Top 25 Google Analytics Metrics & Formulas
Table of Contents
1.) Avg. Session Duration =
Sessions Duration / Sessions
API Names :
- Avg. Session Duration -> ga:AvgSessionDuration
- Session Duration -> ga:sessionDuration
- Sessions -> ga:sessions
2.) Avg. Time On Page =
Time On Page / (Pageviews – Exits)
API Names :
- Avg. Time on Page -> ga:timeOnPage
- Pageviews -> ga:pageviews
- Exits -> ga:exits
3.) Bounce Rate(%) =
Bounces / Sessions
API Names :
- Bounce Rate -> ga:bounceRate
- Sessions -> ga:sessions
- Bounces -> ga:bounces
4.) % Exit =
Exit / Pageviews
API Names :
- %Exit -> ga:exitRate
- Exit -> ga:exits
- Pageviews -> ga:pageviews
5.) % New Sessions =
New Users / Sessions
API Names :
- % New Sessions -> ga:percentNewSessions
- New Users -> ga:newUsers
- Sessions -> ga:sessions
6.) Avg. Page Load Time (sec) =
(Page Load Time (ms) * 1000)/ Page Load Sample
API Names :
- Avg. Page Load Time -> ga:avgPageLoadTime
- Page Load Time (ms) -> ga:pageLoadTime
- Page Load Sample -> ga:pageLoadSample
7.) Avg. Page Download Time (sec) =
(Page Download Time (ms) * 1000) / Speed Metric Sample
API Names :
- Avg. Page Download Time -> ga:avgPageDownloadTime
- Page Download Time (ms) -> ga:pageDownloadTime
- Speed Metric Sample -> ga:speedMetricsSample
8.) Avg. User Timing (sec) =
(User Timing (ms) * 1000) / User Timing Sample
API Names :
- Avg. User Timing -> ga:avgUserTimingValue
- User Timing (ms) -> ga:userTimingValue
- User Timing Sample -> ga:userTimingSample
9.) Ecommerce Conversion Rate (%) =
Transactions / Sessions
API Names :
- Ecommerce Conversion Rate -> ga:transactionsPerSession.
- Transactions -> ga:transactions
- Sessions -> ga:sessions
10.) Goal XX Conversion Rate (%) =
Goal XX Completions / Sessions
API Names :
- Goal XX Conversion Rate -> ga:goalXXConversionRate
- Goal XX Completions -> ga:goalXXCompletions
- Sessions -> ga:sessions
11.) Goal XX Abandonment Rate (%) =
(Goal XX Starts – Goal XX Completions) / Goal XX Starts
API Names :
- Goal XX Abandonment Rate -> ga:goalXXAbandonRate
- Goal XX Completions -> ga:goalXXCompletions
- Goal XX Starts -> ga:goalXXStarts
12.) RPC =
(Revenue + Goal Value) / Clicks
API Names :
- RPC -> ga:RPC
- Revenue -> ga:transactionRevenue
- Goal Value -> ga:goalValueAll
- Clicks -> ga:adClicks
13.) ROAS =
(Revenue + Goal Value) / Cost
API Names :
- ROAS -> ga:ROAS
- Revenue -> ga:transactionRevenue
- Goal Value -> ga:goalValueAll
- Cost -> ga:adCost
14.) Cost per Goal Conversion =
Cost / Goal Completions
API Names :
- Cost per Goal Conversion -> ga:costPerGoalConversion
- Goal Completions -> ga:goalCompletionsAll
- Cost -> ga:adCost
15.) Cost per Transaction =
Cost / Transactions
API Names :
- Cost per Transaction-> ga:costPerTransaction
- Transactions -> ga:transactions
- Cost -> ga:adCost
16.) Avg. Search Depth =
Search Depth / Total Unique Searches
API Names :
- Avg. Search Depth -> ga:avgSearchDepth
- Search Depth -> ga:searchDepth
- Total Unique Searches -> ga:searchUniques
17.) Time After Search (ga:avgSearchDuration) =
Time After Search (ga:searchDuration) / Total Unique Searches
API Names :
- Total Unique Searches -> ga:searchUniques
18.) % Sessions with Search =
Sessions with Search / Sessions
API Names :
- % Sessions with Search -> ga:percentSessionsWithSearch
- Sessions with Search -> ga:searchSessions
- Sessions -> ga:sessions
19.) % Search Exits =
Search Exits / Total Unique Searches
API Names :
- % Search Exits -> ga:searchExitRate
- Search Exits -> ga:searchExits
- Total Unique Searches -> ga:searchUniques
20.) % Search Refinements =
Search Refinements / Result Pageviews
API Names :
- % Search Refinements -> ga:percentSearchRefinements
- Search Refinements -> ga:searchRefinements
- Result Pageviews -> ga:searchResultViews
21.) Site Search Goal XX Conversion Rate (%) =
Goal XX Completion / Total Unique Searches
API Names :
- Site Search Goal XX Conversion Rate -> ga:searchGoalXXConversionRate
- Goal XX Completions -> ga:goalXXCompletions
- Total Unique Searches -> ga:searchUniques
22.) Event / Session with Events =
Total Events / Sessions with Event
API Names :
- Event / Session with Events -> ga:eventsPerSessionWithEvent
- Total Events -> ga:totalEvents
- Sessions with Event -> ga:sessionsWithEvent
23.) Avg. Value =
Event Value / Total Events
API Names :
- Avg. Value -> ga:avgEventValue
- Event Value -> ga:eventValue
- Total Events -> ga:totalEvents
24.) User Retention =
Users / Total Users
API Names :
- User Retention -> ga:cohortRetentionRate
- Users -> ga:cohortActiveUsers
- Total Users -> ga:cohortTotalUsers
25.) Cohort Revenue per User =
Transactions / Total Users
API Names :
- Revenue per User -> ga:cohortRevenuePerUser
- Transactions -> ga:transactions
- Total Users -> ga:cohortTotalUsers
Conclusion
- I have mentioned some of the important metric formulas used in Google Analytics.
- Some of the metrics are not available in Google Analytics Default Reports. i.e in Audience, Acquisition, Behavior & Conversion Reports.
- You can use these metrics (used in formulas) by creating Custom Reports or via GA Reporting API.
- You can check the whole list of dimensions & metrics formulas here.
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