While there are many hidden wonders of GA4, I\u2019ve discovered a few noteworthy ones.<\/p>\n
And since Google Analytics is all about numbers, here are three metrics marketers should know to drive impact when optimizing Google Ads campaigns.<\/p>\n
What Is A Metric<\/h2>\n
First and foremost, let\u2019s review what a metric is to be on the same page.<\/p>\n
The official Google definition of \u201cmetric<\/a>\u201d is:<\/p>\n \u201cA quantitative measurement, such as an average, ratio, percentage, and so on. It\u2019s always a number as opposed to text.\u201d<\/p>\n<\/blockquote>\n While that definition might seem pretty simple, the word \u201cmetrics\u201d is sometimes confused with \u201cdimensions.\u201d<\/p>\n A dimension is an element or descriptive element of the data, and the metric measures that data. For example, in Google Analytics 4, the name of an event that a user triggers is the dimension.<\/p>\n And the number of times the event was triggered is the metric.<\/p>\n With the definition of the word metric outlined, let\u2019s look at three interesting metrics and how they can optimize your Google Ads campaigns.<\/p>\n The Active Users metric<\/a> is described by Google as:<\/p>\n \u201cAny user who has an engaged session or when Analytics collects:<\/p>\n That begs the question: What is an \u201cengaged\u201d session?<\/p>\n An engaged session is \u201cthe number of sessions that lasted longer than 10 seconds, or had a conversion event, or had 2 or more screen or page views.\u201d<\/p>\n While all those specifics can get a little complicated, the main thing to remember is that an Active User is someone who seems somewhat interested in the content on your website.<\/p>\n The Active User metric is important for two reasons.<\/p>\n First, and most importantly, it is considered the \u201cprimary\u201d user metric in GA4. Whenever you see the metric \u201cUser\u201d in GA4 reports, it refers to the Active User definition.<\/p>\n In Universal Analytics (UA), whenever you observe the metric \u201cUsers,\u201d it refers to the \u201cTotal Users\u201d definition.<\/p>\n Second, this is a new metric in GA4 that did not exist in UA, which only has the Total Users and New Users metrics.<\/p>\n This new metric allows a quick, detailed look at the quality of users\u2019 visits and engagement level with your web content.<\/p>\n By creating audiences comprised of Active Users, remarketing will reach Active Users more likely to return to your site and convert in the future.<\/p>\n This is an easy way to lower your overall cost per conversion (CPC) in your Google Ads campaigns.<\/p>\n You can use custom audiences filled with Active Users in remarketing lists for search ads or target them with a display campaign.<\/p>\n\n
1. Active Users<\/h3>\n
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![\"GA4](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/11\/google-analytics-4-three-metrics-you-should-know-to-optimize-google-ads.png\")
Screenshot from GA4, October 2022<\/span><\/div>\n![\"GA](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/11\/google-analytics-4-three-metrics-you-should-know-to-optimize-google-ads-1.png\")
Screenshot from GA4, October 2022<\/span><\/div>\n
![\"GA4](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/11\/google-analytics-4-three-metrics-you-should-know-to-optimize-google-ads-2.png\")
![\"GA4](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/11\/google-analytics-4-three-metrics-you-should-know-to-optimize-google-ads-3.png\")
![\"GA](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/11\/google-analytics-4-three-metrics-you-should-know-to-optimize-google-ads.jpg\")