The Two Types of Data: Dimensions and Metrics

  1. Dimensions: Characteristics of users, their sessions and actions.
  2. Metrics: Quantitative measurements of users, their sessions and actions.

All reports contain both types of data.

Dimensions and Metrics

The image above is an example of these two types of data. Device Category is the dimension being measured, highlighted in red is the list of values for this particular dimension which include: desktop, mobile, and tablet. The data on the right hand side of the highlighted area includes the metrics measuring the dimension of device categories. In this particular example, sessions, % of new sessions, and new users are being used to provide information about the values listed for device category.  Dimensions and metrics usually take the form of the image above with the dimension and list of values in the furthest left hand column with the metrics to the right.

Some common dimensions include:

  • Device category
  • Language
  • Geographic location
  • Session dimension
  • Interaction dimension

Some common metrics include:

  • Sessions
  • % New sessions
  • New users
  • Bounce rate
  • Pages/sessions
  • Average session duration
  • Goal conversion rate
  • Goal completion
  • Goal value

Practical Uses of Dimensions & Metrics in Google Analyitsc?

  • A valid dimension and a metric must be selected to view the data.
  • Location and language reports – can be useful to evaluate if you should consider explaining into a new market
  • Causes of unexpected spike in traffic can be reviewed by using dimensions.
  • Secondary Dimensions in Google Analytics are used in reporting to analyze data including: acquisition, advertising, bahsviour, traffic type etc.





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