Dimension

Description

Ad format

Describes the way ads looked and where they were located. Typical formats include 'Interstitial', 'Banner', 'Rewarded', and 'Native advanced'.

Ad source

The source network that served the ad. Typical sources include 'AdMob Network', 'Liftoff', 'Facebook Audience Network', and 'Mediated house ads'.

Audience name

The given name of an Audience. Users are reported in the audiences to which they belonged during the report's date range. Current user behavior does not affect historical audience membership in reports.

Interests

Interests demonstrated by users who are higher in the shopping funnel. Users can be counted in multiple interest categories. For example, 'Shoppers', 'Lifestyles & Hobbies/Pet Lovers', or 'Travel/Travel Buffs/Beachbound Travelers'.

Browser

The browsers used to view your website.

Campaign

The name of the marketing campaign. Present only for conversion events. Includes Google Ads Campaigns, Manual Campaigns, & other Campaigns.

Character

The player character in a game for an event. Populated by the event parameter 'character'.

City

The city from which the user activity originated.

Cohort

The cohort's name in the request. A cohort is a set of users who started using your website or app in any consecutive group of days. If a cohort name is not specified in the request, cohorts are named by their zero based index: cohort_0, cohort_1, etc.

Content group

A category that applies to items of published content. Populated by the event parameter 'content_group'.

Content type

The category of the selected content. Populated by the event parameter 'content_type'.

Country

The country from which the user activity originated.

Day

The day of the month, a two-digit number from 01 to 31.

Day of week

The day of the week. It returns values in the range [0,6] with Sunday as the first day of the week.

Default channel group

The conversion's default channel group is based primarily on source and medium. An enumeration which includes 'Direct', 'Organic Search', 'Paid Social', 'Organic Social', 'Email', 'Affiliates', 'Referral', 'Paid Search', 'Video', and 'Display'.

Device category

The type of device: Desktop, Tablet, or Mobile.

Device model

The mobile device model (example: iPhone 10,6).

Event name

The name of the event.

File name

The page path of the downloaded file (for example, '/menus/dinner-menu.pdf'). Automatically populated if Enhanced Measurement is enabled. Populated by the event parameter 'file_name'.

First user campaign

Name of the marketing campaign that first acquired the user. Includes Google Ads Campaigns, Manual Campaigns, & other Campaigns.

First user default channel group

The default channel group that first acquired the user. Default channel group is based primarily on source and medium. An enumeration which includes 'Direct', 'Organic Search', 'Paid Social', 'Organic Social', 'Email', 'Affiliates', 'Referral', 'Paid Search', 'Video', and 'Display'.

First user Google Ads account name

The Account name from Google Ads that first acquired the user.

First user Google Ads ad group ID

The Ad Group Id in Google Ads that first acquired the user.

First user Google Ads ad group name

The Ad Group Name in Google Ads that first acquired the user.

First user Google Ads ad network type

The advertising network that first acquired the user. An enumeration which includes 'Google search', 'Search partners', 'Google Display Network', 'Youtube Search', 'Youtube Videos', 'Cross-network', 'Social', and '(universal campaign)'.

First user Google Ads campaign

Name of the Google Ads marketing campaign that first acquired the user.

First user Google Ads campaign type

The campaign type of the Google Ads campaign that first acquired the user. Campaign types determine where customers see your ads and the settings and options available to you in Google Ads. Campaign type is an enumeration that includes: Search, Display, Shopping, Video, Discovery, App, Smart, Hotel, Local, and Performance Max. To learn more, see https://support.google.com/google-ads/answer/2567043.

First user Google Ads keyword text

The matched keyword that first acquired the user. Keywords are words or phrases describing your product or service that you choose to get your ad in front of the right customers. To learn more about Keywords, see https://support.google.com/google-ads/answer/6323.

First user Google Ads query

The search query that first acquired the user.

First user manual ad content

The ad content that first acquired the user. Populated by the utm_content parameter.

First user manual term

The term that first acquired the user. Populated by the utm_term parameter.

First user medium

The medium that first acquired the user to your website or app.

First user source

The source that first acquired the user to your website or app.

First user source / medium

The combined values of the dimensions 'firstUserSource' and 'firstUserMedium'.

First user source platform

The source platform that first acquired the user. Please do not depend on this field returning 'Manual' for traffic that uses UTMs; this field will update from returning 'Manual' to returning '(not set)' for an upcoming feature launch.

Full page URL

The hostname, page path, and query string for web pages visited; for example, the fullPageUrl portion of https://www.example.com/store/contact-us?query_string=true is www.example.com/store/contact-us?query_string=true.

Google Ads ad group name

The ad group name attributed to the conversion event.

Google Ads ad network type

The advertising network type of the conversion. An enumeration which includes 'Google search', 'Search partners', 'Google Display Network', 'Youtube Search', 'Youtube Videos', 'Cross-network', 'Social', and '(universal campaign)'.

Google Ads campaign

The campaign name for the Google Ads campaign attributed to the conversion event.

Google Ads campaign type

The campaign type for the Google Ads campaign attributed to the conversion event. Campaign types determine where customers see your ads and the settings and options available to you in Google Ads. Campaign type is an enumeration that includes: Search, Display, Shopping, Video, Discovery, App, Smart, Hotel, Local, and Performance Max. To learn more, see https://support.google.com/google-ads/answer/2567043.

Google Ads keyword text

The matched keyword that led to the conversion event. Keywords are words or phrases describing your product or service that you choose to get your ad in front of the right customers. To learn more about Keywords, see https://support.google.com/google-ads/answer/6323.

Google Ads query

The search query that led to the conversion event.

Hour

The two-digit hour of the day that the event was logged. This dimension ranges from 0-23 and is reported in your property's timezone.

Item affiliation

The name or code of the affiliate (partner/vendor; if any) associated with an individual item. Populated by the 'affiliation' item parameter.

Item brand

Brand name of the item.

Item category

The hierarchical category in which the item is classified. For example, in Apparel/Mens/Summer/Shirts/T-shirts, Apparel is the item category.

Item category 2

The hierarchical category in which the item is classified. For example, in Apparel/Mens/Summer/Shirts/T-shirts, Mens is the item category 2.

Item category 3

The hierarchical category in which the item is classified. For example, in Apparel/Mens/Summer/Shirts/T-shirts, Summer is the item category 3.

Item category 4

The hierarchical category in which the item is classified. For example, in Apparel/Mens/Summer/Shirts/T-shirts, Shirts is the item category 4.

Item category 5

The hierarchical category in which the item is classified. For example, in Apparel/Mens/Summer/Shirts/T-shirts, T-shirts is the item category 5.

Item list name

The name of the item list.

Item name

The name of the item.

Item promotion creative name

The name of the item-promotion creative.

Item promotion name

The name of the promotion for the item.

Item variant

The specific variation of a product. e.g., XS, S, M, L for size; or Red, Blue, Green, Black for color. Populated by the 'item_variant' parameter.

Landing page + query string

The page path + query string associated with the first pageview in a session.

Language

The language setting of the user's browser or device. e.g. English

Level

The player's level in a game. Populated by the event parameter 'level'.

Link text

The link text of the file download. Automatically populated if Enhanced Measurement is enabled. Populated by the event parameter 'link_text'.

Link URL

The full url for an outbound link or file download. For example if a user clicks a link '', this dimension will return 'https://www.youtube.com/results?search_query=analytics'. Automatically populated if Enhanced Measurement is enabled. Populated by the event parameter 'link_url'.

Manual ad content

The ad content attributed to the conversion event. Populated by the utm_content parameter.

Manual term

The term attributed to the conversion event. Populated by the utm_term parameter.

Medium

The medium attributed to the conversion event.

Method

The method by which an event was triggered. Populated by the event parameter 'method'.

Minute

The two-digit minute of the hour that the event was logged. This dimension ranges from 0-59 and is reported in your property's timezone.

Device brand

Manufacturer or branded name (examples: Samsung, HTC, Verizon, T-Mobile).

Device

The branded device name (examples: Galaxy S10 or P30 Pro).

Mobile model

The mobile device model name (examples: iPhone X or SM-G950F).

Month

The month of the event, a two digit integer from 01 to 12.

Operating system

The operating systems used by visitors to your app or website. Includes desktop and mobile operating systems such as Windows and Android.

OS version

The operating system versions used by visitors to your website or app. For example, Android 10's version is 10, and iOS 13.5.1's version is 13.5.1.

Operating system with version

The operating system and version. For example, Android 10 or Windows 7.

Order coupon

Code for the order-level coupon.

Page location

The protocol, hostname, page path, and query string for web pages visited; for example, the pageLocation portion of https://www.example.com/store/contact-us?query_string=true is https://www.example.com/store/contact-us?query_string=true. Populated by the event parameter 'page_location'.

Page path

The portion of the URL between the hostname and query string for web pages visited; for example, the pagePath portion of https://www.example.com/store/contact-us?query_string=true is /store/contact-us.

Page path + query string

The portion of the URL following the hostname for web pages visited; for example, the pagePathPlusQueryString portion of https://www.example.com/store/contact-us?query_string=true is /store/contact-us?query_string=true.

Page referrer

The full referring URL including the hostname and path. This referring URL is the user's previous URL and can be this website's domain or other domains. Populated by the event parameter 'page_referrer'.

Page title

The web page titles used on your site.

Platform

The platform on which your app or website ran; for example, web, iOS, or Android. To determine a stream's type in a report, use both platform and streamId.

Platform / device category

The platform and type of device on which your website or mobile app ran. (example: Android / mobile)

Region

The geographic region from which the user activity originated, derived from their IP address.

Search term

The term searched by the user. For example if the user visits '/some-page.html?q=some-term', this dimension returns 'some-term'. Automatically populated if Enhanced Measurement is enabled. Populated by the event parameter 'search_term'.

Session campaign

The marketing campaign name for a session. Includes Google Ads Campaigns, Manual Campaigns, & other Campaigns.

Session default channel group

The session's default channel group is based primarily on source and medium. An enumeration which includes 'Direct', 'Organic Search', 'Paid Social', 'Organic Social', 'Email', 'Affiliates', 'Referral', 'Paid Search', 'Video', and 'Display'.

Session Google Ads account name

The Account name from Google Ads that led to the session. Corresponds to customer.descriptive_name in the Google Ads API.

Session Google Ads ad group name

The Ad Group Name in Google Ads for a session.

Session Google Ads ad network type

The advertising network that led to the session. An enumeration which includes 'Google search', 'Search partners', 'Google Display Network', 'Youtube Search', 'Youtube Videos', 'Cross-network', 'Social', and '(universal campaign)'.

Session Google Ads campaign

The Campaign name for the Google Ads Campaign that led to this session.

Session Google Ads campaign type

The campaign type for the Google Ads campaign that led to this session. Campaign types determine where customers see your ads and the settings and options available to you in Google Ads. Campaign type is an enumeration that includes: Search, Display, Shopping, Video, Discovery, App, Smart, Hotel, Local, and Performance Max. To learn more, see https://support.google.com/google-ads/answer/2567043.

Session Google Ads keyword text

The matched keyword that led to the session. Keywords are words or phrases describing your product or service that you choose to get your ad in front of the right customers. To learn more about Keywords, see https://support.google.com/google-ads/answer/6323.

Session Google Ads query

The search query that led to the session.

Session manual ad content

The ad content that led to a session. Populated by the utm_content parameter.

Session manual term

The term that led to a session. Populated by the utm_term parameter.

Session medium

The medium that initiated a session on your website or app.

Session SA360 ad group name

The Ad Group name from Search Ads 360 that led to this session.

Session SA360 campaign

The Campaign name from Search Ads 360 that led to this session.

Session SA360 creative format

The type of creative in Search Ads 360 that led to this session. For example, 'Responsive search ad' or 'Expanded text ad'. To learn more, see GA4 Traffic Source Dimensions.

Session SA360 engine account name

The name of the engine account in SA360 that led to this session.

Session SA360 engine account type

The type of the engine account in Search Ads 360 that led to this session. For example, 'google ads', 'bing', or 'baidu'.

Session SA360 keyword text

The search engine keyword from Search Ads 360 that led to this session.

Session SA360 medium

The search engine keyword from Search Ads 360 that led to this session. For example, 'cpc'.

Session SA360 query

The search query from Search Ads 360 that led to this session.

Session SA360 source

The source of the traffic from Search Ads 360 that led to this session. For example, 'example.com' or 'google'.

Session source

The source that initiated a session on your website or app.

Session source / medium

The combined values of the dimensions 'sessionSource' and 'sessionMedium'.

Session source platform

The source platform of the session's campaign. Please do not depend on this field returning 'Manual' for traffic that uses UTMs; this field will update from returning 'Manual' to returning '(not set)' for an upcoming feature launch.

Shipping tier

The shipping tier (e.g. Ground, Air, Next-day) selected for delivery of the purchased item. Populated by the 'shipping_tier' event parameter.

Source

The source attributed to the conversion event.

Source / medium

The combined values of the dimensions 'source' and 'medium'.

Source platform

The source platform of the conversion event's campaign. Please do not depend on this field returning 'Manual' for traffic that uses UTMs; this field will update from returning 'Manual' to returning '(not set)' for an upcoming feature launch.

Stream name

The data stream name for your app or website.

Test data filter name

The name of data filters in testing state. You use data filters to include or exclude event data from your reports based on event-parameter values. To learn more, see https://support.google.com/analytics/answer/10108813.

Page path and screen class

The page path (web) or screen class (app) on which the event was logged.

Page path + query string and screen class

The page path and query string (web) or screen class (app) on which the event was logged.

Page title and screen class

The page title (web) or screen class (app) on which the event was logged.

Page title and screen name

The page title (web) or screen name (app) on which the event was logged.

Age

User age brackets.

Gender

User gender.

Video provider

The source of the video (for example, 'youtube'). Automatically populated for embedded videos if Enhanced Measurement is enabled. Populated by the event parameter 'video_provider'.

Video title

The title of the video. Automatically populated for embedded videos if Enhanced Measurement is enabled. Populated by the event parameter 'video_title'.

Video URL

The url of the video. Automatically populated for embedded videos if Enhanced Measurement is enabled. Populated by the event parameter 'video_url'.

Virtual currency name

The name of a virtual currency with which the user is interacting. i.e. spending or purchasing gems in a game. Populated by the 'virtual_currency_name' event parameter.

Week

The week of the event, a two-digit number from 01 to 53. Each week starts on Sunday. January 1st is always in week 01. The first and last week of the year have fewer than 7 days in most years. Weeks other than the first and the last week of the year always have 7 days. For years where January 1st is a Sunday, the first week of that year and the last week of the prior year have 7 days.

Year

The four-digit year of the event e.g. 2020.

Measure

Description

1-day active users

The number of distinct active users on your site or app within a 1 day period. The 1 day period includes the last day in the report's date range. Note: this is the same as Active Users.

28-day active users

The number of distinct active users on your site or app within a 28 day period. The 28 day period includes the last day in the report's date range.

7-day active users

The number of distinct active users on your site or app within a 7 day period. The 7 day period includes the last day in the report's date range.

Active users

The number of distinct users who visited your site or app.

Ad unit exposure

The time that an ad unit was exposed to a user, in milliseconds.

Add-to-carts

The number of times users added items to their shopping carts.

Ads clicks

Total number of times users have clicked on an ad to reach the property. Includes clicks from linked integrations like linked Search Ads 360 advertisers. Also includes uploaded clicks from data import.

Ads cost

The total amount you paid for your ads. Includes costs from linked integrations like linked Google Ads accounts. Also includes uploaded cost from data import; to learn more, see Import cost data.

Ads cost per click

Ads cost per click is ad cost divided by ad clicks and is often abbreviated CPC.

Cost per conversion

Cost per conversion is ad cost divided by conversions.

Ads impressions

The total number of impressions. Includes impressions from linked integrations like linked Display & Video 360 advertisers. Also includes uploaded impressions from data import.

Average purchase revenue

The average purchase revenue in the transaction group of events.

ARPPU

Average revenue per paying user (ARPPU) is the total purchase revenue per active user that logged a purchase event. The summary metric is for the time period selected.

Average purchase revenue per user

The average purchase revenue per active user is the total purchase revenue per active user that logged any event. The summary metric is for the time period selected.

ARPU

Average revenue per active user (ARPU). The summary metric is for the time period selected. ARPU uses Total Revenue and includes AdMob estimated earnings.

Average session duration

The average duration (in seconds) of users' sessions.

Bounce rate

The percentage of sessions that were not engaged ((Sessions Minus Engaged sessions) divided by Sessions). This metric is returned as a fraction; for example, 0.2761 means 27.61% of sessions were bounces.

Cart-to-view rate

The number of users who added a product(s) to their cart divided by the number of users who viewed the same product(s). This metric is returned as a fraction; for example, 0.1132 means 11.32% of users who viewed a product also added the same product to their cart.

Checkouts

The number of times users started the checkout process. This metric counts the occurrence of the 'begin_checkout' event.

Cohort active users

The number of users in the cohort who are active in the time window corresponding to the cohort nth day/week/month. For example for the row where cohortNthWeek = 0001, this metric is the number of users (in the cohort) who are active in week 1.

Cohort total users

The total number of users in the cohort. This metric is the same value in every row of the report for each cohort. Because cohorts are defined by a shared acquisition date, cohortTotalUsers is the same as cohortActiveUsers for the cohort's selection date range. For report rows later than the ochort's selection range, it is typical for cohortActiveUsers to be smaller than cohortTotalUsers. This difference represents users from the cohort that were not active for the later date. cohortTotalUsers is commonly used in the metric expression cohortActiveUsers/cohortTotalUsers to compute a user retention fraction for the cohort. The relationship between activeUsers and totalUsers is not equivalent to the relationship between cohortActiveUsers and cohortTotalUsers.

Conversions

The count of conversion events. Events are marked as conversions at collection time; changes to an event's conversion marking apply going forward. You can mark any event as a conversion in Google Analytics, and some events (i.e. first_open, purchase) are marked as conversions by default. To learn more, see https://support.google.com/analytics/answer/9267568.

Crash-affected users

The number of users that logged a crash in this row of the report. For example if the report is time series by date, this metrics reports total users with at least one crash on this date. Crashes are events with the name "app_exception".

Crash-free users rate

The number of users without crash events (in this row of the report) divided by the total number of users. This metric is returned as a fraction; for example, 0.9243 means 92.43% of users were crash-free.

DAU / MAU

The rolling percent of 30-day active users who are also 1-day active users. This metric is returned as a fraction; for example, 0.113 means 11.3% of 30-day active users were also 1-day active users.

DAU / WAU

The rolling percent of 7-day active users who are also 1-day active users. This metric is returned as a fraction; for example, 0.082 means 8.2% of 7-day active users were also 1-day active users.

Ecommerce purchases

The number of times users completed a purchase. This metric counts 'purchase' events; this metric does not count 'in_app_purchase' and subscription events.

Engaged sessions

The number of sessions that lasted longer than 10 seconds, or had a conversion event, or had 2 or more screen views.

Engagement rate

The percentage of engaged sessions (Engaged sessions divided by Sessions). This metric is returned as a fraction; for example, 0.7239 means 72.39% of sessions were engaged sessions.

Event count

The count of events.

Event count per user

The average number of events per user (Event count divided by Active users).

Event value

The sum of the event parameter named 'value'.

Events per session

The average number of events per session (Event count divided by Sessions).

First-time purchaser conversion

The percentage of active users who made their first purchase. This metric is returned as a fraction; for example, 0.092 means 9.2% of active users were first time purchasers.

First time purchasers

The number of users that completed their first purchase event.

First-time purchasers per new user

The average number of first time purchasers per new user.

Item list clicks

The number of times users clicked an item when it appeared in a list. This metric counts the occurrence of the 'select_item' event.

Item list click through rate

The number of users who selected a list(s) divided by the number of users who viewed the same list(s). This metric is returned as a fraction; for example, 0.2145 means 21.45% of users who viewed a list also selected the same list.

Item list views

The number of times the item list was viewed. This metric counts the occurrence of the 'view_item_list' event.

Item promotion click through rate

The number of users who selected a promotion(s) divided by the number of users who viewed the same promotion(s). This metric is returned as a fraction; for example, 0.1382 means 13.82% of users who viewed a promotion also selected the promotion.

Item revenue

The total revenue from items only. Item revenue is the product of its price and quantity. Item revenue excludes tax and shipping values; tax & shipping values are specified at the event and not item level.

Item views

The number of times the item details were viewed. The metric counts the occurrence of the 'view_item' event.

Items added to cart

The number of units added to cart for a single item. This metric counts the quantity of items in 'add_to_cart' events.

Items checked out

The number of units checked out for a single item. This metric counts the quantity of items in 'begin_checkout' events.

Items clicked in list

The number of units clicked in list for a single item. This metric counts the quantity of items in 'select_item' events.

Items clicked in promotion

The number of units clicked in promotion for a single item. This metric counts the quantity of items in 'select_promotion' events.

Item purchase quantity

The number of units for a single item included in purchase events. This metric counts the quantity of items in purchase events.

Items viewed

The number of units viewed for a single item. This metric counts the quantity of items in 'view_item' events.

Items viewed in list

The number of units viewed in list for a single item. This metric counts the quantity of items in 'view_item_list' events.

Items viewed in promotion

The number of units viewed in promotion for a single item. This metric counts the quantity of items in 'view_promotion' events.

New users

The number of users who interacted with your site or launched your app for the first time (event triggered: first_open or first_visit).

Organic google search average position

The average ranking of your website URLs for the query reported from Search Console. For example, if your site's URL appears at position 3 for one query and position 7 for another query, the average position would be 5 (3+7/2). This metric requires an active Search Console link.

Organic google search click through rate

The organic Google Search click through rate reported from Search Console. Click through rate is clicks per impression. This metric is returned as a fraction; for example, 0.0588 means about 5.88% of impressions resulted in a click. This metric requires an active Search Console link.

Organic google search clicks

The number of organic Google Search clicks reported from Search Console. This metric requires an active Search Console link.

Organic google search impressions

The number of organic Google Search impressions reported from Search Console. This metric requires an active Search Console link.

Item promotion clicks

The number of times an item promotion was clicked. This metric counts the occurrence of the 'select_promotion' event.

Item promotion views

The number of times an item promotion was viewed. This metric counts the occurrence of the 'view_promotion' event.

Publisher ad clicks

The number of ad_click events.

Publisher ad impressions

The number of ad_impression events.

Purchase revenue

The sum of revenue from purchases made in your app or site. Purchase revenue sums the revenue for these events: 'purchase', 'ecommerce_purchase', 'in_app_purchase', 'app_store_subscription_convert', and 'app_store_subscription_renew'. Purchase revenue is specified by the 'value' parameter in tagging.

Purchase-to-view rate

The number of users who purchased a product(s) divided by the number of users who viewed the same product(s). This metric is returned as a fraction; for example, 0.128 means 12.8% of users that viewed a product(s) also purchased the same product(s).

Purchaser conversion

The percentage of active users who made 1 or more purchase transactions. This metric is returned as a fraction; for example, 0.412 means 41.2% of users were purchasers.

Return on ad spend

Return On Ad Spend (ROAS) is total revenue divided by advertiser ad cost.

Views

The number of app screens or web pages your users viewed. Repeated views of a single page or screen are counted. (screen_view + page_view events).

Views per session

The number of app screens or web pages your users viewed per session. Repeated views of a single page or screen are counted. (screen_view + page_view events) / sessions.

Session conversion rate

The percentage of sessions in which any conversion event was triggered.

Sessions

The number of sessions that began on your site or app (event triggered: session_start).

Sessions per user

The average number of sessions per user (Sessions divided by Active Users).

Shipping amount

Shipping amount associated with a transaction. Populated by the 'shipping' event parameter.

Tax amount

Tax amount associated with a transaction. Populated by the 'tax' event parameter.

Total ad revenue

The total advertising revenue from both Admob and third-party sources.

Total purchasers

The number of users that logged purchase events for the time period selected.

Total revenue

The sum of revenue from purchases, subscriptions, and advertising (Purchase revenue plus Subscription revenue plus Ad revenue).

Total users

The number of distinct users who have logged at least one event, regardless of whether the site or app was in use when that event was logged.

Transactions

The count of transaction events with purchase revenue. Transaction events are in_app_purchase, ecommerce_purchase, purchase, app_store_subscription_renew, app_store_subscription_convert, and refund.

Transactions per purchaser

The average numer of transactions per purchaser.

User conversion rate

The percentage of users who triggered any conversion event.

User engagement

The total amount of time (in seconds) your website or app was in the foreground of users' devices.

WAU / MAU

The rolling percent of 30-day active users who are also 7-day active users. This metric is returned as a fraction; for example, 0.234 means 23.4% of 30-day active users were also 7-day active users.