Top Google Analytics 4 Metrics to Look At

There is power in insight. Google Analytics 4 (GA4) is the latest free service from Google that provides statistics and information on website traffic, conversions, and other important data for your business.

This was considered a significant change when it was launched in 2020, especially since Universal Analytics had been the go-to tool since 2012.

In this article, we will go over the top Google Analytics 4 metrics to look at and their importance, so you can further optimize your business’ online success.


The “Users” metric on Google Analytics is a count of the number of unique visitors to your website over a given time period. This metric is important because it can give you an idea of how popular your website is and how many people are visiting it.

With GA4, you can now mark each unique customer who visits your website with an ID, which means that if they are on different devices, such as a mobile phone or a tablet, then their visit only counts as one unique visitor. This is important to more accurately view the user metric on your website.


Another key GA4 metric to look at is “Sessions,” which measures the visiting volume or how many times a user has interacted with your website in a given time period, including both page views and unique visitors.

It can be useful for understanding how popular your website is and how often users are returning. You can also use it to track the effectiveness of your marketing efforts, such as social media and guest posts, and see which campaigns are bringing in the most traffic.

Engagement Rate

A new metric created by GA4 is “Engagement Rate,” which as the name implies measures how engaged your website visitors are with your content through an average session time. Google Analytics measures the average amount of time a user spends on a website during a single visit.

Specifically, engagement rate is the ratio of engaged sessions to total sessions, expressed as a percentage. This metric allows you to monitor how long prospects stay on each landing page, so you can optimize it accordingly. For instance, optimizing your website to keep customers on it longer allows for advertising opportunities.


A straightforward GA4 metric is “Views,” which counts the number of times a particular page has been viewed. You can use this metric to determine which pages on your website are the most popular among your visitors by tracking their popularity.

This metric can be useful for content marketing SEO strategies, but it does not keep track of unique views. It can also assist you in identifying any pages that may be causing problems for your visitors, such as pages that are loading slowly or that are not displaying properly.

Event Count

The “Event Count” metric on GA4 is a way of tracking how many events have occurred on your website. This can be useful for tracking things like how many times a user has clicked a button, or how often a video has been played.

You can also track how many times a form has been submitted, or how many times a purchase has been made. Knowing the details of your customer experience with your website will allow you to better understand your customers.

This metric can be useful for understanding how engaged your users are with your website, and it can help you to determine where you need to make changes in order to keep them engaged.


With the GA4 “Conversions” metric, you can measure how many times a user completes a desired action, such as making a purchase or filling out a form. By tracking your customers’ behaviour on your website, you can identify the best ways to improve your ROI.

If you have an online store, for example, conversions can be helpful in determining how many customers actually placed items in their online cart and clicked “Buy.”

This metric can also be used to track the success of marketing campaigns and identify which channels are most effective at driving conversions. It can also be used to measure the overall effectiveness of a website or app.

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Founded in 2003, the Three Marketers is one of Calgary’s original digital marketing agencies, providing services across the country, in the US, and in Europe.

For our clients, we offer unmatched expertise in managing social media accounts and online marketing for apps and websites. Our expert multilingual team is dedicated to working with you to develop a strategy that meets your goals and budget.

Find out how our marketing services can help your business grow online by contacting us at 403-230-3993 or emailing us at

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