# Google Analytics Google Analytics is a comprehensive web analytics service that provides insights into website traffic, user behavior, and conversions. It allows you to track how users find your website, what they do on your site, and whether they complete desired actions (like making a purchase or filling out a form). Understanding Google Analytics data is crucial for optimizing your website, improving user experience, and driving business results. {% hint style="warning" %} Please note that Uniquery only supports Google Analytics 4. Universal Analytics has been deprecated by Google and thus is not supported by us. {% endhint %} ### **How a Google Analytics Connection Works in Uniquery** Uniquery streamlines the process of accessing and analyzing your Google Analytics data directly within Google Sheets. Instead of manually exporting reports from the Google Analytics interface, Uniquery establishes a secure, direct connection to the Google Analytics Data API (for Google Analytics 4) using OAuth 2.0 authentication. This connection allows you to: * **Automate Data Retrieval:** Pull your Google Analytics data directly into your spreadsheets. * **Customize Reports:** Select specific metrics and dimensions to build reports tailored to your needs. * **Schedule Refreshes:** Keep your data up-to-date with automatic hourly, daily, or weekly refreshes. * **Combine Data Sources:** Integrate Google Analytics data with data from other marketing platforms (like LinkedIn Ads, Facebook Ads, etc.) for a holistic view of your marketing performance. All in one spread sheet. * Directly access the Google Analytics API and extract the response to Google Sheets. ### **Metrics** In Google Analytics, *metrics* are the quantitative measurements of user activity on your website. They provide the numerical data that shows how users are interacting with your site. | Tag | Name | Description | | ------------------------------------- | ---------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | `active1DayUsers` | 1-day active users | The number of distinct users who visited your site or app in the last day. | | `active28DayUsers` | 28-day active users | The number of distinct users who visited your site or app in the last 28 days. | | `active7DayUsers` | 7-day active users | The number of distinct users who visited your site or app in the last 7 days. | | `activeUsers` | Active users | The number of distinct users who have engaged with your site or app in the current reporting period (varies depending on the report context, can be 1-day, 7-day, or 28-day active users). | | `adUnitExposure` | Ad unit exposure | The length of time users were exposed to ad units on your site or app (usually measured in seconds). Relevant if you monetize with ads. | | `addToCarts` | Add to carts | The number of times users added items to their shopping carts on your website or app. | | `advertiserAdClicks` | Ads clicks | The number of clicks on ads displayed on your site or app (if you're using a platform like AdSense). | | `advertiserAdCost` | Ads cost | The total cost of ads displayed on your site or app (if applicable). | | `advertiserAdCostPerClick` | Ads cost per click | The average cost you paid for each click on ads displayed on your site or app. | | `advertiserAdCostPerConversion` | Cost per conversion | The cost of advertising, divided by the number of conversions | | `advertiserAdImpressions` | Ads impressions | The number of impressions of advertisement. | | `averagePurchaseRevenue` | Average purchase revenue | The average revenue generated per transaction (calculated as `purchaseRevenue` / `transactions`). | | `averagePurchaseRevenuePerPayingUser` | ARPPU | The average revenue generated per *paying* user (calculated as `purchaseRevenue` / `totalPurchasers`). | | `averagePurchaseRevenuePerUser` | Average purchase revenue per user | The average revenue generated per *all* users (including non-paying users) (calculated as `purchaseRevenue` / `totalUsers`). | | `averageRevenuePerUser` | ARPU | The average revenue generated per user, including both ecommerce and ad revenue (calculated as `totalRevenue` / `totalUsers`). A key overall performance indicator. | | `averageSessionDuration` | Average session duration | The average length of time users spent on your site or app per session (usually measured in seconds). | | `bounceRate` | Bounce rate | The percentage of sessions in which users viewed only one page and then left your site without further interaction. A lower bounce rate is generally better. | | `cartToViewRate` | Cart-to-view rate | The percentage of product views that resulted in the product being added to the cart (calculated as `addToCarts` / `itemViewEvents`). A measure of how likely users are to add items to cart. | | `checkouts` | Checkouts | The number of times users initiated the checkout process on your website or app. | | `cohortActiveUsers` | Cohort active users | The number of active users within a specific cohort (a group of users acquired during the same time period). Used for cohort analysis. | | `cohortTotalUsers` | Cohort total users | The total number of users in a specific cohort. | | `conversions` | Conversions | The number of times users completed a desired action on your site or app (e.g., making a purchase, submitting a form, signing up for a newsletter). | | `crashAffectedUsers` | Crash-affected users | (For apps) The number of users who experienced a crash in your app. | | `crashFreeUsersRate` | Crash-free users rate | (For apps) The percentage of users who did *not* experience a crash in your app. | | `dauPerMau` | DAU / MAU | The ratio of daily active users (DAU) to monthly active users (MAU). A measure of user "stickiness." A higher ratio indicates that users are returning to your site or app frequently. | | `dauPerWau` | DAU / WAU | The ratio of daily active users (DAU) to weekly active users (WAU). Another measure of user stickiness. | | `ecommercePurchases` | Ecommerce purchases | The number of completed ecommerce transactions on your website or app. | | `engagedSessions` | Engaged sessions | The number of sessions that lasted longer than a specified threshold (usually 10 seconds) or included a conversion event or multiple pageviews. A measure of user engagement. | | `engagementRate` | Engagement rate | The percentage of sessions that were engaged sessions (calculated as `engagedSessions` / `sessions`). A higher engagement rate indicates that users are finding your content valuable and interactive. | | `eventCount` | Event count | The total number of events triggered on your site or app. Events are custom actions you track (e.g., button clicks, video plays, downloads). | | `eventCountPerUser` | Event count per user | The average number of events triggered per user (calculated as `eventCount` / `totalUsers`). | | `eventValue` | Event value | The sum of the values associated with events. You can assign values to events to represent their importance or monetary worth. | | `eventsPerSession` | Events per session | The average number of events triggered per session (calculated as `eventCount` / `sessions`). | | `firstTimePurchaserConversionRate` | First-time purchaser conversion | The percentage of users who made their *first* purchase on your site or app. | | `firstTimePurchasers` | First time purchasers | The number of users who made their first purchase on your site or app. | | `firstTimePurchasersPerNewUser` | First-time purchasers per new user | The number of first-time purchasers divided by the number of new users. | | `grossItemRevenue` | Gross item revenue | The total revenue generated from the sale of individual items, *before* any discounts, shipping, or taxes are applied. | | `grossPurchaseRevenue` | Gross purchase revenue | The total revenue generated from all purchases, *before* any refunds, shipping, or taxes are applied. | | `itemDiscountAmount` | Item discount amount | The total amount of discounts applied to individual items. | | `itemListClickEvents` | Item-list click events | The number of times users clicked on items within a product list (e.g., a category page, search results page). | | `itemListClickThroughRate` | Item list click through rate | The percentage of item list views that resulted in a click on an item (calculated as `itemListClickEvents` / `itemListViewEvents`). | | `itemListViewEvents` | Item-list view events | The number of times users viewed a product list. | | `itemPromotionClickThroughRate` | Item promotion click through rate | The percentage of item promotion views that resulted in a click on the promotion. | | `itemRefundAmount` | Item refund amount | The total amount of refunds issued for individual items. | | `itemRevenue` | Item revenue | The total revenue generated from the sale of individual items, *after* any discounts are applied (but before shipping and taxes). | | `itemViewEvents` | Item view events | The number of times users viewed a product detail page. | | `itemsAddedToCart` | Items added to cart | The total number of items added to shopping carts. | | `itemsCheckedOut` | Items checked out | The total number of items included in completed checkout processes. | | `itemsClickedInList` | Items clicked in list | The number of times individual items were clicked on within a product list. | | `itemsClickedInPromotion` | Items clicked in promotion | The number of times individual items were clicked on within a promotion. | | `itemsPurchased` | Items purchased | The total number of items purchased. | | `itemsViewed` | Items viewed | The total number of individual items viewed (on product detail pages). | | `itemsViewedInList` | Items viewed in list | The number of times individual items were viewed within a product list. | | `itemsViewedInPromotion` | Items viewed in promotion | The number of times individual items were viewed within a promotion. | | `newUsers` | New users | The number of users who visited your site or app for the *first* time. | | `organicGoogleSearchAveragePosition` | Organic Google Search average position | The average position of your website in Google Search results for organic (non-paid) searches. Requires integration with Google Search Console. | | `organicGoogleSearchClickThroughRate` | Organic Google Search click through rate | The percentage of Google Search impressions that resulted in a click to your website (for organic searches). Requires integration with Google Search Console. | | `organicGoogleSearchClicks` | Organic Google Search clicks | The number of clicks your website received from organic Google Search results. Requires integration with Google Search Console. | | `organicGoogleSearchImpressions` | Organic Google Search impressions | The number of times your website appeared in Google Search results for organic searches. Requires integration with Google Search Console. | | `promotionClicks` | Promotion clicks | The number of times users clicked on internal promotions (e.g., banners on your homepage promoting a sale). | | `promotionViews` | Promotion views | The number of times users viewed internal promotions. | | `publisherAdClicks` | Publisher ad clicks | The number of clicks on ads served through your Google Ad Manager account (if you're a publisher using Ad Manager). | | `publisherAdImpressions` | Publisher ad impressions | The number of ad impressions served through your Google Ad Manager account. | | `purchaseRevenue` | Purchase revenue | The total revenue generated from purchases, *after* discounts, and including shipping and tax. This is the most accurate measure of revenue from ecommerce. | | `purchaseToViewRate` | Purchase-to-view rate | The percentage of product detail page views that resulted in a purchase (calculated as `ecommercePurchases` / `itemViewEvents`). A measure of how likely users are to purchase after viewing a product. | | `purchaserConversionRate` | Purchaser conversion | The percentage of users who made a purchase (calculated as `totalPurchasers` / `totalUsers`). | | `refundAmount` | Refund amount | The total amount of refunds issued. | | `returnOnAdSpend` | Return on ad spend | The revenue generated for every dollar spent on advertising (calculated as `totalAdRevenue` / `advertiserAdCost`). A key measure of advertising effectiveness. | | `screenPageViews` | Views | The total number of pageviews or screen views (for apps). A fundamental measure of website traffic. | | `screenPageViewsPerSession` | Views per session | The average number of screens viewed per session. | | `screenPageViewsPerUser` | Views per user | The average number of screens viewed per user. | | `scrolledUsers` | Scrolled users | The number of users who scrolled down at least 90% of a page. A measure of engagement, indicating that users are consuming your content. | | `sessionConversionRate` | Session conversion rate | The percentage of sessions that resulted in a conversion (calculated as `conversions` / `sessions`). | | `sessions` | Sessions | The number of visits to your site or app. A session is a group of interactions that take place within a given time frame (typically 30 minutes of inactivity ends a session). | | `sessionsPerUser` | Sessions per user | The average number of sessions per user (calculated as `sessions` / `totalUsers`). | | `shippingAmount` | Shipping amount | The total amount of shipping charges collected. | | `taxAmount` | Tax amount | The total amount of taxes collected. | | `totalAdRevenue` | Total ad revenue | The total revenue generated from advertising, including both revenue from ads displayed on your site and ads you run on other platforms (if integrated). | | `totalPurchasers` | Total purchasers | The number of users who have made at least one purchase. | | `totalRevenue` | Total revenue | The sum of all revenue, including ecommerce revenue, ad revenue, and any other revenue sources you track. The most comprehensive measure of overall revenue. | | `transactions` | Transactions | The number of completed ecommerce transactions. | | `transactionsPerPurchaser` | Transactions per purchaser | The average number of transactions per purchaser (calculated as `transactions` / `totalPurchasers`). | | `userConversionRate` | User conversion rate | The percentage of *users* who completed a conversion (calculated as number of users who converted / `totalUsers`). This differs from `sessionConversionRate`, which is based on sessions. | | `userEngagementDuration` | User engagement | The total time users spent actively engaged with your site or app (across all users). | | `wauPerMau` | WAU / MAU | The ratio of weekly active users (WAU) to monthly active users (MAU). Another measure of "stickiness." | ### **Dimensions** *Dimensions* in Google Analytics provide context to your metrics. They are attributes of your users and their activity that allow you to segment and analyze your data. Dimensions enable you to break down your metrics by various criteria. | Tag | Name | Description | | --------------------------------- | ------------------------------------------ | --------------------------------------------------------------------------------------------------------------------------------------------------------- | | `achievementId` | Achievement ID | The ID of a specific achievement or milestone in a game or app (if you're tracking game data). | | `adFormat` | Ad format | The format of the ads displayed on your site (e.g., "Banner," "Interstitial," "Native"). Relevant if you're monetizing with ads. | | `adSourceName` | Ad source | The source of your ad traffic (e.g., "Google Ads," "AdMob"). | | `adUnitName` | Ad unit | The name of the ad unit within your site or app. Allows you to analyze performance by specific ad placements. | | `appVersion` | App version | The version of your mobile app. Useful for tracking performance across different app versions. | | `audienceId` | Audience ID | The ID of a specific audience you've defined in Google Analytics. | | `audienceName` | Audience name | The name of a specific audience you've defined in Google Analytics. Allows you to analyze the behavior of different user segments. | | `audienceResourceName` | Audience resource name | The resource name of the audience. | | `brandingInterest` | Interests | The interests of your users, based on their browsing activity and other data. Provides insights into user demographics and affinities. | | `browser` | Browser | The web browser used by your visitors (e.g., Chrome, Firefox, Safari). | | `campaignId` | Campaign ID | The ID of a specific marketing campaign (usually from your ad platform, like Google Ads). | | `campaignName` | Campaign | The name of a specific marketing campaign. Allows you to analyze performance by campaign. | | `character` | Character | In game analytics, name of game character. | | `city` | City | The city from which your website traffic originates. | | `cityId` | City ID | The unique ID of the city. | | `cohort` | Cohort | Groups users based on the date they first visited your site. Useful for cohort analysis to see how user behavior changes over time. | | `cohortNthDay` | Daily cohort | The number of days since a user's first visit, used for cohort analysis. Shows how user behavior changes over days after their initial visit. | | `cohortNthMonth` | Monthly cohort | The number of months since a user's first visit, used for cohort analysis. Shows how user behavior changes over months after their initial visit. | | `cohortNthWeek` | Weekly cohort | The number of weeks since a user's first visit, used for cohort analysis. Shows how users behave over the weeks. | | `contentGroup` | Content group | A grouping of related content on your website (e.g., "Blog Posts," "Product Pages"). Allows you to analyze performance by content category. | | `contentId` | Content ID | The ID of a specific piece of content. | | `contentType` | Content type | The type of content (e.g., "article," "video," "product"). | | `continent` | Continent | The continent from which your website traffic originates. | | `continentId` | Continent ID | The unique ID of the continent. | | `country` | Country | The country from which your website traffic originates. | | `countryId` | Country ID | The unique ID of the country. | | `currencyCode` | Currency | The currency used for transactions on your website or app. | | `date` | Date | The date of the data (YYYYMMDD format). | | `dateHour` | Date + hour (YYYYMMDDHH) | The date and hour of the data (YYYYMMDDHH format). Provides more granular time-based analysis. | | `dateHourMinute` | Date hour and minute | The date, hour, and minute of the data (YYYYMMDDHHMM format). Provides the most granular time-based analysis. | | `day` | Day | The day of the month (1-31). | | `dayOfWeek` | Day of week | The day of the week (0-6, where 0 is Sunday). | | `dayOfWeekName` | Day of week name | The name of the day of the week (e.g., "Sunday," "Monday"). | | `defaultChannelGroup` | Default channel group | The default channel grouping in Google Analytics (e.g., "Organic Search," "Direct," "Referral," "Social"). Provides a high-level view of traffic sources. | | `deviceCategory` | Device category | The type of device used to access your site or app (e.g., "desktop," "mobile," "tablet"). | | `deviceModel` | Device model | The specific model of the device used (e.g., "iPhone 13," "Samsung Galaxy S22"). | | `eventName` | Event name | The name of a custom event you're tracking on your site or app. | | `fileExtension` | File extension | The extension of a downloaded file (e.g., ".pdf," ".docx"). Relevant if you track file downloads. | | `fileName` | File name | The name of a downloaded file. | | `firstSessionDate` | First session date | The date of a user's first session on your site or app. | | `firstUserCampaignId` | First user campaign ID | The ID of the campaign that first acquired the user. | | `firstUserCampaignName` | First user campaign | The name of the campaign that first acquired the user. | | `firstUserDefaultChannelGroup` | First user default channel group | The default channel grouping that first acquired the user. | | `firstUserGoogleAdsAccountName` | First user Google Ads account name | The Google Ads account name associated with the user's first acquisition (if applicable). | | `firstUserGoogleAdsAdGroupId` | \ First user Google Ads ad group ID | \ The Google Ads ad group ID associated with the user's first acquisition (if applicable). | | `firstUserGoogleAdsAdGroupName` | \ First user Google Ads ad group name | \ The Google Ads ad group name associated with the user's first acquisition (if applicable). | | `firstUserGoogleAdsAdNetworkType` | \ First user Google Ads ad network type | \ The Google Ads ad network type (e.g., Search, Display) associated with the user's first acquisition (if applicable). | | `firstUserGoogleAdsCampaignId` | \ First user Google Ads campaign ID | The Google Ads campaign ID associated with the user's first session. | | `firstUserGoogleAdsCampaignName` | First user Google Ads campaign | \ The Google Ads campaign name associated with the user's first acquisition (if applicable). | | `firstUserGoogleAdsCampaignType` | \ First user Google Ads campaign type | \ The Google Ads campaign type (e.g., Search, Display, Shopping) associated with the user's first acquisition (if applicable). | | `firstUserGoogleAdsCreativeId` | \ First user Google Ads creative ID | \ The Google Ads creative ID associated with the user's first acquisition (if applicable). | | `firstUserGoogleAdsCustomerId` | \ First user Google Ads customer ID | \ The Google Ads customer ID associated with the user's first acquisition (if applicable). | | `firstUserGoogleAdsKeyword` | \ First user Google Ads keyword text | \ The Google Ads keyword associated with the user's first acquisition (if applicable). | | `firstUserGoogleAdsQuery` | \ First user Google Ads query | The Google Ads search query associated with the user's first acquisition (if applicable). | | `firstUserManualAdContent` | First user manual ad content | The ad content (UTM parameter `utm_content`) associated with the user's first acquisition (for manually tagged campaigns). | | `firstUserManualTerm` | First user manual term | The keyword term (UTM parameter `utm_term`) associated with the user's first acquisition (for manually tagged campaigns). | | `firstUserMedium` | First user medium | The medium (UTM parameter `utm_medium`) that first acquired the user (e.g., "organic," "cpc," "referral"). | | `firstUserPrimaryChannelGroup` | First user primary channel group | The primary channel group (a broader categorization than the default channel group) that first acquired the user. | | `firstUserSource` | First user source | The source (UTM parameter `utm_source`) that first acquired the user (e.g., "google," "facebook," "newsletter"). | | `firstUserSourceMedium` | First user source / medium | The combination of source and medium that first acquired the user. | | `firstUserSourcePlatform` | First user source platform | The platform where the user first found your site (e.g. "Manual", "Google Ads"). | | `fullPageUrl` | Full page URL | The complete URL of the page visited, including the protocol (e.g., "https\://"). | | `googleAdsAccountName` | Google Ads account name | The name of your Google Ads account (if linked to Google Analytics). | | `googleAdsAdGroupId` | Google Ads ad group ID | The ID of the Google Ads ad group (if applicable). | | `googleAdsAdGroupName` | Google Ads ad group name | The name of the Google Ads ad group (if applicable). | | `googleAdsAdNetworkType` | Google Ads ad network type | The Google Ads network type (e.g., "Search," "Display") (if applicable). | | `googleAdsCampaignId` | Google Ads campaign ID | The ID of the Google Ads campaign (if applicable). | | `googleAdsCampaignName` | Google Ads campaign | The name of your Google Ads campaign (if linked). | | `googleAdsCampaignType` | Google Ads campaign type | The type of Google Ads campaign (e.g., "Search," "Display," "Shopping") (if applicable). | | `googleAdsCreativeId` | Google Ads creative ID | The ID of the Google Ads creative (if applicable). | | `googleAdsCustomerId` | Google Ads customer ID | The customer ID of your Google Ads account (if applicable). | | `googleAdsKeyword` | Google Ads keyword text | The keyword that triggered your Google Ads ad (if applicable). | | `googleAdsQuery` | Google Ads query | The search query that triggered your Google Ads ad (if applicable). | | `groupId` | Group ID | The ID of a user group (if you're using user groups). | | `hostName` | Hostname | The hostname of your website (e.g., "[www.example.com](https://www.google.com/url?sa=E\&source=gmail\&q=https://www.example.com)"). | | `hour` | Hour | The hour of the day (0-23). | | `isConversionEvent` | Is conversion event | Indicates whether an event is marked as a conversion (true/false). | | `isoWeek` | ISO week of the year | The ISO week number (1-53). | | `isoYear` | ISO year | The ISO year. | | `isoYearIsoWeek` | ISO week of ISO year | The combined ISO year and ISO week (YYYYWW format). | | `itemAffiliation` | Item affiliation | The affiliation or store associated with a product (e.g., "Online Store," "Local Store"). | | `itemBrand` | Item brand | The brand of a product (e.g., "Google," "Nike"). | | `itemCategory` | Item category | The primary category of a product (e.g., "Apparel," "Electronics"). | | `itemCategory2` | Item category 2 | A secondary category for a product. | | `itemCategory3` | Item category 3 | A tertiary category for a product. | | `itemCategory4` | Item category 4 | A fourth-level category for a product. | | `itemCategory5` | Item category 5 | A fifth-level category for a product. | | `itemId` | Item ID | The unique ID of a product. | | `itemListId` | Item list ID | The ID of a product list (e.g., "Related Products," "Search Results"). | | `itemListName` | Item list name | The name of a product list. | | `itemListPosition` | Item list position | The position of the item within list | | `itemLocationID` | Item location ID | For local inventory ads, the ID of the location. | | `itemName` | Item name | The name of a product. | | `itemPromotionCreativeName` | Item promotion creative name | The name of the creative used for an item promotion. | | `itemPromotionCreativeSlot` | Item promotion creative slot | The placement of the item promotion. | | `itemPromotionId` | Item promotion ID | The ID of an item promotion. | | `itemPromotionName` | Item promotion name | The name of an item promotion. | | `itemVariant` | Item variant | A variation of a product (e.g., "Size: Large," "Color: Blue"). | | `landingPage` | Landing page | The first page a user visited in a session. | | `landingPagePlusQueryString` | Landing page + query string | The landing page URL, including any query parameters. | | `language` | Language | The language setting of the user's browser. | | `languageCode` | Language code | The language code of the user's browser (e.g., "en-US," "fr-CA"). | | `level` | Level | In game analytics, level in game | | `linkClasses` | Link classes | The CSS classes of a clicked link. Requires enhanced link attribution to be enabled. | | `linkDomain` | Link domain | The domain of a clicked link. Requires enhanced link attribution. | | `linkId` | Link ID | The ID of a clicked link. Requires enhanced link attribution. | | `linkText` | Link text | The text of clicked link. | | `linkUrl` | Link URL | The URL of a clicked link. Requires enhanced link attribution. | | `manualAdContent` | Manual ad content | The ad content (UTM parameter `utm_content`) for manually tagged campaigns. | | `manualTerm` | Manual term | The keyword term (UTM parameter `utm_term`) for manually tagged campaigns. | | `medium` | Medium | The medium through which users arrived at your site (e.g., "organic," "cpc," "referral," "email"). | | `method` | Method | The method. | | `minute` | Minute | The minute of the hour (0-59). | | `mobileDeviceBranding` | Device brand | The brand of the mobile device (e.g., "Apple," "Samsung"). | | `mobileDeviceMarketingName` | Device | The marketing name of the mobile device (e.g., "iPhone | | | | | | ------------------------------- | ----------------------------------------- | -------------------------------------------------------------------------------------------------------------------------------------- | | `mobileDeviceModel` | Mobile model | The model of the mobile device (e.g., "iPhone 14 Pro," "Galaxy S23 Ultra"). | | `month` | Month | The month of the year (1-12). | | `newVsReturning` | New / returning | Whether the user is a new visitor ("New") or a returning visitor ("Returning"). | | `nthDay` | Nth day | The number of days since a specific event (used in custom reporting). | | `nthHour` | Nth hour | The number of hours since a specific event (used in custom reporting). | | `nthMinute` | Nth minute | The number of minutes since a specific event (used in custom reporting). | | `nthMonth` | Nth month | The number of months since a specific event (used in custom reporting). | | `nthWeek` | Nth week | The number of weeks since a specific event (used in custom reporting). | | `nthYear` | Nth year | The number of years since a specific event (used in custom reporting). | | `operatingSystem` | Operating system | The operating system of the user's device (e.g., "Windows," "macOS," "Android," "iOS"). | | `operatingSystemVersion` | OS version | The version of the operating system (e.g., "Windows 11," "iOS 16"). | | `operatingSystemWithVersion` | Operating system with version | The operating system and its version (e.g., "Windows 11," "iOS 16.2"). | | `orderCoupon` | Order coupon | The coupon code applied to an order (if applicable). | | `outbound` | Outbound | Whether a link click was outbound (leading to an external website) or internal (true/false). | | `pageLocation` | Page location | The full URL of the page, including the protocol and any query parameters. | | `pagePath` | Page path | The path of the page on your website (e.g., "/products/shoes," "/blog/article-1"). Excludes the domain. | | `pagePathPlusQueryString` | Page path + query string | The path of the page, including any query parameters. | | `pageReferrer` | Page referrer | The URL of the page that referred the user to the current page (the previous page in the user's journey). | | `pageTitle` | Page title | The title of the page, as defined in the `` tag of the HTML. | | `percentScrolled` | Percent scrolled | The percentage of a page that a user scrolled (e.g., "90"). Requires enhanced measurement to be enabled. | | `platform` | Platform | The platform used to access your site or app (e.g., "Web," "Android," "iOS"). | | `platformDeviceCategory` | Platform / device category | A combined dimension showing both the platform and device category (e.g., "Web / desktop," "Android / mobile"). | | `primaryChannelGroup` | Primary Channel Group | A higher-level grouping of traffic channels. | | `region` | Region | The region (e.g., state or province) from which your traffic originates. | | `screenResolution` | Screen resolution | The screen resolution of the user's device (e.g., "1920x1080"). | | `searchTerm` | Search term | The search term entered by a user on your site (if you have site search tracking enabled). | | `sessionCampaignId` | Session campaign ID | The ID of the campaign associated with the current session. | | `sessionCampaignName` | Session campaign | The name of the campaign associated with the current session. | | `sessionDefaultChannelGroup` | Session default channel group | The default channel grouping associated with the current session. | | `sessionGoogleAdsAccountName` | Session Google Ads account name | The Google Ads account name associated with the current session (if applicable). | | `sessionGoogleAdsAdGroupId` | Session Google Ads ad group ID | The Google Ads ad group ID associated with the current session (if applicable). | | `sessionGoogleAdsAdGroupName` | Session Google Ads ad group name | The Google Ads ad group name associated with the current session (if applicable). | | `sessionGoogleAdsAdNetworkType` | Session Google Ads ad network type | The Google Ads ad network type (e.g., Search, Display) associated with the current session (if applicable). | | `sessionGoogleAdsCampaignId` | Session Google Ads campaign ID | The Google Ads campaign ID associated with the current session. | | `sessionGoogleAdsCampaignName` | Session Google Ads campaign | The Google Ads Campaign associated with the current session | | `sessionGoogleAdsCampaignType` | Session Google Ads campaign type | The Google Ads campaign type associated with the current session | | `sessionGoogleAdsCreativeId` | Session Google Ads creative ID | The Google Ads Creative ID associated with the session. | | `sessionGoogleAdsCustomerId` | Session Google Ads customer ID | The Google Ads customer ID associated with the session. | | `sessionGoogleAdsKeyword` | Session Google Ads keyword text | The Google Ads keyword associated with the current session (if applicable). | | `sessionGoogleAdsQuery` | Session Google Ads query | The Google Ads search query associated with the current session (if applicable). | | `sessionManualAdContent` | Session manual ad content | The ad content (UTM parameter `utm_content`) for manually tagged campaigns, associated with the current session. | | `sessionManualTerm` | Session manual term | The keyword term (UTM parameter `utm_term`) for manually tagged campaigns, associated with the current session. | | `sessionMedium` | Session medium | The medium (UTM parameter `utm_medium`) associated with the current session (e.g., "organic," "cpc," "referral"). | | `sessionPrimaryChannelGroup` | Session primary channel group | The primary channel group associated with the session. | | `sessionSa360AdGroupName` | Session SA360 ad group name | The Search Ads 360 ad group name associated with the current session (if applicable). | | `sessionSa360CampaignId` | Session SA360 campaign ID | The Search Ads 360 campaign ID associated with the current session (if applicable). | | `sessionSa360CampaignName` | Session SA360 campaign | The Search Ads 360 campaign name associated with the current session (if applicable). | | `sessionSa360CreativeFormat` | Session SA360 creative format | The Search Ads 360 creative format associated with the current session (if applicable). | | `sessionSa360EngineAccountId` | Session SA360 engine account ID | The Search Ads 360 engine account ID associated with the current session (if applicable). | | `sessionSa360EngineAccountName` | Session SA360 engine account name | The Search Ads 360 engine account name associated with the current session (if applicable). | | `sessionSa360EngineAccountType` | Session SA360 engine account type | The Search Ads 360 engine account type associated with the current session (if applicable). | | `sessionSa360Keyword` | Session SA360 keyword text | The Search Ads 360 keyword associated with the current session (if applicable). | | `sessionSa360Medium` | Session SA360 medium | The Search Ads 360 medium associated with the current session (if applicable). | | `sessionSa360Query` | Session SA360 query | The Search Ads 360 search query associated with the current session (if applicable). | | `sessionSa360Source` | Session SA360 source | The Search Ads 360 source associated with the current session (if applicable). | | `sessionSource` | Session source | The source (UTM parameter `utm_source`) associated with the current session (e.g., "google," "facebook"). | | `sessionSourceMedium` | Session source / medium | The combination of source and medium associated with the current session. | | `sessionSourcePlatform` | Session source platform | The platform where the user found your site during current session (e.g. "Manual", "Google Ads"). | | `shippingTier` | Shipping tier | The shipping tier selected for a transaction (e.g., "Ground," "Express"). | | `signedInWithUserId` | Signed in with user ID | Indicates whether the user was signed in with a user ID (true/false). Requires user ID tracking to be enabled. | | `source` | Source | The source of your traffic (e.g., "google," "facebook," "direct"). | | `sourceMedium` | Source / medium | The combination of source and medium (e.g., "google / organic," "facebook / cpc"). | | `sourcePlatform` | Source platform | The platform from which your traffic originated (e.g., "Manual" for manually tagged campaigns, "Google Ads" for Google Ads campaigns). | | `streamId` | Stream ID | The unique ID of the data stream (for Google Analytics 4 properties). | | `streamName` | Stream name | The name of the data stream (for Google Analytics 4 properties). | | `testDataFilterId` | Test data filter ID | The ID of a test data filter (used for filtering data in your reports). | | `testDataFilterName` | Test data filter name | The name of a test data filter. | | `transactionId` | Transaction ID | The unique ID of an ecommerce transaction. | | `unifiedPagePathScreen` | Page path and screen class | A combined dimension showing the page path (for websites) or screen class (for apps). | | `unifiedPageScreen` | Page path + query string and screen class | A combined dimension showing the page path and query string (for websites) or screen class (for apps). | | `unifiedScreenClass` | Page title and screen class | A combined dimension showing the page title (for websites) or screen class (for apps). | | `unifiedScreenName` | Page title and screen name | A combined dimension showing the page title (for websites) or screen name (for apps). | | `userAgeBracket` | Age | The age bracket of the user (e.g., "18-24," "25-34"). | | `userGender` | Gender | The gender of the user (e.g., "male," "female"). | | `videoProvider` | Video provider | The provider of an embedded video (e.g., "YouTube," "Vimeo"). Requires enhanced measurement or custom event tracking. | | `videoTitle` | Video title | The title of an embedded video. Requires enhanced measurement or custom event tracking. | | `videoUrl` | Video URL | The URL of an embedded video. Requires enhanced measurement or custom event tracking. | | `virtualCurrencyName` | Virtual currency name | The name of a virtual currency used in a game or app (if applicable). | | `visible` | Visible | Whether a piece of content was visible on the screen (true/false). Often used with content impressions. | | `week` | Week | The week of the year (1-53). | | `year` | Year | The year of the data. | | `yearMonth` | Year month | The combined year and month (YYYYMM format). | | `yearWeek` | Year week | The combined year and week (YYYYWW format). |