Google Analytics 4 Metrics and Breakdowns
This page provides a comprehensive reference of all supported metrics and breakdowns available for Google Analytics 4 data extraction through Adzviser.
Metrics
User Metrics
| Field Name | Description |
|---|---|
| Active users | Active user count |
| 7-day active users | Distinct active users during the trailing 7-day window |
| 28-day active users | Distinct active users during the trailing 28-day window |
| New users | New user count |
| Total users | Number of distinct users who generated any event |
| DAU / MAU | Daily/monthly active ratio |
| DAU / WAU | Daily/weekly active ratio |
| WAU / MAU | Weekly/monthly ratio |
Session Metrics
| Field Name | Description |
|---|---|
| Sessions | Session count |
| Sessions per user | Average sessions generated by each active user |
| Engaged sessions | Sessions lasting longer than 10 seconds, containing a key event, or producing at least two views |
| Engagement rate | Engaged sessions divided by total sessions |
| Average session duration | Avg session duration |
| Bounce rate | Percentage of sessions that were not engaged |
Page Metrics
| Field Name | Description |
|---|---|
| Views | Screen/page views |
| Views per session | Average page or screen views generated during each session |
| Views per user | Average page or screen views generated by each user |
| Total user engagement duration (sec) | Engagement duration |
| Scrolled users (90 percent of page) | Scrolled users |
Event Metrics
| Field Name | Description |
|---|---|
| Event count | Total event count |
| Event count per user | Events per user |
| Events per session | Average tracked events generated during each session |
| Sum of event value | Total event value |
| Conversions | Conversion count |
Conversion Metrics
| Field Name | Description |
|---|---|
| Session conversion rate | Session conv rate |
| User conversion rate | User conv rate |
| First-time purchaser conversion rate | First purchase conv |
| Purchaser conversion rate | Purchaser conv rate |
| Transactions per purchaser | Trans per purchaser |
Revenue Metrics
| Field Name | Description |
|---|---|
| Total revenue | Revenue from purchases, subscriptions, advertising, and other configured sources |
| Purchase revenue | Revenue generated by ecommerce purchases |
| Average revenue per user | ARPU |
| Average revenue per paying user | ARPPU |
| Average purchase revenue | Avg purchase revenue |
| Return on ad spend | ROAS |
E-commerce Metrics
| Field Name | Description |
|---|---|
| Ecommerce Add-to-carts | Add to cart events |
| Ecommerce Cart-to-view rate | Cart-to-view rate |
| First time purchasers | First purchasers |
| Transaction count | Number of completed ecommerce transactions |
| Gross item revenue | Item revenue before refunds and applicable adjustments |
| Gross purchase revenue | Gross purchase rev |
| Revenue from products | Item revenue |
| Refund amount | Monetary value refunded to customers |
| Products added to cart | Items added to cart |
| Products viewed | Items viewed |
| Discount amount on products | Discount amount |
Ads Metrics
| Field Name | Description |
|---|---|
| Publisher ad clicks | Publisher clicks |
| Publisher ad impressions | Publisher impressions |
| Ads clicks | Advertiser clicks |
| Ads impressions | Advertiser impressions |
| Ads cost | Advertiser cost |
| Ads cost per click | Advertiser CPC |
| Ads cost per conversion | Advertiser CPA |
Technical Metrics
| Field Name | Description |
|---|---|
| Crash-affected users | Number of distinct users associated with crash-affected |
| Crash-free users rate | Crash-free rate |
| Purchase-to-view rate | Users who completed purchase divided by users who viewed the relevant item |
| Ad unit exposure in milliseconds | Total time ad units were visible to users, in milliseconds |
| Ecommerce Checkouts (begin_checkout event count) | Number of begin_checkout events |
| First time purchasers per new user | First-time purchasers divided by new users |
| Click-through rate for product listings | Product-listing or promotion clicks divided by corresponding views |
| Clicks on product listings | Number of product-listing or promotion click events |
| Total views on product listings | Number of products viewed in a list or promotion |
| Click-through rate for product promotions | Product-listing or promotion clicks divided by corresponding views |
| Clicks on product promotions | Number of product-listing or promotion click events |
| Total views on promotions | Number of product-promotion view events |
| Refund amount on products | Refunded product revenue in the reporting currency |
| Total views on individual products | Number of products associated with views on individual |
| Products checked out | Number of product units included in begin_checkout events |
| Products clicked in list | Number of product click events from a list |
| Products clicked in promotion | Number of product click events from a promotion |
| Products viewed in list | Number of product view events from a list |
| Products viewed in promotion | Number of product view events from a promotion |
| Transaction shipping amount | Monetary value of transaction shipping amount in the account's reporting currency |
| Transaction tax amount | Monetary value of transaction tax amount in the account's reporting currency |
| Total purchasers | Number of distinct users who completed a purchase |
Breakdowns
Time Breakdowns
| Field Name | Description |
|---|---|
| Hour | Hour of day |
| Minute | Minute of the hour in which the activity occurred |
Platform Breakdowns
| Field Name | Description |
|---|---|
| Platform | Platform type |
| Stream ID | Data stream ID |
| Stream name | Data stream name |
| App version | Version of the related app |
| Host name | Name of the host |
First User Source
| Field Name | Description |
|---|---|
| First user medium | First medium |
| First user campaign ID | First campaign ID |
| First user campaign name | First campaign |
| First user default channel group | First channel group |
| First user source | First source |
| First user source and medium | First source/medium |
Session Source
| Field Name | Description |
|---|---|
| Session medium | Traffic medium |
| Session campaign | Campaign name |
| Session default channel group | Session channel |
| Session source | Traffic source |
| Session source and medium | Session source/medium |
| Session Google Ads campaign | Session GA campaign |
Conversion Attribution
| Field Name | Description |
|---|---|
| Conversion-attributed campaign name | Attributed campaign |
| Conversion-attributed source | Attributed source |
| Conversion-attributed medium | Attributed medium |
| Conversion-attributed default channel group | Attributed channel |
Device Breakdowns
| Field Name | Description |
|---|---|
| Device category | Device class, such as desktop, mobile, or tablet |
| Device model | Hardware model of the device used |
| Device branding | Device brand |
| Screen resolution | Pixel dimensions of the user's screen |
| Browser | Browser used for the reported activity |
| Operating system | Operating system used for the reported activity |
| Operating system version | OS version |
| Language | User language |
Page Breakdowns
| Field Name | Description |
|---|---|
| Page location | Page URL |
| Page title | Human-readable title of the related page content |
| First session landing page | Landing page |
| Percent scrolled | Scroll depth |
| Search term | Site search term |
Geography
| Field Name | Description |
|---|---|
| Country | Country associated with the user, delivery, or conversion |
| Region | State or region associated with the user, delivery, or conversion |
| City | City associated with the user, delivery, or conversion |
| Continent | Continent from which the user activity originated |
User Breakdowns
| Field Name | Description |
|---|---|
| New vs returning user | New/returning |
| First session date of user | First session date |
| User gender | Gender |
| User age bracket | Age bracket |
| User audience name | Audience name |
Event Breakdowns
| Field Name | Description |
|---|---|
| Event name | Name of the event |
| Is conversion event | Conversion flag |
| Page referrer | Referrer |
E-commerce Breakdowns
| Field Name | Description |
|---|---|
| Ecommerce product brand | Product brand |
| Ecommerce product category | Product category |
| Ecommerce product ID | Product ID |
| Ecommerce product name | Product name |
| Ecommerce product variant | Product variant |
| Ecommerce product transaction ID | Transaction ID |
Video Breakdowns
| Field Name | Description |
|---|---|
| Video URL | URL associated with the video record |
| Video title | Human-readable title of the related video content |
| Video provider | Creative, placement, or provider detail associated with the video |
Outbound Link Breakdowns
| Field Name | Description |
|---|---|
| Outbound link anchor text | Link text |
| Outbound link full url | Link URL |
| Outbound link destination domain | Link domain |
| Is outbound link | Outbound flag |
| Test data filter name | Name of the test data filter |
| Test data filter ID | Unique identifier for the test data filter in Google Analytics |
| First user Google Ads account name | Name of the first user google ads account |
| First user Google Ads ad group ID | Unique identifier for the first user google ads ad group in Google Analytics |
| First user Google Ads ad group name | Name of the first user google ads ad group |
| First user Google Ads ad network type | Type of first user google ads ad network |
| First user Google Ads campaign ID | Unique identifier for the first user google ads campaign in Google Analytics |
| First user Google Ads campaign Name | Name of the first user google ads campaign |
| First user Google Ads campaign type | Type of first user google ads campaign |
| First user Google Ads creative ID | Unique identifier for the first user google ads creative in Google Analytics |
| First user Google Ads customer ID | Unique identifier for the first user google ads customer in Google Analytics |
| First user Google Ads keyword text | Text content stored for the related first user google ads keyword record |
| First user Google Ads query | Search query or keyword represented by first user google ads query |
| First user manual ad content | Manual ad content credited under the first acquisition touch scope |
| First user manual term | Manual term credited under the first acquisition touch scope |
| First user source and platform | Source and platform credited under the first acquisition touch scope |
| Session campaign ID | Unique identifier for the session campaign in Google Analytics |
| Session Google Ads account name | Name of the session google ads account |
| Session Google Ads ad group ID | Unique identifier for the session google ads ad group in Google Analytics |
| Session Google Ads ad group name | Name of the session google ads ad group |
| Session Google Ads ad network type | Type of session google ads ad network |
| Session Google Ads campaign ID | Unique identifier for the session google ads campaign in Google Analytics |
| Session Google Ads campaign type | Type of session google ads campaign |
| Session Google Ads creative ID | Unique identifier for the session google ads creative in Google Analytics |
| Session Google Ads customer ID | Unique identifier for the session google ads customer in Google Analytics |
| Session Google Ads keyword text | Text content stored for the related session google ads keyword record |
| Session Google Ads query | Search query or keyword represented by session google ads query |
| Session manual ad content | Manual ad content credited under the current session scope |
| Session manual term | Manual term credited under the current session scope |
| Session SA360 ad group name | Name of the session sa360 ad group |
| Session SA360 campaign ID | Unique identifier for the session sa360 campaign in Google Analytics |
| Session SA360 campaign | Campaign name |
| Session SA360 creative format | Sa360 creative format credited under the current session scope |
| Session SA360 engine account ID | Unique identifier for the session sa360 engine account in Google Analytics |
| Session SA360 engine account name | Name of the session sa360 engine account |
| Session SA360 engine account type | Type of session sa360 engine account |
| Session SA360 keyword text | Text content stored for the related session sa360 keyword record |
| Session SA360 medium | Traffic medium |
| Session SA360 query | Search query or keyword represented by session sa360 query |
| Session SA360 source | Traffic source |
| Session source and platform | Source and platform credited under the current session scope |
| Conversion-attributed campaign ID | Unique identifier for the conversion-attributed campaign in Google Analytics |
| Conversion-attributed ad network type | Type of conversion-attributed ad network |
| Conversion-attributed Google Ads account name | Name of the conversion-attributed google ads account |
| Conversion-attributed Google Ads customer ID | Unique identifier for the conversion-attributed google ads customer in Google Analytics |
| Conversion-attributed Google Ads campaign ID | Unique identifier for the conversion-attributed google ads campaign in Google Analytics |
| Conversion-attributed Google Ads campaign name | Name of the conversion-attributed google ads campaign |
| Conversion-attributed Google Ads campaign type | Type of conversion-attributed google ads campaign |
| Conversion-attributed Google Ads ad group ID | Unique identifier for the conversion-attributed google ads ad group in Google Analytics |
| Conversion-attributed Google Ads ad group name | Name of the conversion-attributed google ads ad group |
| Conversion-attributed Google Ads keyword text | Text content stored for the related conversion-attributed google ads keyword record |
| Conversion-attributed Google Ads query | Search query or keyword represented by conversion-attributed google ads query |
| Conversion-attributed Google Ads creative ID | Unique identifier for the conversion-attributed google ads creative in Google Analytics |
| Conversion-attributed source and medium | Traffic medium |
| Conversion-attributed source and platform | Source and platform credited under the conversion attribution scope |
| Conversion-attributed manual ad content | Manual ad content credited under the conversion attribution scope |
| Conversion-attributed manual term | Manual term credited under the conversion attribution scope |
| Platform and device category | Category classification represented by platform and device category |
| Device marketing name | Name of the device marketing |
| Operating system and version | Version of the related operating system and |
| Language code | Code identifying the related language |
| Content group | Content grouping assigned through the content_group event parameter |
| Content ID | Unique identifier for the content in Google Analytics |
| Content type | Type of content |
| Is content visible | Whether content visible is true for the related Google Analytics record |
| Method | Method supplied with the tracked event, such as a login or sharing method |
| Country ID | Unique identifier for the country in Google Analytics |
| City ID | Unique identifier for the city in Google Analytics |
| Continent ID | Unique identifier for the continent in Google Analytics |
| Is user signed in with user ID | Unique identifier for the is user signed in with user in Google Analytics |
| User audience ID | Unique identifier for the user audience in Google Analytics |
| Ad format | Format or operating mode selected for the ad |
| Ad source | Traffic source |
| Ad unit | Creative, placement, or provider detail associated with the ad |
| Ecommerce product currency | Currency used for the related Google Analytics amounts and budgets |
| Ecommerce product category 2 | Category classification represented by ecommerce product category 2 |
| Ecommerce product category 3 | Category classification represented by ecommerce product category 3 |
| Ecommerce product category 4 | Category classification represented by ecommerce product category 4 |
| Ecommerce product category 5 | Category classification represented by ecommerce product category 5 |
| Ecommerce product list ID | Unique identifier for the ecommerce product list in Google Analytics |
| Ecommerce product list name | Name of the ecommerce product list |
| Ecommerce product promotion creative name | Name of the ecommerce product promotion creative |
| Ecommerce product promotion creative slot | Promotion creative slot captured for the ecommerce item |
| Ecommerce product promotion ID | Unique identifier for the ecommerce product promotion in Google Analytics |
| Ecommerce product promotion name | Name of the ecommerce product promotion |
| Ecommerce product affiliation | Affiliation captured for the ecommerce item |
| Ecommerce product order coupon | Order coupon captured for the ecommerce item |
| Ecommerce product shipping tier | Shipping tier captured for the ecommerce item |
| Ecommerce product list position | List position captured for the ecommerce item |
| Ecommerce product location ID | Unique identifier for the ecommerce product location in Google Analytics |
| Outbound link html id | Unique identifier for the outbound link html in Google Analytics |
| Outbound link html classes | HTML CLASSES captured for the outbound-link click |
| Page path of downloaded file | Text or URL-path content used in the page |
| Downloaded file extension | File extension of the tracked download |
| Game achievement ID | Unique identifier for the game achievement in Google Analytics |
| Game player character | Character recorded for the player at event time |
| Game player group ID | Unique identifier for the game player group in Google Analytics |
| Game player level | Level recorded for the player at event time |
| Game virtual currency | Currency used for the related Google Analytics amounts and budgets |
| User's interest | Interest category inferred for the user |