A new and improved version of Google Analytics, GA4 (Google Analytics 4), has been released. This essay aims to help you, the Digital Marketer, understand the main features of Google Analytics 4 and how they differ from the previous version of Google Analytics that you are presumably already familiar with.

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Google Analytics 4

Google Analytics 4 (GA4) is the latest iteration of the popular analytics platform, and it comes equipped with a plethora of cutting-edge options for future-proofing your data. It's cross-platform (apps and sites), doesn't rely just on cookies, and employs an event-based data format to provide analytics that matter to the end user.

Users can now view predictions using Google's machine learning feature, tailor GA4 to their specific needs, and experience unified journeys across their website or app with GA4. What's more, it's designed to adapt to the rapidly evolving landscape of today's technologies.

Metrics that marketers should export from Google Analytics

There are 14 metrics that all marketers should incorporate and understand when reviewing Google Analytics data:


Number of users and sessions

Users represent the total number of unique people who visited the site during the specified period, while sessions measure the total number of times each person visited the site. If there are 100 users and 200 sessions, then it's safe to assume that each user viewed the site twice on average over that time frame.

These measurements provide for a fast, high-level assessment of marketing performance. By plotting the data over time, you can see how successful your campaigns bring people to your site and how often they return.

Average session duration

The average session duration measures how long visitors stay on your site during a single visit. This measure serves as a reasonable stand-in for actual user participation.

Average pages per session

The number of pages viewed is another metric of user involvement. How many pages, on average a visitor visits during a single session on your site? The session duration to page views ratio is an important metric to analyze, but it can be impacted by other factors, such as the form of user funnels or the volume of content (e.g., large text blocks).

The ratio of new to returning visitors

You can tell if your campaigns are successful at attracting new or returning users by looking at the proportion of each. An increase in LTV from recurring users and a rise in new users are both significant indicators of success.

Bounce Rate

A website's bounce rate is the percentage of visitors who only view a single page before departing. A high bounce rate could mean that your website is experiencing technical difficulties, that your content isn't meeting users' needs, that your page lacks relevant internal connections and CTAs, or that your marketing efforts aren't reaching the right people.

If your site has a high bounce rate, you can figure out why by analyzing visitor data differently.


Organic vs. paid sessions

The term "organic search traffic" refers to visitors who stumbled onto a website via methods other than paying to boost its position in the SERPs (SERP). Ad clicks on search engine results pages (SERPs) are an example of paid search traffic.

The success of your search engine optimization efforts is measured by Organic Search, whereas Paid Search measures the success of your advertising operations. Both are significant, but organic traffic is more crucial to your site's long-term viability.

Organic search engine result page traffic can be used for more than just contrasting paid and organic searches to analyze marketing campaigns; it can also be used to gauge how well your content performs compared to other organic material on a SERP, especially on Google.

Google Ads

By connecting your Google Ads and Google Analytics accounts, you will have access to comprehensive data on the performance of your Google Ads campaigns. By doing so, you may track user behavior on your site following exposure to your ads.

Search Console – Queries

In Search Console, you'll get in-depth data on how people use the internet to find things. You can examine the top-ranking searches that aren't generating many clicks and the landing sites that are getting a lot of traffic despite their low rankings.


Newsletter opens

Setting up Google Analytics with email monitoring enables you to examine the efficacy of email campaigns and divide traffic into different segments based on factors like browser and demographics. 

Average time on page

The amount of time a user spends on a page can be used to gauge the quality of the user experience and the efficacy of your marketing efforts in drawing in the desired demographic.

Customers that spend a lot of time on your site and don't immediately leave are engaged with the stuff you've provided. Page views and average session duration are both measures of user interest. You can examine this measure for specific pages to get more insight into the success or failure of certain types of content.

Top queries in Search

The search words users enter into your site's search box can be analyzed in Google Analytics. This can help you better understand your audience and improve your site's usability. This measure is located in the Actions subsection when you select Site Search. Once you begin transmitting site search data, you will be able to monitor your users' search queries, which will give you insight into the types of information they expect to find on your site and which terms lead to high engagement, as measured by things like time spent on the page after a search and bounce rates.

Top 10 landing pages

Using the Landing Pages statistic, you can see which pages are the most popular with visitors, which is useful for gauging the overall quality of the user experience, the value of the content, and the success of your marketing initiatives. It's classified as a landing page and can be accessed through the Behavior menu.

AdSense revenue

Connecting your AdSense account with Google Analytics allows you to monitor advertising analytics. After you link your accounts, you'll see your data in the Publisher account's Behavior tab. Metrics like impressions, clicks, and income are provided here so you may gauge the success of your monetization efforts and make informed decisions about page improvements.


Goal conversion rate

Website users have goals in mind whenever they engage with the site in a particular way. Common examples of objectives include a user making a purchase or signing up for a service. Still, a goal may also be described as a user seeing a particular number of pages or downloading an item of content. In conjunction with other user metrics, conversion tracking over time can reveal the degree to which marketing activities result in goal conversions.


Using this guide, you can collect your marketing and website data into a centralized location from which you can analyze the metrics that matter most to your company.

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