Reports, dimensions, and metrics

The dashboard overview for each category has links to the rest of the reports in the category.

Reports use either the dashboard or explorer template to present data.

If you archive a custom user property that is currently included in a report, then data for that user property will no longer appear in the report. The data will continue to appear in reports during the 48-hour grace period during which you can archive and restore a custom user property. If you restore the user property within the 48-hour period, there will be no interruption of data appearing in reports.

The following sections provide report descriptions, and outline the dimensions and metrics in each report category.

Acquisition

Reports

Report Description
Acquisition overview

Dashboard overview of how you acquired users and sessions by medium/source/campaign, user activity by day/week/month.

Users acquisition

Traffic acquisition

Users, sessions, and engagement metrics (e.g., Engaged sessions, Engagement rate) per primary dimensions like source, medium, and campaign.

Dimensions

Dimension Description
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
Session campaign Campaign that referred the user's session.
Session medium Channel that referred the user's session.
Session source Site that referred the user's session
Session source/medium Site and channel that referred the user's session.
User ad group name Ad-group name by which the user was first acquired, based on the Cross-channel last click attribution model.
User ad network type Ad network by which the user was first acquired, based on the Cross-channel last click attribution model.
User campaign Campaign by which the user was first acquired, based on the Cross-channel last click attribution model.
User campaign creative id Ads creative ID by which the user was first acquired, based on the Cross-channel last click attribution model.
User medium Medium by which the user was first acquired, based on the Cross-channel last click attribution model.
User source Source by which the user was first acquired, based on the Cross-channel last click attribution model.
User source/medium Source and medium by which the user was first acquired, based on the Cross-channel last click attribution model.

Metrics

Metric Description
Average engagement time Average length of time that the app was in the foreground or the web site had focus in the browser.
Average session duration Average length of time of all sessions.
Conversions Number of times an individual conversion event was triggered, or the overall number of conversion events that were triggered.
Engagement rate

Percentage of engaged sessions.

Calculation: engaged sessions / sessions

Engaged sessions

Number of sessions that lasted longer than 10 seconds, or had a conversion event or 2 or more screen views.

Engaged sessions per user

Average number of engaged sessions per user.

Calculation: engaged sessions / users

Event count

Number of times an individual event was triggered, or the overall number of events triggered.

Events per session

Average number of events for all sessions:

Calculation: events / sessions

Lifetime value Sum of revenue from all sources for all time.
New users

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

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

Returning users Users who have initiated at least one previous session.
Sessions Number of sessions that began on your site or app (event triggered: session_start)
Total revenue Sum of revenue from purchases and publishing (Purchase revenue plus Ad revenue).
Users

Number of unique users who have engaged with your site or app for any non-zero amount of time.

Calculation: Count distinct users where engagement_time_msec parameter > 0

 

Engagement

Reports

Report Description
Engagement overview Dashboard overview of user engagement with your business from the perspective of engagement time (session duration), and screens and events (e.g., screens viewed most often, events triggered most often).

Events

Pages and screens

 

Events, pages/screens, and engagement and campaign metrics (e.g., Event count, Screen views per user, Engagement time, Conversions, Revenue) per event or screen.

Dimensions

Dimension Description
Content group User-defined collection of content.
Event name Default or user-defined name of the event.
Page path and screen class Web-page path and default app screen class.
Page title and screen class Web-page title and default app screen class.
Page title and screen name Web-page title and default app screen name.

Metrics

Metric Description
Average engagement time Average length of time that the app was in the foreground or the web site had focus in the browser.
Conversions Number of times an individual conversion event was triggered, or the overall number of conversion events that were triggered.
Event count Number of times an individual event was triggered, or the overall number of events triggered.
Event count per user

Average number of events triggered by each user.

Calculation: events / users

New users

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

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

Screen views per user

Average number of screens viewed by each user.

Calculation: engaged sessions / users

Total revenue Sum of revenue from purchases and publishing (Purchase revenue plus Ad revenue).
Total users Number of users (count of unique ids) who triggered any event.
Unique user scrolls Number of unique users that scrolled 90% of the depth of the page at least once.
User activity over time Number of active users per 1/7/30 days.
User engagement Average engagement time of new users.
Users

Number of unique users who have engaged with your site or app for any non-zero amount of time.

Calculation: Count distinct users where engagement_time_msec parameter > 0

User stickiness Ratios of active users per relative time periods (daily actives / monthly actives, daily actives / weekly actives, weekly actives / monthly actives).
Views

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

Monetization

Reports

Report Description
Monetization overview Dashboard of ecommerce activity from the perspective of revenue, purchases, items, and coupons.

Items

Item List

Order coupons

Promotions

In-app purchases

Publisher ads

 

 

Metrics for shopping activity (e.g., item views, list clicks, promotion CTR) and results (e.g., cart additions, checkouts, purchases), and revenue from publisher ads.

Dimensions

Dimension Description
Ad format Format of the ad (e.g., text, image, video).
Ad source Demand source that provided the ad.
Ad unit Space on the website or app that displayed the ad.
Item brand Brand name of the item.
Item category

Hierarchical category in which the item is classified.

For example, in Apparel/Mens/Summer/Shirts/T-shirts, Apparel is the item category.

Item category 2

Hierarchical category in which the item is classified.

For example, in Apparel/Mens/Summer/Shirts/T-shirts, Mens is the item category 2.

Item category 3

Hierarchical category in which the item is classified.

For example, in Apparel/Mens/Summer/Shirts/T-shirts, Summer is the item category 3.

Item category 4

Hierarchical category in which the item is classified.

For example, in Apparel/Mens/Summer/Shirts/T-shirts, Shirts is the item category 4.

Item category 5

Hierarchical category in which the item is classified.

For example, in Apparel/Mens/Summer/Shirts/T-shirts, T-shirts is the item category 5.

Item ID ID of the item.
Item list ID ID of the item list.
Item list name Name of the item list.
Item name Name of the item.
tem promotion creative name Name of the item-promotion creative.
Item promotion ID ID of the item promotion.
Item promotion name Name of the promotion for the item.
Order coupon Code for the order-level coupon.
Page path and screen class Web page path and default app screen class.
Product ID Product code of items sold.
Transaction ID ID of the ecommerce transaction.

Metrics

Metric Description
Add to carts Number of times users added items to their shopping carts.
Ad revenue Sum of all advertising revenue.
Average product revenue Average revenue for all products sold (number of products sold / total product revenue).
Cart-to-view rate Ratio of "add to carts" to "product views".
Checkouts Number of times users started the checkout process.
Ecommerce purchases Number of times users completed a purchase.
Ecommerce purchase quantity Number of items included in an ecommerce event.
Ecommerce revenue Total revenue from purchase events, including tax and shipping.
Event count Number of times users triggered an event.
First-time buyers  
Item list clicks Number of times users clicked on anitem when it appeared in a list.
Item list click-through rate Rate at which users clicked the item in an item list to view the item details.
Item list views Number of times the item list was viewed.
Item promotion clicks Number of times an item promotion was clicked.
Item promotion click-through rate Number of users who selected a promotion(s) divided by the number of users who viewed the same promotion(s).
Item promotion views Number of times an item promotion was viewed.
Item purchase quantity Number of units for a single item included in ecommerce events.
Item revenue Total revenue from items only, excluding tax and shipping.
Item views Number of times the item list was viewed.
Product count Total number of products sold.
Product revenue Total revenue for an item sold.
Purchase-to-view rate Ratio of "ecommerce purchases" to "item views".
Total buyers Total number of users who purchased a product.
Total revenue Sum of revenue from purchases and advertising.

 

Retention

Reports

Report Description
Retention overview Dashboard overview of user retention from the perspective of new and returning users, retention and engagement by cohort, and lifetime value.

Dimensions

Dimension Description
Audience Audiences to which users belonged when they logged events during the date range of the report.
User ad group id Ad-group ID by which the user was first acquired, based on the Cross-channel last click attribution model.
User ad group name Ad-group name by which the user was first acquired, based on the Cross-channel last click attribution model.
User ad network type Ad network by which the user was first acquired, based on the Cross-channel last click attribution model.
User campaign Campaign by which the user was first acquired, based on the Cross-channel last click attribution model.
User campaign creative id Ads creative ID by which the user was first acquired, based on the Cross-channel last click attribution model.
User medium Medium by which the user was first acquired, based on the Cross-channel last click attribution model.
User source Source by which the user was first acquired, based on the Cross-channel last click attribution model.

Metrics

Metric Description
Lifetime value  
New users

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

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

Returning users Users who have initiated at least one previous session.
User engagement Cumulative time of user engagement.
User retention

Percentage of new users who return each day.

 

Demographics

Reports

Report Description
Demographics overview Dashboard overview of user traffic to your business from the perspective of user demographics (e.g., age, city, country, gender, interests, and language).
Demographic details Users, sessions, engagement, conversion, and revenue metrics (e.g., Engaged sessions, Engagement rate, Total revenue) per age, city, country, gender, interests, and language.

Dimensions

Dimension Description
Age User age brackets.
City City from which user activity originated.
Country Country from which user activity originated.
Gender User gender.
Interests Interests demonstrated by users who are higher in the shopping funnel. Users can be counted in multiple interest categories.
Language Language setting for the device from which activity originated.
Region Geographic region from which activity originated.

Metrics

Metric Description
Average engagement time Average length of time of engaged sessions.
Conversions Number of times an individual conversion event was triggered, or the overall number of conversion events that were triggered.
Engaged sessions

Number of sessions that lasted longer than 10 seconds, or had a conversion event or 2 or more screen views.

Engaged sessions per user

Average number of engaged sessions per user.

Calculation: engaged sessions / users

Engagement rate

Percentage of engaged sessions.

Calculation: engaged sessions / sessions

Event count Number of times an individual event was triggered, or the overall number of events triggered.
New users

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

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

Total revenue Sum of revenue from purchases and publishing (Purchase revenue plus Ad revenue).
Users

Number of unique users who have engaged with your site or app for any non-zero amount of time.

Calculation: Count distinct users where engagement_time_msec parameter > 0

 

Technology

User-agent change to iOS 13

As of September 2019, Apple changed the user agent for the iPad so that it appears as desktop traffic. This change will cause a decrease in iPad tablet traffic and an increase in Safari desktop traffic. Since iPad users will be receiving desktop sites by default, this change in reporting matches the user experience.

Reports

Report Description

Tech overview

Dashboard of the different platforms, devices, browsers, operating systems, and app versions by which users engage with your content.

Tech details

Users, sessions, and engagement and revenue metrics (e.g., Engaged sessions, Engagement per user, Event count, Revenue) per dimension.

Dimensions

Dimension Description
App version Version of the app.
Browser Browser used to engage with your site.
Browser version Browser versions used to view your website.
Device category Type of device used to engage with your site/app: Desktop, Tablet, or Mobile.
Device model Model of the device used to engage with your site/app.
Operating system Operating systems used by visitors to your app or website. Includes mobile operating systems such as Android.
OS version Version of the operating systems used by visitors to your app or website. Includes mobile operating systems such as Android.
OS with version  
Page title  
Page title and screen class  
Platform Platform for the app or site (Android, iOS, Web).
Platform / device category  
Screen resolution Resolution of the screen used to engage with your site/app.

Metrics

Metric Description
Average engagement time  
Conversions Number of times an individual conversion event was triggered, or the overall number of conversion events that were triggered.
Engaged sessions Number of sessions that lasted longer than 10 seconds, or had a conversion event or 2 or more screen views.
Engaged sessions per user

Average number of engaged sessions per user.

Calculation: engaged sessions / users

Engagement rate

Percentage of engaged sessions.

Calculation: engaged sessions / sessions

Event count Number of times an individual event was triggered, or the overall number of events triggered.
New users

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

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

Total revenue Sum of revenue from purchases and publishing (Purchase revenue plus Ad revenue).
Users

Number of unique users who have engaged with your site or app for any non-zero amount of time.

Calculation: Count distinct users where engagement_time_msec parameter > 0

 

Related resources

The dashboard report template

The explorer report template

Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue