Google Analytics metrics columns in the new Search Ads 360

Universal Analytics properties will stop processing data on July 1, 2023 (July 1, 2024 for Analytics 360 properties). If you haven't already, start using a Google Analytics 4 property

The new Search Ads 360 automatically migrates Universal Analytics metrics data from the previous version of Search Ads 360. The new user interface also enables you to link your Search Ads 360 sub-manager account to Google Analytics 4.

If you are migrating from Universal Analytics to Google Analytics 4 and wondering which Universal Analytics metrics have been retained (migrated) or replaced in Search Ads 360, refer to the table below. This table compares the Universal Analytics metrics columns (GA) to the Google Analytics 4 metrics columns (GA4). Learn more about [GA4] Analytics Search Ads 360 integration.

Universal Analytics
(sorted alphabetically)

Google Analytics 4

Both available in new Search Ads 360?

Click the metric name (linked) to open the article. Metrics that are not migrated are not linked.

GA avg session duration column (seconds)

Displays the average session duration is the total duration of all sessions (in seconds) divided by the number of sessions. Learn more.

Automatically migrated into the new Search Ads 360

GA4 avg. sessions duration (seconds)

Displays the total duration of all engaged sessions (in seconds) divided by the number of sessions. Learn more.

Imported during the new SA360-GA4 integration

Can also be viewed at manager account level.

Yes. 

GA avg time on page column

Displays the average amount of time that visitors spend on a page of your site during Google Analytics sessions that are attributed to clicks on search or social objects. Learn more.

Not migrated into the new Search Ads 360

Equivalent metric not available in Google Analytics 4. Use GA4 avg. session duration.

No.

GA bounces & bounce rate column

GA bounces column

Displays the total number of times that a visitor clicked a search or social ad, started a Google Analytics session on your site, and left without interacting with any other pages. Learn more.

Automatically migrated into the new Search Ads 360.

Equivalent metric not available in Google Analytics 4.

No.

GA bounce rate column

Displays the bounce rate for Google Analytics sessions attributed to clicks on search or social objects in Search Ads 360. Learn more.

Automatically migrated into the new Search Ads 360.

Equivalent metric not available in Google Analytics 4.

Bounce rate is the inverse of percent engaged sessions (see GA4 %engaged sessions).

No.

GA ecommerce conversion rate column

Displays the e-commerce conversion rate for Google Analytics sessions attributed to clicks on search or social objects in Search Ads 360. Learn more.

Not migrated into the new Search Ads 360

Equivalent metric not available in Google Analytics 4.

No.

GA goal completions column

Displays the number of goal completions for Google Analytics sessions attributed to clicks on search or social objects in Search Ads 360. Learn more.

Not migrated into the new Search Ads 360

Equivalent metric not available in Google Analytics 4.

Goal-based metrics in Universal Analytics have been replaced by event-based metrics. Learn more.

Use Conversions column.

Shows the number of conversions you received after ad interactions (such as text ad clicks or video ad clicks) from all actions you've included in this column. Conversions must be manually imported.

No.

GA goal conversion rate column

Displays the goal conversion rate for Google Analytics sessions attributed to clicks on search or social objects in Search Ads 360. Learn more.

Not migrated into the new Search Ads 360

GA goal value column

Displays the goal value for Google Analytics sessions attributed to clicks on search or social objects in Search Ads 360. Learn more.

Not migrated into the new Search Ads 360

GA new sessions % column

The percentage of new visits that Google Analytics attributed to clicks on search and social objects in Search Ads 360. Learn more.

Not migrated into the new Search Ads 360

Equivalent metric not available in GA4. See GA4 %engaged sessions column.

No.

GA new sessions column

The number of sessions from first-time visitors that are attributed to interactions with an ad. A session is a group of clicks, page views, etc. during the period of time that person is actively engaged with your website. Learn more

Automatically migrated into the new Search Ads 360

GA4 events/session column

The average number of events triggered on your site/app per session.

See also GA4 % engaged sessions column

Can also be viewed at manager account level.

Yes. 

GA sessions column

Period of time that a user is actively engaged with your website or app. Learn more.

Automatically migrated into the new Search Ads 360

GA4 %engaged sessions

(Inverse of bounce rate)

The percentage of sessions where users were engaged. This means that users were active for a certain amount of time (up to 10 seconds).

Can also be viewed at manager account level.

Yes. 

GA pages / session column

Displays the number of pages viewed per Google Analytics session attributed to clicks on search or social objects in Search Ads 360. Learn more.

Not migrated into the new Search Ads 360

GA4 events/session column

Events / session is the average number of events triggered on your site/app per session. Learn more.

Can also be viewed at manager account level.

Yes.

GA pageviews column

Total number of pages viewed. Repeated views of a single page are counted. Learn more.

Automatically migrated into the new Search Ads 360


GA Unique Pageview

Total number of pages viewed but duplicates are not counted. Learn more.

Not migrated into the new Search Ads 360

GA4 pageviews

Total number of app screens and/or web pages your users saw. (The Views metric found in the reporting interface is the combination of pageviews and screenviews.) Learn more.

Can also be viewed at manager account level.

No Unique Pageview in GA4.

Yes.

GA quantity column

Displays the total quantity of items in transactions for Google Analytics sessions attributed to clicks on search or social objects. Learn more.

Not migrated into the new Search Ads 360

Equivalent metric not available in GA4.

No.

GA revenue column

Displays the total revenue of ecommerce transactions for Google Analytics sessions attributed to clicks on search or social objects in Search Ads 360. Learn more.

Automatically migrated into the new Search Ads 360 as "GA Transaction revenue [SA 360 Managed]".

Equivalent metric not available in GA4.

No, renamed and managed by Search Ads 360.

GA total events
Total number of events counted. Learn more.

Not migrated into the new Search Ads 360

Equivalent metric not available in GA4.

No.

GA transactions column

Displays the number of transactions for Google Analytics sessions attributed to clicks on search or social objects in Search Ads 360. Learn more.

Automatically migrated into the new Search Ads 360 as "GA Transaction count [SA 360 Managed]".

Equivalent metric not available in GA4.

 

No, renamed and managed by Search Ads360.

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