360 and Display & Video 360). These dimensions use the data-driven attribution model by default; however, you can choose a different attribution model.
| Dimension | What it is | How it's populated |
|---|---|---|
| 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 group |
Channel groupings are rule-based definitions of your traffic sources. Default channel groups 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:
|
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:
|
To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
Google Ads
The following dimensions provide information that's specific to Google Ads. For information about the acquisition source (e.g., information about new users and sessions through Google Ads), see the Traffic source dimensions.
| Dimension | What it is | How it's populated |
|---|---|---|
|
Google Ads account name |
The account name in Google Ads of the ad that led to a conversion event. | To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
| Google Ads ad group name | The ad group name in Google Ads of the ad that led to a conversion event. | To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
|
Google Ads ad network type |
The location where your ad was shown (google.com, search partners, display network) that led to a conversion event. | To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
| Google Ads keyword text | The matched keyword that led to a conversion event. | To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
| Google Ads query | The search query that led to a conversion event. | To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
Search Ads 360
The following dimensions provide information that's specific to Search Ads 360 and appear in your property when you integrate with Search Ads 360. For information about the acquisition source (e.g., information about new users and sessions through Search Ads 360), see the Traffic source dimensions.
| Dimension | What it is | How it's populated |
|---|---|---|
| SA360 engine account ID / name / type | The ID, name, and type of engine account of a Search Ads 360 ad that led to a conversion event. | To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
| SA360 ad group name | The name of the ad group of a Search Ads 360 ad that led to a conversion event. | To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
| SA360 keyword text | The keyword of a Search Ads 360 ad that led to a conversion event. | To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
| SA360 query | The query that triggered a Search Ads 360 ad to appear and that led to a conversion event. | To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
| Dimension | What it is | How it's populated |
|---|---|---|
| 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. |
You can access the following information from the Monetization reports, in addition to explorations and in the audience and segment builders.
| Dimension | What it is | How it's populated |
|---|---|---|
| Currency | The currency code (based on the ISO 4217 standard) of the event. |
Populate this dimension by sending the event-level The |
| 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 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 event-level dimension by sending the event-level coupon parameter with an online-sales event. |
| Shipping tier | The shipping tier (e.g. Ground, Air, Next-day) selected for delivery of the purchase. | Populate this event-level dimension by sending the event-level shipping_tier parameter in the add_shipping_info event. |
| Transaction ID | An identifier you create for an ecommerce transaction. Learn more | Populate this event-level dimension by sending the event-level transaction_id parameter with an online-sales event. |
| Dimension | What it is | How it's populated |
|---|---|---|
| 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. |
| Dimension | What it is | How it's populated |
|---|---|---|
| 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 name |
The name of a 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. |
| Dimension | What it is | How it's populated |
|---|---|---|
| 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 or view_search_results event. |
| 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. |
| 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. |
| Dimension | What it is | How it's populated |
|---|---|---|
| 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. |
| Dimension | What it is | How it's populated |
|---|---|---|
| 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. |
| Dimension | What it is | How it's populated |
|---|---|---|
| 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 path and screen class |
The page path from a website URL and screen class from a mobile application. The page path is the value after the domain. For example, if someone visits www.googlemerchandisestore.com/Bags, then 'googlemerchandisestore.com' is the domain and 'Bags' is the page path. |
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 The screen class comes from the class name of the |
| Page title and screen name | The page title from a website and screen name from a mobile application. |
The page title comes from the The screen name comes from the name you set for a screen using the Google Analytics for Firebase SDK. |
| Dimension | What it is | How it's populated |
|---|---|---|
| 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. |
| Dimension | What it is | How it's populated |
|---|---|---|
| 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. |
| Dimension | What it is | How it's populated |
|---|---|---|
| Date | The date when an event was collected, formatted as YYYYMMDD. | This dimension is populated automatically. |
| Date + hour (YYMMDDHH) | The date and hour when an event was collected, formatted as YYYYMMDDHH. | 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. |
| Hour | The hour when an event was collected, formatted as a two-digit number from 0 to 23. | 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 hour | The number of hours 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. |
The following dimensions provide attribution information for session-scoped and user-scoped dimensions, including attribution information for the ad platforms you integrate with Google Analytics (for example, Search Ads 360 and Display & Video 360). These dimensions use the Paid and organic channels last click attribution model.
User-scoped dimensions
In addition to the following user-scoped dimensions, you will find user-scoped dimensions that are specific to the platforms you integrate with Analytics (e.g., "First user Google Ads campaign", which is the Google Ads campaign for only new users).
| Dimension | What it is | How it's populated |
|---|---|---|
| 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 group | The default channel group 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 manual ad content |
The ad content that was used to first acquire a user. |
Populate this dimension by manually tagging the destination URLs in your ads with the |
|
First user manual term |
The term that was used to first acquire the user. |
Populate this dimension by manually tagging the destination URLs in your ads with the |
| 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-scoped dimensions
In addition to the following session-scoped dimensions, you will find session-scoped dimensions that are specific to the platforms you integrate with Analytics (e.g., "Session Google Ads campaign", which is the Google Ads campaign for new session).
| Dimension | What it is | How it's populated |
|---|---|---|
| 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 group | The default channel group 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 manual ad content |
The ad content that was associated with the start of a session. |
Populate this dimension by manually tagging the destination URLs in your ads with the |
|
Session manual term |
The term that was associated with the start of a session. |
Populate this dimension by manually tagging the destination URLs in your ads with the |
| 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 SA360 ad group name |
The name of the ad group in Search Ads 360 that referred the user's session. |
To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
|
Session SA360 campaign |
The name of the campaign in Search Ads 360 that referred the user's session. |
To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
| Session SA360 creative format |
The type of creative in Search Ads 360 that referred the user's session (for example, "Responsive search ad", "Expanded text ad"). |
To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
|
Session SA360 default channel group |
The default channel group that referred the user's session (for example, "paid search", "paid social"). |
To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
|
Session SA360 engine account ID |
The ID of the engine account in Search Ads 360 that referred the user's session. |
To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
| Session SA360 engine account name |
The name of the engine account in Search Ads 360 that referred the user's session. |
To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
|
Session SA360 engine account type |
The type of the engine account in Search Ads 360 that referred the user's session (for example, "google ads", "bing", "baidu"). |
To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
|
Session SA 360 keyword text |
The search engine keyword by which you acquired traffic. |
To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
|
Session SA360 medium |
A representation of the billable outcome for a given Search Ads 360 campaign (e.g. "CPC"). |
To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
|
Session SA360 query |
The search term by which you acquired traffic. |
To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
|
Session SA360 source |
The origin of traffic that referred the user's session (for example, "example.com", "google", "spring_newsletter"). |
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. |
| Dimension | What it is | How it's populated |
|---|---|---|
| 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. |
| New / established | New and established users who first opened your app or visited your website within the last 7 days. | This dimension is populated automatically. |
| 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. |
| Dimension | What it is | How it's populated |
|---|---|---|
| First session date | The date, in the format YYYYMMDD, when a user was first acquired. First session date includes data about users who open a progressive web application (PWA) or instant app without installing the app. | This dimension is populated automatically. |
| First visit date | The date, in the format YYYYMMDD, when a 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. |
| Dimension | What it is | How it's populated |
|---|---|---|
| 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. |
Analytics metrics
| Metric | What it is | How it's populated |
|---|---|---|
| Google Ads clicks | The total number of times users clicked on your advertising campaign through the Google Ads platform. | This dimension is populated automatically when you link Google Ads and Analytics. |
| Google Ads cost | The total amount you paid for your advertising campaign through the Google Ads platform. | This dimension is populated automatically when you link Google Ads and Analytics. |
| Google Ads cost per click | The average cost you paid per click for your advertising campaign through the Google Ads platform. | This dimension is populated automatically when you link Google Ads and Analytics. |
| Google Ads impressions | The total number of times your advertising campaign was shown to users through the Google Ads platform. | This dimension is populated automatically when you link Google Ads and Analytics. |
| Google Ads video cost | The total amount spent on Google Ads video content to help you measure the performance of your video ads. | This dimension is populated automatically when you link Google Ads and Analytics. |
| Google Ads video views | The total number of times your Google Ads video content was viewed by potential customers to help you measure the performance of your video 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. |
Google Analytics provides event-scoped and item-scoped metrics to help you measure interactions with products or services on your website or app. You must set up ecommerce events to populate ecommerce metrics.
Note: Item-scoped and event-scoped dimensions and metrics are incompatible with one another. Any time you use an item-scoped dimension, you must select an item-scoped metric rather than the equivalent event-scoped metric. The same applies to event-scoped dimensions and metrics.
Event-scoped metrics
Event-scoped metrics provide a count of the number of times an ecommerce event was triggered on your website or app. These metrics are useful for understanding how often certain actions occur, such as initiating a purchase or completing a transaction.
| Metric | What it is | How it's populated |
|---|---|---|
|
Add to carts |
The number of times users added items to their shopping carts. |
Populate this metric by sending the add_to_cart event. |
|
Checkouts |
The number of times users started the checkout process. |
Populate this metric by sending the begin_checkout event. |
|
Ecommerce quantity |
The number of items included in an ecommerce event. For example, someone purchases 1 quantity of the Stan and Friends Tee and 2 quantities of the Google Grey Women's Tee. When you include these in the items array, you see the following results:
|
Populate this metric by sending the quantity parameter with an ecommerce event. |
| Gross purchase revenue |
The sum of revenue from purchases made on your website or app. Gross purchase revenue = purchases + in-app purchases + subscriptions |
This metric is the sum of the purchase, in_app_purchase, app_store_subscription_renew, and app_store_subscription_convert events. |
|
Item-list click events |
The number of times users clicked an item that appeared in a list. |
Populate this metric by sending the select_item event. |
|
Item-list view events |
The number of times an item list was viewed. |
Populate this metric by sending the view_item_list event. |
|
Item view events |
The number of times an item was viewed. |
Populate this metric by sending the view_item event. |
|
Promotion clicks |
The number of times an item promotion was clicked. |
Populate this metric by sending the select_promotion event. |
|
Promotion views |
The number of times an item promotion was viewed. |
Populate this metric by sending the view_promotion event. |
|
Purchase revenue |
The sum of revenue from purchases made on your website or app, minus any refunds given. Purchase revenue = purchases + in-app purchases + subscriptions - refund |
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. |
|
Purchases |
The number of purchases on your website or app. |
Populate this metric by sending the purchase event. |
|
Quantity |
The number of units for an ecommerce event. |
Populate this metric by sending the quantity parameter at the event level. When you don't include a quantity parameter at the event level, Google Analytics assigns 1 to the Quantity metric for the event. |
|
Refunds |
The number of refunds on your website or app. |
Populate this metric by sending the refund event. |
| Shipping amount | The shipping amount associated with a transaction. | Populate this dimension by sending the event-level shipping parameter in the purchase event. |
| Tax amount | The tax amount associated with a transaction. | Populate this event-level dimension by sending the event-level tax parameter in the purchase event. |
|
Transactions |
The 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. |
Item-scoped metrics
Item-scoped metrics provide a count of the number of items that customers interacted with on your website or app. These metrics are useful for understanding how many items are being purchased, added to shopping carts, or otherwise interacted with by users.
For example, if a customer triggers a checkout event that includes 3 pairs of shoes, the "Items checked out" metric would be 3 (which is the number of items in the event).
Note: The following metrics did not begin to populate with data until September 8, 2022. You may see inconsistent data for these metrics when you include dates prior to September 8, 2022.
- Items added to cart
- Items checked out
- Items clicked in list
- Items clicked in promotion
- Items viewed
- Items viewed in list
- Items viewed in promotion
| Metric | What it is | How it's populated |
|---|---|---|
| Gross item revenue |
The total revenue from items only, excluding tax and shipping. Item revenue = price x quantity
|
Populate this metric by sending the quantity and price parameters for an item in the items array. |
|
Item discount amount |
The monetary value of a discount from multiplying the discount and quantity parameters. Item discount amount = discount x quantity |
Populate this metric by sending the item-level discount and item-level quantity parameters through an online-sales event. |
| Item promotion click through rate | The number of users who selected a promotion divided by the number of users who viewed the same promotion. | Populate this metric by sending an items array with the select_promotion and view_promotion events. |
|
Item quantity |
The number of units for a single item included in an ecommerce event. For example, someone purchases 1 quantity of the Stan and Friends Tee and 2 quantities of the Google Grey Women's Tee. When you include these in the items array, you see the following results:
|
Populate this metric by sending the quantity parameter with an ecommerce event. |
|
Item refund |
The total refund amount issued to the customer (e.g., $142.23). The Item refund metric is the total over all refunds. For example, if one refund is issued, the Item refund metric might be $4.99. If 10 refunds are issued, the total Item refund might be $42.12, which would be the refund amount across all 10 refunds. |
Populate this metric by sending the refund event. |
|
Item revenue |
The total revenue from items only, excluding tax and shipping, subtracted by refunds. Item revenue = price x quantity - refunds
|
Populate this metric by sending the quantity and price parameters for an item in the items array as well the refund events. |
|
Items added to cart |
The number of items that were added to cart. |
Populate this metric by sending an items array with the add_to_cart event. |
|
Items checked out |
The number of items that were in the cart during checkout. |
Populate this metric by sending an items array with the begin_checkout event. |
|
Items clicked in list |
The number of items clicked in a list. |
Populate this metric by sending an items array with the select_item event. |
|
Items clicked in promotion |
The number of items clicked in a promotion. |
Populate this metric by sending an items array with the select_promotion event. |
|
Items purchased |
The number of items purchased. |
Populate this metric by sending an items array with the purchase event. |
|
Items viewed |
The number of items viewed. |
Populate this metric by sending an items array with the view_item event. |
|
Items viewed in list |
The number of items viewed in a list. |
Populate this metric by sending an items array with the view_item_list event. |
|
Items viewed in promotion |
The number of items viewed in a promotion. |
Populate this metric by sending an items array with the view_promotion event. |
| Metric | What it is | How it's populated |
|---|---|---|
| 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 Event value differs from purchase revenue in that event value combines realized and unrealized values. Realized values come from purchase events, and unrealized values come from other events (e.g., a gem_referral event with an event value of 5.). Event value isn't currency converted. |
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. |
| Metric | What it is | How it's populated |
|---|---|---|
| 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. |
The following metrics include options for the average and percentile distribution (e.g., 10th percentile). These options allow you to see the average value per user and distribution of values.
For example, the average value of the Purchase probability metric is the average number of expected purchases per user. The 10th percentile of the metric is the 10th percentile in the distribution of users for the given date range. If the value is '30%', then 10% of users have less than a 30% chance of purchasing, while 90% of users have more than a 30% chance. This is useful when you have a non-normal distribution.
| Metric | What it is | How it's populated |
|---|---|---|
| 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. |
| Metric | What it is | How it's populated |
|---|---|---|
| Ad exposure | (App only) 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 | (App only) 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. |
| Metric | What it is | How it's populated |
|---|---|---|
| ARPPU | Average revenue per paying user (ARPPU) is the total purchase revenue per active user who made a purchase. | 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, whether they made a purchase or not. | 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 ad revenue. Total revenue = purchases + in-app purchases + subscriptions + ad revenue |
This metric is the sum of the purchase, in_app_purchase, app_store_subscription_renew, and app_store_subscription_convert events, as well as ad revenue, which is populated via the Google AdMob integration, Google Ad Manager integration, or by sending the ad_impression event from a third-party integration. |
| Metric | What it is | How it's populated |
|---|---|---|
| Average session duration | The average duration (in seconds) of users' sessions. | This metric is populated automatically. |
| Bounce rate |
The percentage of sessions that were not engaged sessions. Learn more Bounce rate = not engaged sessions / total sessions Bounce rate is the inverse of engagement rate. |
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. Engaged sessions is the inverse of low engagement sessions. |
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. Learn more Engagement rate = engaged sessions / total sessions Engagement rate is the inverse of bounce rate. |
This metric is populated automatically. |
| Low engagement sessions |
The number of sessions that were not engaged sessions. Low engagement sessions is the inverse of engaged sessions. |
This metric is populated automatically. |
| Session conversion rate |
The percentage of sessions that converted. This metric is calculated as the number of sessions in which a conversion happened divided by the total number of sessions. |
This metric is populated automatically. |
| Sessions |
The number of sessions that began on your website or application. A session is a period of time during which a user interacts with your website or app. A session initiates when a user either:
By default, a session ends (times out) after 30 minutes of user inactivity. There is no limit to how long a session can last. |
This metric is populated automatically. |
| Sessions per user | The average number of sessions per user. | This metric is populated automatically. |
| Views per session |
The number of app screens or web pages your users viewed per session. Repeated views of a single page or screen are counted. Views per session = (screen_view events + page_view events) / total sessions |
This metric is populated automatically. |
| Metric | What it is | How it's populated |
|---|---|---|
| 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:
Note: The Active users metric appears as "Users" in Reports. |
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 an app was in the foreground of a user's device. Average engagement time = total user engagement durations / number of active users |
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 (FTP 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 (FTPs 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 new unique user IDs that logged the The metric allows you to measure the number of users who interacted with your site or launched your app for the first time. |
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 number of unique users who made at least one purchase. | Populate this metric by sending the purchase event. |
| Total users |
The number of unique user IDs that triggered any events. The metric allows you to measure the number of unique users who logged an event. |
This metric is populated automatically. |
| User conversion rate |
The percentage of users who converted. This metric is calculated as the number of users who performed a conversion action divided by the total number of users. |
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. |
The following metrics include options for the total, average, and percentile distribution (e.g., 10th percentile). These options allow you to see the total value, average value per user, and distribution of values.
For example, the total value of the Lifetime engaged sessions metric is the total number of engaged sessions for the given date range. The average value of the metric is the average number of engaged sessions per user.
The 10th percentile of the metric is the 10th percentile in the distribution of users for the given date range. If the value is '3', then 10% of users have fewer than 3 engaged sessions, while 90% of users have more than 3 engaged sessions. This is useful when you have a non-normal distribution.
| Metric | What it is | How it's populated |
|---|---|---|
| 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. |