Google Analytics Metrics and Dimensions
Dimensions and metrics are the building blocks of your reports in Google Analytics, but so often I see confusion about the difference between dimensions and metrics. And even when you have a fair understanding of what dimensions and metrics are, you may not realize how many of them you actually have to choose from.
There are more than 230 (!) metrics and dimensions you can choose from when you’re creating a custom report or advanced segment. I’ve created a simple spreadsheet that should help expose the many options you have. You can download it now, but before I talk about that, let’s get everyone up to speed on the basics.
Dimensions describe the data. They are the labels in the rows of your reports. Think of a dimension as describing the “what,” as in “what keyword did they use” or “what city is the visitor from” or “what pages were viewed.”
Metrics measure the data. Metrics are elements about a dimension that can be measured. Think of a metric as answering “how many” or “how long,” as in “how many visits” or “how long a visitor was on the site.”
Now, back to those 230+ metrics and dimensions. The spreadsheet organizes them into two tabs – Dimensions and Metrics (big surprise!).
For each dimension/metric, it lists the name and definition. It also tells you what type of data is being measured or described (visitor, page tracking, AdWords, etc.). I’ve also included the API reference for each metric/dimension that is available via the Google Analytics Reporting API.
There’s also a column labeled Where You’ll Find Them, which tells you how they are (unfortunately) categorized within the custom report and custom segment creation interfaces. For example, if you’re looking for the User Defined Value dimension, it’s located under Content (instead of Visitors, where it belongs). Looking for the % Exit metric, check under Visitors (instead of Content). You get the idea.
Now it’s your turn
Still confused about dimensions and metrics? Wondering about some of those odd metrics, like TV Impressions are? Ask us below!
About Jim Gianoglio
Jim Gianoglio is our Manager of Insight: Social & Mobile. He works with implementation, analysis and training of Google Analytics, with a focus on defining and measuring the social and mobile spaces. Before succumbing to the siren song of analytics, he led the SEO campaigns of Fortune 500 companies in the insurance, retail and CPG industries. Things you didn’t know about Jim: he runs marathons, photographs weddings and has done voiceovers for TV commercials.
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Great reference resource! Rather than a question about specific metrics or dimensions…how about a request to: 1) convert this to a Google doc that is publicly available and accepts comments (for people to ask questions about specific metrics/dimensions, and so the doc can be updated as new ones roll out or as there are responses to questions), and 2) rather than color-coding the “where available,” make it a column (or two columns) to allow filtering? If you’re not interested, I may do that (linking back here and keeping Lunametrics crediting).
Tim – brilliant suggestions!
The spreadsheet is updated to include columns for “where available.”
And here is the living Google Doc version.
I made it editable (that seems to be the only way to allow people to add comments). So for anyone just exploring, please be careful not to accidentally delete or change things
Also, for anyone up to the challenge, there are a number of dimensions and metrics without an API reference. I’m pretty sure I got all of them that were available, but if you see one that I missed, please feel free to add.
As for the dimensions and metrics related to the social reports, don’t get me started! I would love for someone to double check my categorizations and API references on those. The naming conventions used are, well… confusing is a bit of an understatement.
Excellent helpful chart.
Definition, Dimensions describe the data and Metrics measure the data, worth tattoo on hand!!!!!!!!!
A tattoo based on my blog post!? I am truly honored
I’m currently studying for the Google Analytics Individual Qualification. What I find confusing about dimensions vs. metrics is that some dimensions, although they describe the data, are expressed as numbers, like “days since last visit.” It would be nice to have a little section that listed the dimensions that are expressed as numbers, and explained why they were dimensions instead of metrics.