Introduction to Google Analytics 4 (GA4) Reports
Last updated: July 7, 2023
This help page provides information on the types of reports and metrics that you can obtain using Google Analytics 4 (GA4) with FareHarbor. To learn more about GA4 reporting, you can also refer to this article on the Google Analytics 4 support website.
GA4 metrics definitions
Engagement rate = Measures the level of user interaction with your website or app, calculated by dividing the number of engaged sessions by the total number of sessions.
Avg engagement time = The average duration of time that the app was actively being used by the user, or the website was being viewed by the user in their browser.
Engaged Session = The number of sessions that lasted longer than 10 seconds, or had a conversion event, or had 2 or more screen or page views.
Engaged session per user = Measures the average number of sessions per user where the user actively interacted with your website or app (Engaged sessions/Users).
Total Purchasers = Number of users that logged purchase events for the time period selected.
Purchaser conversion = Measures the percentage of website visitors who made a purchase, relative to the total number of visitors. Specifically, it measures the ratio of “purchases” to “sessions”.
Ecommerce Revenue = Total revenue from purchase events, including tax and shipping
Total Ad Revenue = Sum of all advertising revenue, i.e., Ad Manager revenue + other ad revenue. This is not Google Ads revenue.
Life Cycle Reports
Reports Snapshots
The Reports Snapshot is an overview of the Life Cycle reports.
It quickly answers:
- Where do new users come from in terms of acquisition and demographics?
- What are your top-performing campaigns?
- Which pages and screens get the most views?
- What country do my users come from?
- My top events
Life Cycle Reports
Overview: The Life Cycle section of GA4 contains reports that help analyze data by stage within the overall purchase journey. You will find reports on acquisition, engagement, monetization and retention.
The Life Cycle reports are ideal for analyzing how users enter the conversion funnel and how they behave once they’re in the funnel.
Life Cycle Reports will quickly answer:
- How do users enter the website?
- How do users behave once they’re on the website?
- Any purchase being made?
- Do you users come back to your website?
Acquisition
The Acquisition report provides insights into how users are finding and arriving at your website or app. It helps you understand the effectiveness of your marketing campaigns, the channels driving traffic, and the user behavior.
It consists of three sections:
Overview: High-level view of how users are arriving on your websites.
User Acquisition: Detailed breakdown of the sources of traffic for NEW users, only New.
Traffic Acquisition: Detailed breakdown of the sources of traffic for all users new and returning.
Engagement
The Engagement report provides insights into how users are interacting with your website or app. It helps you understand the user behavior, such as how much time users spend on your site, how many pages they visit, and what actions they take.
It consists of three main sections:
- Overview: High-level view of user engagement.
- Pages and Screens: Detailed breakdown of user behavior on individual pages and screens.
- Landing Page: Detailed breakdown of user behavior on Landing page only.
Monetization
The Monetization report provides insights into the revenue and transactions generated by your website or app.
It consists of two main sections:
Overview: Summary of the revenue generated by the website including the total revenue, number of purchases, and average purchase value.
Ecommerce Purchases: Detailed breakdown of the revenue generated from sales of specific products.
Retention
The Retention report is designed to provide insights into how many users are returning to your website or app over time. This report helps understand user behavior and engagement with the content, and can be used to inform retention strategies and improve user experience.
It consists of only one section:
- Overview: Show the number of users who have returned to the website, by time intervals and user engagement.
User Reports
Demographics
The Demographics report is designed to provide insights into the demographic characteristics of the website or app users. This report helps you understand who the audience is, their interests, and their behavior.
It consists of two main sections:
Overview: Summary of the demographic characteristics of your website or app users, including age, gender, and interests.
Demographic details: Detailed breakdown of each dimension: Age, gender, interest, geo, language.
Tech
The Tech report is designed to provide insights into the technology used by the website or app users, including their devices, operating systems, and browsers. This report helps understand how the audience is accessing the content and whether there are any technical issues that may be affecting their experience.
It consists of two main sections:
Overview: High-level view of the technology used by the website or app users.
Tech details: Detailed information about the technology used by the website or app users. Device category, Browser version, Device model, Service provider, Network Domain.
Advertising workspace
Includes reports dedicated to your inbound marketing and advertising activities along with the other channel group.
It includes insights for your campaigns, along with any other paid and organic traffic sources.
The reports emphasize attribution, including the ability to compare attribution models and view touchpoints leading to conversions.
Explore workspace
The Explore section provides you with a range of interactive data exploration and visualization tools that help understand the performance of your website or app. You can visualize your data using highly customizable and flexible tables and graphs.
You can use the following visualizations:
- Free form
- Funnel exploration
- Path exploration
- Segment overlap
- User explorer
- Cohort exploration
- User lifetime
Internal-only content. Don't copy and paste to anyone.
The following videos provide instructions on how to manipulate reports in GA4.