Reports, dimensions, and metrics

This help center article is part of the App + Web Property Beta.

App + Web properties are not currently supported in the Analytics app.

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.

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

Users

Reports

Report Description
Users Overview Dashboard overview of user engagement with your business from a variety of perspectives, e.g., numbers of daily, weekly, and monthly active users; new users by medium/source/campaign; users by audience; continued activity per cohort.
New Users

Audiences

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

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
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

Engagement time Average length of time that the app was in the foreground or the web site had focus in the browser.
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

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

 

Demographics

Reports

Report Description
User demographics Dashboard overview of user engagement with your business from the perspective of user demographics (e.g., age, city, country, gender, interests, and language).
Age ranges

Cities

Countries

Genders

Interests

Languages




Users, sessions, and engagement metrics (e.g., Engaged sessions, Engagement rate) 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
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

Engagement time Average length of time that the app was in the foreground or the web site had focus in the browser.
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

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

Behavior

Reports

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

Campaigns

Events

Google Ads Campaigns

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.

Campaign metrics (e.g., Google Ads clicks, Google Ads cost per click) per source/medium, campaign, or ad group.

Dimensions

Dimension Description
Content group User-defined collection of content.
Default channel grouping System-defined channels.
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.
Screen name Developer-supplied app screen name.
Session campaign The referring campaign for the user's session.
Session ad-group name The name of the Google Ads ad group.
Session keyword The keywords that triggered ad impressions.
Session medium The referring medium for the user's session.
Session query The search queries that triggered ad impressions.
Session source/medium The channel and site that referred the user's session.
Session source The site that referred the user's session.

Metrics

Metric Description
Conversions Number of times an individual conversion event was triggered, or the overall number of conversion events that were triggered.
Cost per conversion The average cost you paid for each conversion.
Engagement time Average length of time that the app was in the foreground or the web site had focus in the browser.
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

Google Ads clicks The number of times users click your ad.
Google Ads cost The total amount you paid for your ads.
Google Ads cost per click The average cost of each ad click.
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

Return on ad spend Conversion value (based on total revenue and/or goal value) /  ad spend.
Revenue Sum of revenue from purchases and publishing (Purchase revenue plus Ad revenue).
Screen views per user

Average number of screens viewed by each user.

Calculation: engaged sessions / users

Total revenue  
Total users Number of users (count of unique ids) who triggered any event.
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

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

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

App Overview

Cross-platform Overview

Web Overview

 

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

All Pages

All Screens

App Versions

Browser

Device

Device Models

Operating System

Platforms

Screen Resolution









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.
OS version Version of the operating systems used by visitors to your app or website. Includes mobile operating systems such as Android.
Operating system Operating systems used by visitors to your app or website. Includes mobile operating systems such as Android.
Platform Platform for the app or site (Android, iOS, Web).
Screen resolution Resolution of the screen used to engage with your site/app.

Metrics

Metric Description
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

Engagement time Average length of time that the app was in the foreground or the web site had focus in the browser.
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

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

Games reporting Beta

Reports

Report Description

Acquisition

Retention

Engagement

Monetization

New users, how they were acquired.

New users.

User engagement by time, audience, and events.

Revenue, conversions.

Age ranges

All screens

App versions

Audiences

Cities

Countries

Device models

Events

Genders

Interests

Languages

New users

Platforms








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

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
ARPPU Average revenue per paying user.
ARPU Average revenue per user.
Average session duration

Average length of time for all sessions.

Requires the sessions feature introduced in iOS v5.17.0 and Android v16.3.0 SDK releases.

Average transaction revenue Average revenue of every purchase transaction.
Buyer conversion Percentage of unique users who made 1 or more purchase transactions, normalized by active users.
Buyers Number of unique users who made 1 or more purchase transactions.
Engaged sessions per user

Average number of engaged sessions per user.

Calculation: engaged sessions / users

Engagement time Average length of time that the app was in the foreground or the web site had focus in the browser.
First-time buyer Number of active users who made their first purchase.
First-time-buyer rate Percentage of buyers for whom today is their first purchase date.
First-time buyer conversion First-time buyers / Daily active users. Percentage of unique users who made their first in-app purchase.
First-time buyers per new users First-time buyers / New users. Percentage of unique new users to the game who made their first in-app purchase.
New users

The 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

Paying active users The number of active users who made 1 or more purchases.
PAU / DAU Percentage of active users who made 1 or more purchases.
Repeat buyers (1 day ago) Percentage of buyers who made a purchase today and 1 day prior.
Repeat buyers (N-M days ago) Percentage of buyers who made a purchase today and anytime between N1 and M2 days prior.
Revenue heartbeat trend Trends of the lowest performing revenue day, the highest performing revenue day, and the average daily revenue for a given month.
Transactions per buyer Average number of purchase transactions per buyer.
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

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