Google Analytics 4

NinjaCat provides a native connection to Google Analytics 4. This article will lead you through the steps to create a new Google Analytics Data Source connection. It also contains documentation covering operating details for the current GA4 platform and the legacy Universal Analytics platform for those who may have saved legacy with NinjaCat’s Data Cloud.

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Connecting Google Analytics

Adding the Data Source

Go to the Setup Settings
Follow the instructions in the article How to Connect a Direct Data Network Connection to begin the process of making the Network connection
As in step "7" in the above, linked article you will be presented with a pop-up window to authenticate with the required credentials and also allow the appropriate permissions

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In some cases, there are programmatic ways to find the requested credentials. Ultimately you may have to contact the data source provider to obtain the credentials. We try to advise or help direct you to the credentials when we can.

Click the "Add Network" button near the bottom right

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For existing GA networks… in order to get Google Analytics 4 connected, users will need to revoke their token at the agency level and re-add their token.

When doing this step, you must be careful that the user uses the same credentials as before or creds that have the same level of access to the GA accounts you wish to report on. This ensures that the existing advertiser-level UA data source connections will remain intact.

If you are uncertain about what credentials you have used for your existing networks and need this info to reconnect, please reach out to our Customer Advocacy Team ([email protected])

Connecting Advertiser-Specific Integration Data to a NinjaCat Account

Follow the instructions in the article How to Add a Single Data Connection to a NinjaCat Account to begin the process of making the client-specific data connection
In step 4 in the above, linked article there will be two options to pick from provided by Google Analytics
Click on the desired Google Analytics option from the list

Follow the provided instructions in the help text on each Google Analytics product connection page to obtain and submit the right credentials for the right Google Analytics product

Click "Connect" near the bottom right

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Sub-properties are supported for customers using Google Analytics 360 and leveraging sub-properties (a property that gets its data from one other property). These sub-properties will be selectable in the Property dropdown for Google Analytics Advertiser Connections. GA4 About Subproperties

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If you need to connect multiple instances of the same data source to one account follow the steps in the article How To Add Multiple Instances of a Single Data Source

Google Analytics 4 Update

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As stated above, the Google Analytics Network is the umbrella Network for the two Google Analytics versions currently available. We have slightly different setup instructions based on which version of Google Analytics you plan on using.

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This GA4 integration is considered an early access integration. This means that the integration is ready to be used, but will undergo some fine-tuning based on Google’s continued evolution of GA4 and the API, as well as our learnings from how NinjaCat users interact with the data. Any changes will be communicated and documented in our Knowledge Base.

GA4 is a new property designed for the future of measurement, and will eventually completely replace UA. Starting July 1, 2023, new data will no longer be processed through a UA property. However, your already processed data will still be available to you in your Google Analytics account for at least 6 months after this date.

Major changes that come with GA4

Better ways to track the customer journey by collecting both App + Web data
Completely event-based instead of session-based

To view the comparisons between GA4 and UA at length, visit Google’s support article.

Universal Analytics and GA4 in the Template Builder

Both UA and GA4 are able to be pulled into the same NinjaCat template, and for some segments, the same widgets. However, be careful with the metric overlap as some metrics are calculated much differently between UA and GA4. A few examples are Users, Sessions, and Bounce Rate. For more information, review this Google Support article which explains the extent to which you can and cannot compare metrics between UA and GA4.
The “Google Analytics 4” data source is available as a separate option in the template builder to add to your widgets

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Based on Google API limitations, the max number of dimensions that can be pulled into a widget is 9, and the max number of metrics is 10

Below is a list of capabilities that are not yet supported by the built integration that is currently in consideration. After we continue learning more from Google as well as how users interact with the data from GA4, these are potential areas to be built on in the future:

Send calls from NinjaTrack to GA4

Custom Dimensions and Metrics

Segment Filter Concept

Using Universal Analytics Segment Filters

"Segment Filter Value" advertiser data source connection field - If this field remains blank, then it is ignored. If it contains a value and it matches exactly to a segment filter that exists in that agency’s GA network, then we will segment the data within the template builder widget to reflect that for that particular advertiser’s GA data, if the user identifies within the widget that the segment filter should be followed (see below).
- If there are multiple Google Analytics data source connections applied to one account, and a value exists for each connection, then the template builder widget filters accordingly to each given filter per connection/mapping.
The “Segment Filter” dropdown menu - includes the following options:
- “Do Not Use”: This is the default of the dropdown menu. When selected, there is no segment filter value applied to the widget, regardless if there is a value that exists at the advertiser-network level.
- “Use Widget Only”: Even if there is a value set for the Segment Filter Value at the advertiser level. the widget will respect the value in the widget-level segment filter value only. If it is blank, it will be ignored and the data of the widget will remain as-is without a filter applied.
- “Use Advertiser Only”: Even if there is a value set for the Segment Filter Value at the widget level. The widget will respect the value in the advertiser-level segment filter value only. If it is blank for any of the GA data source connections, it will be ignored and the data of the widget will remain as-is without a filter applied.
- “Use Widget Unless Advertiser Override”: If this option is selected for the widget, the following logic is applied: If there is a widget-level Segment Filter Value given, the widget will respect that UNLESS there is a Segment Filter Value given for a data source connection at the Advertiser level for that advertiser. The widget would then respect that advertiser-level filter. If neither exists, the data in the widget remains as-is without a filter applied.
“Segment Filter Value” Template Builder field - Appears if GA exists as a data source in the widget. Allows the application of a GA Segment Filter at the widget level in the template builder.

Use NinjaCat DataCloud to store Universal Analytics Data after July 1st, 2023

On July 1, 2023, Universal Analytics (UA) properties stopped processing new data. However, your already processed data is still available in your Google Analytics account until July 1, 2024. On this date, data for Standard Universal Analytics properties can no longer be accessed within Google Analytics. Learn more about this timeline from this Google Support article. Storing that UA data in NinjaCat's DataCloud will allow you to hold on to this data past July 1, 2024.

Follow the instructions in the linked article named [How to Build a DataCloud Datasource](View a Google Analytics Report Template example). Make sure to select all of the Google Analytics Universal Analytics Networks that contain the desired data you need to keep.

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This process should be done as far ahead of July 1st as possible. This will make sure you have enough time to work out any data issues that may arise and verify your syncs are complete before the cutoff date.

GA4 Dimension Scopes

Outside of compatibility groups, GA4 has three or four groups of dimensions. The groups are called Scopes. The Scopes are User, Session, and Event. Scopes gather or “roll up” metric results differently based on different tracking methods. Scopes are tiered with the largest groupings at the top to the most granular at the bottom. There are similar dimensions that exist in each Scope. The Scopes are identified in the names of the dimensions using prefixes. "First user" is the prefix for the User Scope. "Session" is the prefix for the Session Scope. The Event Scope has no prefix. Selecting the correct Scope is important to display the right metric result for the data story you are trying to tell.

Users(blue bar): Unique individuals performing actions on your property

Sessions(yellow bar): Rollup of events for a single user without 30 minutes of inactivity

Events(green bar): Counting every single event in a Session

Conversions(red bar): These are just events. Any event can be marked as a conversion in GA4 and it will be processed faster and collect more information.

This is a basic representation of how the rollup of each Scope relates to the other

The following images are representations of reports that use the previous model to show how metric results can change based on the Scope of the report

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The NinjaCat team has discovered a fourth grouping of dimensions. Under the Event Scope, there are some dimensions that are filtered to only display Conversion events. To help with identifying the dimension scope the Scopes are labeled in the dimension list below including the conversion event filtered dimensions. For further discussion of dimension scopes here is a link to the Google documentation.

GA4 Dimensions

Scope	Dimensions	Description
Event	Achievement ID	The achievement ID in a game for an event. Populated by the event parameter 'achievement_id'.
Event	Ad format	Describes the way ads looked and where they were located. Typical formats include 'Interstitial', 'Banner', 'Rewarded', and 'Native advanced'.
Event	Ad source	The source network that served the ad. Typical sources include 'AdMob Network', 'Liftoff', 'Facebook Audience Network', and 'Mediated House ads'.
Event	Ad unit	The name you chose to describe this Ad unit. Ad units are containers you place in your apps to show ads to users.
Event	App version	The app's versionName (Android) or short bundle version (iOS).
Event	Audience ID	The numeric identifier 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.
Event	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.
Event	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'.
Event	Browser	The browsers used to view your website.
Event/Conversion Filtered	Campaign ID	The identifier of the marketing campaign. Present only for conversion events.
Event/Conversion Filtered	Campaign	The name of the marketing campaign. Present only for conversion events.
Event	Character	The player character in a game for an event. Populated by the event parameter 'character'.
Event	City	The city from which the user activity originated.
Event	City ID	The geographic ID of the city from which the user activity originated, derived from their IP address.
Event	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.
Event	Daily cohort	Day offset relative to the firstSessionDate for the users in the cohort. For example, if a cohort is selected with the start and end date of 2020-03-01, then for the date 2020-03-02, cohortNthDay will be 0001.
Event	Monthly cohort	Month offset relative to the firstSessionDate for the users in the cohort. Month boundaries align with calendar month boundaries. For example, if a cohort is selected with the start and end date in March 2020, then for any date in April 2020, cohortNthMonth will be 0001.
Event	Weekly cohort	Week offset relative to the firstSessionDate for the users in the cohort. Weeks start on Sunday and end on Saturday. For example, if a cohort is selected with the start and end date in the range 2020-11-08 to 2020-11-14, then for the dates in the range 2020-11-15 to 2020-11-21, cohortNthWeek will be 0001.
Event	Content group	A category that applies to items of published content. Populated by the event parameter 'content_group'.
Event	Content ID	The identifier of the selected content. Populated by the event parameter 'content_id'.
Event	Content type	The category of the selected content. Populated by the event parameter 'content_type'.
Event	Country	The country from which the user activity originated.
Event	Country ID	The geographic ID of the country from which the user activity originated, derived from their IP address. Formatted according to ISO 3166-1 alpha-2 standard.
Event	Date + hour (YYYYMMDDHH)	The combined values of date and hour formatted as YYYYMMDDHH.
Event	Date hour and minute	The combined values of date, hour, and minute formatted as YYYYMMDDHHMM.
Event	Date	The date of the event, formatted as YYYYMMDD.
Event	Day	The day of the month, a two-digit number from 01 to 31.
Event	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.
Event/Conversion Filtered	Default channel grouping	The conversion's default channel grouping 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'.
Event	Device category	The type of device: Desktop, Tablet, or Mobile.
Event	Device model	The mobile device model (example: iPhone 10,6).
Event	Event name	The name of the event.
Event	File extension	The extension of the downloaded file (for example, 'pdf' or 'txt'). Automatically populated if Enhanced Measurement is enabled. Populated by the event parameter 'file_extension'.
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'.
Event	First session date	The date the user's first session occurred, formatted as YYYYMMDD.
	First user campaign ID	Identifier of the marketing campaign that first acquired the user. Includes Google Ads Campaigns.
User	First user campaign	Name of the marketing campaign that first acquired the user. Includes Google Ads and Manual Campaigns.
User	First user default channel grouping	The default channel grouping that first acquired the user. Default channel grouping 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'.
User	First user Google Ads account name	The Account name from Google Ads that first acquired the user.
User	First user Google Ads ad group ID	The Ad Group Id in Google Ads that first acquired the user.
User	First user Google Ads ad group name	The Ad Group Name in Google Ads that first acquired the user.
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)'.
User	First user Google Ads ad Campaign ID	The ID of the Google Ads campaign that first acquired the user. Campaign IDs identify individual campaigns.
User	First user Google Ads ad Campaign Name	The Campaign name from Google Ads that first acquired the user.
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.
User	First user Google Ads creative ID	The ID of the Google Ads creative that first acquired the user. Creative IDs identify individual ads.
User	First user Google Ads customer ID	The Customer ID from Google Ads that first acquired the user. Customer IDs in Google Ads uniquely identify Google Ads accounts.
User	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.
User	First user Google Ads query	The search query that first acquired the user.
User	First user manual ad content	The ad content that first acquired the user. Populated by the utm_content parameter.
User	First user manual term	The term that first acquired the user. Populated by the utm_term parameter.
User	First user medium	The medium that first acquired the user to your website or app.
User	First user source	The source that first acquired the user to your website or app.
User	First user source / medium	The combined values of the dimensions 'firstUserSource' and 'firstUserMedium'.
User	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.
Event	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.
Event/Conversion Filtered	Google Ads account name	The Account name from Google Ads for the campaign that led to the conversion event. Corresponds to customer.descriptive_name in the Google Ads API.
Event/Conversion Filtered	Google Ads ad group ID	The ad group id attributed to the conversion event.
Event/Conversion Filtered	Google Ads ad group name	The ad group name attributed to the conversion event.
Event/Conversion Filtered	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)'.
Event/Conversion Filtered	Google Ads campaign ID	The ID of the Google Ads campaign attributed to the conversion event. Campaign IDs identify individual campaigns.
Event/Conversion Filtered	Google Ads campaign name	The Campaign name from Google Ads for the campaign that led to the conversion event.
Event/Conversion Filtered	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.
Event/Conversion Filtered	Google Ads creative ID	The ID of the Google Ads creative attributed to the conversion event. Creative IDs identify individual ads.
Event/Conversion Filtered	Google Ads customer ID	The Customer ID from Google Ads for the campaign that led to conversion event. Customer IDs in Google Ads uniquely identify Google Ads accounts.
Event/Conversion Filtered	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.
Event/Conversion Filtered	Google Ads query	The search query that led to the conversion event.
Event	Group ID	The player group ID in a game for an event. Populated by the event parameter 'group_id'.
Event	Hostname	Includes the subdomain and domain names of a URL; for example, the Host Name of www.example.com/contact.html is www.example.com.
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.
Event	Is conversion event	The string 'true' if the event is a conversion. 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.
Event	Item affiliation	The name or code of the affiliate (partner/vendor; if any) associated with an individual item. Populated by the 'affiliation' item parameter.
Event	Item brand	Brand name of the item.
Event	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.
Event	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.
Event	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.
Event	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.
Event	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.
Event	Item ID	The ID of the item.
Event	Item list ID	The ID of the item list.
Event	Item list name	The name of the item list.
Event	Item name	The name of the item.
Event	Item promotion creative name	The name of the item-promotion creative.
Event	Item promotion ID	The ID of the item promotion.
Event	Item promotion name	The name of the promotion for the item.
Event	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.
Event	Landing page	The page path + query string associated with the first pageview in a session.
Event	Language	The language setting of the user's browser or device. e.g. English
Event	Language code	The language setting (ISO 639) of the user's browser or device. e.g. 'en-us'
Event	Level	The player's level in a game. Populated by the event parameter 'level'.
Event	Link classes	The HTML class attribute for an outbound link. For example if a user clicks a link '', this dimension will return 'center'. Automatically populated if Enhanced Measurement is enabled. Populated by the event parameter 'link_classes'.
Event	Link domain	The destination domain of the outbound link. For example if a user clicks a link '', this dimension will return 'youtube.com'. Automatically populated if Enhanced Measurement is enabled. Populated by the event parameter 'link_domain'.
Event	Link ID	The HTML id attribute for an outbound link or file download. For example if a user clicks a link '', this dimension will return 'socialLinks'. Automatically populated if Enhanced Measurement is enabled. Populated by the event parameter 'link_id'.
Event	Link text	The link text of the file download. Automatically populated if Enhanced Measurement is enabled. Populated by the event parameter 'link_text'.
Event	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'.
Event	Manual ad content	The ad content attributed to the conversion event. Populated by the utm_content parameter.
Event	Manual term	The term attributed to the conversion event. Populated by the utm_term parameter.
Event/Conversion Filtered	Medium	The medium attributed to the conversion event.
Event	Method	The method by which an event was triggered. Populated by the event parameter 'method'.
Event	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.
Event	Device brand	Manufacturer or branded name (examples: Samsung, HTC, Verizon, T-Mobile).
Event	Device	The branded device name (examples: Galaxy S10 or P30 Pro).
Event	Mobile model	The mobile device model name (examples: iPhone X or SM-G950F).
Event	Month	The month of the event, a two digit integer from 01 to 12.
Event	New / returning	New users have 0 previous sessions, and returning users have 1 or more previous sessions. This dimension returns two values: 'new' or 'returning'.
Event	Nth day	The number of days since the start of the date range.
Event	Nth hour	The number of hours since the start of the date range. The starting hour is 0000.
Event	Nth minute	The number of minutes since the start of the date range. The starting minute is 0000.
Event	Nth month	The number of months since the start of a date range. The starting month is 0000.
Event	Nth week	A number representing the number of weeks since the start of a date range.
Event	Nth year	The number of years since the start of the date range. The starting year is 0000.
Event	Operating system	The operating systems used by visitors to your app or website. Includes desktop and mobile operating systems such as Windows and Android.
Event	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.
Event	Operating system with version	The operating system and version. For example, Android 10 or Windows 7.
Event	Order coupon	Code for the order-level coupon.
Event	Outbound	Returns 'true' if the link lead to a site is not a part of the property’s domain. Automatically populated if Enhanced Measurement is enabled. Populated by the event parameter 'outbound'.
Event	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'.
Event	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.
Event	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.
Event	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'.
Event	Page title	The web page titles used on your site.
Event	Percent scrolled	The percentage down the page that the user has scrolled (for example, '90'). Automatically populated if Enhanced Measurement is enabled. Populated by the event parameter 'percent_scrolled'.
Event	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.
Event	Platform / device category	The platform and type of device on which your website or mobile app ran. (example: Android / mobile)
Event	Region	The geographic region from which the user activity originated, derived from their IP address.
Event	Screen resolution	The screen resolution of the user's monitor. For example, 1920x1080.
Event	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	Session campaign ID	The marketing campaign id for a session. Includes Google Ads Campaigns.
Session	Session campaign	The marketing campaign name for a session. Includes Google Ads and Manual Campaigns.
Session	Session default channel grouping	The session's default channel grouping 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	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	Session Google Ads ad group ID	The Ad Group Id in Google Ads for a session.
Session	Session Google Ads ad group name	The Ad Group Name in Google Ads for a session.
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	Session Google Ads campaign ID	The ID of the Google Ads campaign that led to a session on your website or app. Campaign IDs identify individual campaigns.
Session	Session Google Ads campaign name	The Campaign name from Google Ads that led to the session.
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	Session Google Ads creative ID	The ID of the Google Ads creative that lead to a session on your website or app. Creative IDs identify individual ads.
Session	Session Google Ads customer ID	The Customer ID from Google Ads that led to the session. Customer IDs in Google Ads uniquely identify Google Ads accounts.
Session	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	Session Google Ads query	The search query that led to the session.
Session	Session manual ad content	The ad content that led to a session. Populated by the utm_content parameter.
Session	Session manual term	The term that led to a session. Populated by the utm_term parameter.
Session	Session medium	The medium that initiated a session on your website or app.
Session	Session SA360 ad group name	The Ad Group name from Search Ads 360 that led to this session.
Session	Session SA360 campaign ID	The Campaign ID from Search Ads 360 that led to this session.
Session	Session SA360 campaign	The Campaign name from Search Ads 360 that led to this session.
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	Session SA360 engine account ID	The ID of the engine account in SA360 that led to this session.
Session	Session SA360 engine account name	The name of the engine account in SA360 that led to this session.
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	Session SA360 keyword text	The search engine keyword from Search Ads 360 that led to this session.
Session	Session SA360 medium	The search engine keyword from Search Ads 360 that led to this session. For example, 'cpc'.
Session	Session SA360 query	The search query from Search Ads 360 that led to this session.
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	Session source	The source that initiated a session on your website or app.
Session	Session source / medium	The combined values of the dimensions 'sessionSource' and 'sessionMedium'.
Session	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.
Event	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.
Event	Signed in with user ID	The string 'yes' if the user signed in with the User-ID feature. To learn more about User-ID, see https://support.google.com/analytics/answer/9213390.
Event/Conversion Filtered	Source	The source attributed to the conversion event.
Event	Source / medium	The combined values of the dimensions 'source' and 'medium'.
Event/Conversion Filtered	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.
Event	Stream ID	The numeric data stream identifier for your app or website.
Event	Stream name	The data stream name for your app or website.
Event	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.
Event	Transaction ID	The ID of the ecommerce transaction.
Event	Page path and screen class	The page path (web) or screen class (app) on which the event was logged.
Event	Page path + query string and screen class	The page path and query string (web) or screen class (app) on which the event was logged.
Event	Page title and screen class	The page title (web) or screen class (app) on which the event was logged.
Event	Page title and screen name	The page title (web) or screen name (app) on which the event was logged.
Event	Age	User age brackets.
Event	Gender	User gender.
Event	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'.
Event	Video title	The title of the video. Automatically populated for embedded videos if Enhanced Measurement is enabled. Populated by the event parameter 'video_title'.
Event	Video URL	The url of the video. Automatically populated for embedded videos if Enhanced Measurement is enabled. Populated by the event parameter 'video_url'.
Event	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.
Event	Visible	Returns 'true' if the content is visible. Automatically populated for embedded videos if Enhanced Measurement is enabled. Populated by the event parameter 'visible'.
Event	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.
Event	Year	The four-digit year of the event e.g. 2020.

GA4 Metrics

The hyper linked Metric names lead to comparisons between Universal Analytics and GA4 equivalent metrics from the Google Documentation

Metrics	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.
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.
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).
Events per session	The average number of events per session (Event count divided by Sessions).
Event value	The sum of the event parameter named 'value'.
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 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 clicks	The number of times users clicked an item when it appeared in a list.
Item list views	The number of times the item list was viewed.
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 promotion clicks	The number of times an item promotion was clicked.
Item promotion views	The number of times an item promotion was viewed.
Item purchase quantity	The number of units for a single item included in purchase events.
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.
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. See https://support.google.com/analytics/answer/1308621?hl=en&ref_topic=1308589 for any Search Console metrics.
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.
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 who 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.
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).
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 number 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.

Updated 3 days ago