How can you see the story of your business and customer behavior at a glance by looking at your analytics figures? What data should you analyze first? It is important not to get too involved with the data. Being able to tell the right story by looking at your reports requires asking the right questions. The ability to achieve success using collected data requires identifying the key points of analysis and not getting lost in the maze of multiple metrics and dimensions. In addition, it is important to know how your business facts are reflected by the analytics numbers. In this article, we cover 10 GA4 metrics that should be pillars of your data analysis.

What is metric? A metric is a quantitative assessment expressed as a rate or sum. In other words, metrics are numbers and figures in analytics that tell you about web pages.

In this way, you can easily determine the strengths and weaknesses of your business and identify the aspects that need to be improved. If you know how to read a report based on these numbers, you can take your business to the next level.

Ga4 has a lot of metrics to track, but how can you focus on just the ones that matter most to you?

To better analyze your website professionally, we suggest you register for the Google Analytics 4 training course.

1- Users

The Users metric in Google Analytics 4 gives you a true understanding of your target audience. This section shows the number of unique users who have interacted with your web page.

By analyzing this metric, you can understand how your customers interact with your web pages.

This metric also helps you understand which content is engaging enough and whether your business is making a positive dynamic move toward user growth.

2- Sessions

This basic metric shows the number of sessions started on your web page or app.

Although the session-based concept is no longer present in Universal Analytics in GA4, sessions are still one of the most important metrics in reporting.

In addition, this criterion itself has been significantly improved compared to UA. Because a new session will not start if the same user comes in from a different traffic or continues to browse your web page in the middle of the night. Therefore, GA4 can provide a more accurate count of visitors to your web pages.

The Google Analytics 4 Sessions metric is critical to your advanced analytics because it helps you determine how much traffic is being generated, as well as possible trends in your users’ behavior.

If you are not familiar enough with how to transfer to Google Analytics GA4, read the related article on this site.

3-Engagement Rate

This is a new metric in GA4 that helps you identify how your customers are engaging with your content.

You should also know what an engagement session means in GA4.

When the session is interacted with, one of the following conditions is created:

  • Lasted more than 10 seconds
  • lead to 1 or more conversion events
  • lead to 2 or more Page/Screen views

There is no doubt that it is equivalent to Bounce Rate related to Universal Analytics and in GA4, Conversion Rate is more useful; Because it gives us more information about the actual interaction with the web page rather than the users leaving the web page.

The conversion rate of Google Analytics 4 is calculated as follows: the interactive sessions divided by the number of sessions.

Engagement rate is a powerful metric that gives you a true understanding of user experience and how to improve it. In this way, you can determine whether your site’s content strategy has been effective or not.

4-Average Engagement Time

This is a basic metric that shows you the average time your web page has been in the user’s attention. The average interaction time of GA4 is calculated as the sum of user interaction periods based on each user.

This number is important because it can tell you a lot about the customer journey on your web page. The average time also depends on your business model and may differ from others. Therefore, it is suggested to look at this number in different time frames.

This metric helps you evaluate different aspects of the web page; which includes the loading speed, the presence of errors, and the appropriate user interface, which are the determining factors in active user interaction.

Decreased engagement can give you warnings about different aspects of the web page that need improvement.


Visits are also one of the important metrics of engagement that show the number of times a web page or application has been visited by your users.

By evaluating this metric in Google Analytics 4, you can reach a clear SEO strategy. In addition, these visits help you understand how the web page works and how site changes can affect your user behavior.

6-Event Count

Google Analytics 4 Event Count, as the name suggests, shows you how many times users have initiated a specific event.

Unveiling the details of the customer journey will help you get to know your customers more professionally. By providing such confusing information, you can learn a great skill. Ability to understand users and meet their needs in a better way; This is a huge success, isn’t it?


The Analytics 4 conversions metric shows you the number of times a user initiates a valuable event for your business on a web page.

Conversion data is a critical part of your business performance reporting. By tracking key user actions, you can find optimal ways to improve ROI.

Not only does this measure show the level of engagement of your users, but it also determines whether your user interface is good or not, the effectiveness of marketing campaigns, and established trends in user behavior.

8- Lifetime Value

This metric helps you determine the value of users to your business based on their lifetime performance. You can combine this metric with other resources to identify the most effective branches of your marketing resources to help capture these users.

With Google Analytics 4 Lifetime Value Analysis, you can also determine which practices are providing you with higher-quality, more relevant users. This metric also helps you determine how much you need to spend to acquire a new user.

9- Total Revenue

Analytics 4’s Total Profit metric shows you the total profit earned from purchases, memberships, and ads. This measure helps you to evaluate the business performance and set goals.

By looking at these numbers, the business can see its sales and make changes if needed. In addition, the overall profit metric helps you track sales progress over some time so that you can look for better solutions to increase sales.

10- Advertiser Ad Clicks

This metric is important when you are running an advertising campaign. This metric shows you the number of times users have clicked on your ad.

The measure of clicks on Google Analytics 4 ads is available in the reports section if you have connected GA4 to the ads platform.

There is no doubt that Analytics 4 is a powerful tool that allows you to create custom metrics to gain a better understanding of web page performance.

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