This article is about Google Analytics 4 properties. Refer to the Universal Analytics section if you're still using a Universal Analytics property, which will stop processing data on July 1, 2023 (October 1, 2023 for Analytics 360 properties).

[GA4] Get started with reports

Understand your users and their activity through reports

Your Google Analytics property includes predefined reports to help you analyze data from your websites and apps.

Each Analytics property includes a Reports snapshot report, a Realtime report, and a set of collections and topics. The collections and topics include groupings of the predefined reports that Analytics provides by default.

Additionally, you can create your own reports so you can reference the information that's important to you. When you want to analyze your data further, you can use explorations and BigQuery.

How to populate the reports

You will begin to see data in your reports when you add Analytics to your website or app. However, some reports require additional configuration to populate the reports with data — such as linking accounts and adding events to your code.

Use the links in the next section for more information about how to populate each report.

What Analytics provides by default

Life cycle collection

The Life cycle collection helps you break down user activity at each stage in the customer user journey, from acquisition to retention.

The collection includes the following reports by default:

  • Acquisition provides information about where your traffic originates, the methods by which users arrive at your site or app, and the marketing efforts you use to drive traffic
  • Engagement lets you measure user engagement by the events and conversion events that users trigger and the web pages and app screens that users visit
  • Monetization enables you to see the revenue you generate from the items, ads, and subscriptions on your website or app
  • Retention helps you understand how frequently and for how long users engage with your website or mobile app after their first visit

Google Analytics replaces the Life cycle collection with a Games reporting collection when any of the following apply to you:

  • Your industry category is set to Games
  • At 50% of your app data streams are associated with an app that's categorized as a Game

User collection

The User collection helps you understand the people who use your websites and apps, such as ages, interests, devices, and app versions.

The collection includes the following reports by default:

  • Demographics helps you classify your users by age, location, language, and gender, along with interests they express through their online browsing and purchase activities
  • Tech shows traffic by the technology your audience uses

App developer collection

Google Analytics adds an App developer collection when you connect your mobile app with your Google Analytics property using the Google Analytics for Firebase SDK.

The collection provides information about the apps you connect with Analytics.

Adjust the date range

The reports in your Analytics property show data for the last 28 days. You can adjust the date range using the drop-down on the top right of a report. Analytics will adjust the date range for all your reports when you adjust the date range for one report.

You can't adjust the date range for the Realtime report, which shows you activity on your website or app as the activity happens.

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