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4 GA4 Metrics You Can Use To Understand Your Website Visitors

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Google Analytics 4, the latest version of Google Analytics, offers a wealth of data that helps you gain insights about your website visitors. However, the vast amount of data can be overwhelming for some, especially those who are new to Google Analytics 4 or Google Analytics overall, and haven’t had proper GA4 consulting or training from a GA4 consultant. To help you quickly adapt to GA4 to learn about your website visitors, we have picked out four metrics you can use easily.

1. Sessions

This fundamental metric is showing you the number of sessions that began on your webpage or application.

Although the session-scope concept of Universal Analytics is not available in GA4, sessions still represent one of the key metrics in the reports.

Moreover, the metric itself has been considerably improved in comparison with UA, as new sessions are not initiated in GA4 if the same user comes from a different traffic source or keeps browsing your webpage at midnight. Hence, GA4 should reflect a more precise count of your webpage visitors. The GA4 sessions metric is imperative for your thorough analysis, as it helps you determine how much traffic is generated and spot some trends in your users’ behavior. For example, if you’re a storage units Burnaby facility and you’ve been engaging in marketing to promote your facility, you can check out GA4 sessions to see if there’s an increase in sessions on your website to measure the effectiveness of your marketing efforts.

2. Conversions

The GA4 conversions metric shows you the number of times a user triggered an event valuable to your business on your webpage.

Conversion data is the essential part of reports on your business performance. 

By tracking the key actions of your users, you can identify the optimal ways to improve your return on investment. For example, if you’re a Google Ads agency Toronto or music school Richmond and you’ve engaging in a lead generation campaign, you can look at GA4 conversion data to see if your lead generation campaigns have been effective.

Not only does this metric show the level of your user engagement but it also points to your webpage user-friendliness, the effectiveness of your marketing campaigns, and established trends of your customers’ behavior.

3. Engagement Rate

This is a new GA4 metric that lets you identify how your customers are interacting with your content. A session is considered to be engaged if one of the following conditions is met:

  • It lasted longer than 10 seconds;
  • It resulted in 1 or more conversion events;
  • It resulted in 2 or more page/screen views.

There is no doubt, the new GA4 equivalent of the UA bounce rate is more efficient, as it gives us more information about true interaction with the webpage rather than users simply exiting your website.

The GA4 engagement rate is calculated in the following way: Engaged sessions divided by Sessions.

Engagement rate is a powerful metric giving you an understanding of your user experience and how it can be improved. 

In this way, you can identify if your content is meeting the expectations of your users.

4. Event Count

The GA4 event count denotes the number of times your users triggered a certain event.

Uncovering the details of your user journey will allow you to understand your customers on a more in-depth level.

About the author


Ray Wang

Ray Wang is the owner of RW Digital, a Vancouver digital marketing agency. Ray specializes in data analytics, digital advertising, SEO, WordPress website development for consumer brands and hospitality, real estate, self storage, and social-impact industries and startups.