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


Data about your business.

Reports in Analytics highlight information about:

  • Acquisition: the sources, mediums, and campaigns through which you acquire users
  • Engagement: user engagement by events, pages, and screens
  • Monetization: buyer volume, and revenue by items, promotions, and coupons
  • Retention: retention by new and returning users, cohorts, and lifetime value

In addition to a collection of reports that mirror the funnel, Analytics also offers reports that cover:

  • Demographics: user volume by demographic dimension
  • Technology: user adoption of app releases and the technologies used to engage your content
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