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Here we’ll discuss ‘What Is a Metric in Google Analytics & Which Ones to Track’. As almost everyone who uses a website knows, Google Analytics provides an understanding of who site visitors are and what they do when they come to the website. Advertisers use Google Analytics to understand the results of marketing campaigns and how user self-awareness of the site affects features such as conversion and retention.

The hundreds of metrics and dimensions found in Google Analytics may seem daunting. We have selected 14 key metrics for advertisers, how to access them in the Google Analytics dashboard and API, and how advertisers can use them to make business-driven business decisions.

Google Analytics for Advertisers

The Google Analytics Dashboard is organized into four sections:-

Audiences help you determine who your customers are, including information such as census, location, storage, and device technology. With these metrics, you can translate the impact of your marketing efforts into various segments of users.

The finding shows you how a customer comes to your website. In the channel section under All Traffic, you can specify which channels (live traffic, social media, email, ads, etc.) bring the most traffic. You can compare incoming visitors from Facebook and Instagram, determine the effectiveness of your SEO efforts in organic search traffic, and see how effective your email campaigns are.

Behavior describes what customers do to your website. What pages do they visit? How long did they stay? You can check out these metrics to understand all user activity and its implications for end-to-end participation.

Conversion tracks how customers take the steps you want them to take. This often involves defining key action criteria – such as purchasing – to see how the site promotes these actions over time.

Google Analytics divides data into dimensions and metrics. Size is a category attribute, such as the city in which the user is or the browser is using, while metrics are quantitative measurements, such as the number of times or pages per session. According to Google, “Not all metrics can be combined with all sizes. Each size and metrics are broad: user-level, session-level, or beat level. In most cases, it makes sense to combine size with metrics that share the same breadth. ” For a list of valid dimension-metric pairs, use Dimensions and Metrics Reference.

Dashboards usually allow for the segmentation of one or more sizes as a way to filter metric sets. These data points can also be accessed using the Google Analytics Core Reporting API with syntax ga: identifier. With the API you can inquire about metrics and sizes or use a third-party ETL tool like Stitch to integrate into a database for complete analysis.

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14 metrics for advertisers to submit from Google Analytics

When analyzing Google Analytics data, there are 14 metrics that all marketers should enter and understand:


Number of users and sessions

User metrics provide the number of unique people who visit a website within a given period, and the times are the number of times users interact with the site. For example, if you have 100 users and 200 sessions, it makes sense to conclude that each user visited the site twice on average over a specified period.

You can access user and session data in Audiences> Overview. You can then select Sessions or Users from the drop-down directly above the main graph:


When accessing metrics via API, use ga: users and ga: sessions.

These metrics provide a quick and robust analysis of marketing efforts. If you edit the data over time, you can determine how your campaigns drive traffic and how many users engage with the site.

The average length of time

The average length of time is the average amount of time a user spends on a website per session. You can find this in Audiences> View all, and then click the drop above the first graph, or if you are accessing metrics via the API, use ga: Avg session duration. This metric is a good representative of the high level of user interaction.

The middle pages of each session

Average pages per session The number of pages viewed by a user, on average, per session per site. You can find this in the download section under the Audiences section, or if you are accessing metrics via the API, use the ga: pageviewsPerSession. The number of pages the user interacts with is another good representative of user engagement. It is wise to look at both this metric and the session duration, however, as user configuration or content (e.g. long text blocks) can affect the average length of time compared to page views.

The new rate for returning visitors

For Audiences> View all, you can also compare the two metrics by clicking the “Select metric” link to the right of the main drop:

By comparing the rate of new users to returning users, you can determine how well your campaigns drive traffic for new or existing users. Both metrics are important, as returning users may show an increase in lifetime value (LTV), while an increase in new users may indicate growth.

Bounce Rate

A jump rate is the percentage of users who visit only one page of a website before leaving. You can find this metric in the drop-down view section under Audience, or if you are accessing metrics via the API, use ga: bounceRate. High jumps may indicate a technical problem, content that fails to adequately address user needs, a page with no internal links or call to action (CTA), or a misunderstanding of users in marketing campaigns.

Some google metrics to track :-

  • Sessions: Rate the visitor volume to your website.
  • Users: Rate unique visitors to your website.
  • Pageviews: Rate the total number of pages viewed on your website.
  • Average time on page: Measure the amount of time (average) users spend on your website.
  • Jump rate: Measure the percentage of sessions that leave your website without taking any further action.
  • Departments: Measure access points (i.e. your home page, price page, etc.) users visit your website through.
  • Opt-out Rate: Measure the rate at which visitors leave your website on certain pages.