You are currently viewing Understanding Google Analytics 4 Report

Google Analytics 4 is a powerful tool that provides valuable insights for business owners looking to boost their online presence and increase their customer base. Here are some reasons why having a Google Analytics report is important:

1. Understanding Your Audience

Google Analytics gives you in-depth knowledge about your audience, including their geographical location, age, gender, interests, and the devices they use. Understanding who your customers are can help you tailor your content, products, or services to better meet their needs.

2. Tracking Traffic Sources

Google Analytics can help you identify where your traffic is coming from. This could be organic search, social media, direct visits, referrals, or paid ads. This information can help you understand which marketing strategies are working and where to invest more resources.

3. Understanding User Behavior

With Google Analytics, you can track how users interact with your website or app. You can see which pages or features they visit the most, how much time they spend on each page, and what path they follow. This can help you identify areas of your website or app that are working well and those that may need improvement.

4. Measuring Conversions

One of the most crucial aspects of Google Analytics is its ability to track conversions, which are defined as desired actions users take on your site, such as making a purchase, filling out a form, or signing up for a newsletter. By tracking conversions, you can understand which aspects of your site or app are driving these actions and optimize accordingly.

5. Performance Over Time

Google Analytics allows you to compare data over specific periods, helping you understand trends and patterns in your audience’s behavior. This can provide insights into seasonal variations, the impact of promotional campaigns, or changes in behavior over time.

6. Improving SEO

Google Analytics can help you understand which keywords are driving traffic to your website. This information can be invaluable when optimizing your site’s content for search engines.

7. Budget Optimization

By understanding which marketing channels are driving traffic and conversions, you can allocate your budget more effectively, investing in the channels that deliver the best return on investment.

 Here’s how you can interpret some key metrics and reports in Google Analytics 4:

1. Acquisition Report

In Google Analytics 4, the Acquisition reports have been redesigned to better fit the user-centric model of GA4, as opposed to the session-centric model of Universal Analytics. Here’s how to interpret some of the key metrics and sections in the Acquisition reports:

  1. Acquisition Overview: This provides a snapshot of how your user base is growing over time, including the number of new users, the total number of users, and sessions. The overview also includes the key traffic sources that bring users to your site or app.
  2. Traffic Acquisition: This report breaks down how your users found your site or app by traffic medium (e.g., organic, referral, none), source (e.g., google, direct, bing), and campaign (if applicable).
  3. User Acquisition: This report provides data on when users first started to interact with your site or app, and the source and medium through which they found your site.
  4. New Users by Source: This is a simple breakdown of the number of new users by the source from which they came. It’s useful for understanding which sources are driving new users to your site or app.

Here are some key metrics in the Acquisition reports and how to interpret them:


The total number of users who have visited your site or app during the specified period. This includes both new and returning users.

Engagement Report - Events

New Users

The number of first-time users during the specified period. This can help you understand how well your marketing efforts are working to attract new visitors.


The total number of sessions during the specified period. A session is a group of user interactions with your website that take place within a given time frame.

Number of sessions per user

This is the average number of sessions per user. This can help you understand how frequently users are coming back to your site or app.

Acquisition Report - Number of sessions per user

2. Engagement Report

The Engagement report in Google Analytics 4 (GA4) provides data on how users interact with your website or app once they land on it. This report includes metrics such as page views, events, and sessions.

Here’s how to interpret some of the key metrics and sections in the Engagement report:

1. Engagement Overview

This report provides a snapshot of user engagement, including the total number of engaged sessions, the number of engagements, and the engagement rate.

Engagement Overview

2. Events

This report shows the different events that users triggered on your site or app. Events could be anything from clicking a button to scrolling to a certain point on a page. 

Engagement Report - Events

3. Pages and Screens

This report shows which pages or screens users visited, and how often.

Pages and Screens

4. Conversions

This is the average number of sessions per user. This can help you understand how frequently users are coming back to your site or app.

Key metrics in the Engagement report include:

Engaged Sessions

The number of sessions that lasted 10 seconds or more, or had 2 or more screen or page views, or had 1 or more conversion events. This metric helps you understand the quality of user sessions.


The total count of engagement events. This could be page views, scrolls, clicks, video views, etc. This metric gives you a general idea of user activity on your site or app.

Engagement Rate

The ratio of engaged sessions to the total number of sessions. This metric gives you an idea of how engaging your site or app is overall.

Engagement Time

The total time users spent engaged with your site or app. This metric helps you understand how long users typically spend interacting with your content.


This metric represents the actions users take on your site or app. GA4 allows you to customize the events you track, so you can tailor this metric to your specific needs.

Key metrics - Events


Conversions represent important actions users take on your site or app, such as making a purchase or signing up for a newsletter. By tracking conversions, you can understand which aspects of your site or app are most valuable to users.

By interpreting these metrics, you can better understand how users interact with your site or app, identify potential areas of improvement, and make informed decisions to enhance user engagement.

3. Search Console

Queries: Organic google search query

In Google Search Console, “Queries” represent the search terms that users have typed into Google Search when your website appears in the search results. The organic queries report will show you a list of search terms (or keywords) that led users to your site.

Here are some key aspects to understand:

1. Total Clicks

This is the total number of times a user clicked on your website in the search results for a particular query.

2. Total Impressions

This is the number of times your website appeared in the search results for a particular query. It’s worth noting that this doesn’t mean the user has actually seen your website. If your website is low in the rankings (e.g., on page 2 or 3), it might still count as an impression even if the user did not scroll that far.

3. Average CTR (Click-Through Rate)

This is the percentage of impressions that resulted in a click for a particular query. A higher CTR can suggest that your website’s listing is appealing to users or that your website ranks well for this query.

4. Average Position

This is the average ranking position of your website in the search results for a particular query. A lower number is better because it means your website appears higher in the search results.

Using the Organic Queries report, you can:

Organic Queries report

Google organic search traffic: Landing page + query string

Google organic search traffic is traffic that comes to your website as a result of unpaid (“organic”) search results in Google. When a user types a query into Google Search, clicks on an unpaid result that leads to your website, they become part of your organic search traffic.

Now let’s break down the concepts of “landing page” and “query string”:

Landing Page: This is the first page that a user lands on when they visit your website. In the context of organic search traffic, this would be the page that the user lands on after clicking on a search result in Google. In Google Analytics, you can see a report of your landing pages and analyze how they perform in terms of user engagement and conversions.

Query String
: A query string is the part of a URL that contains specific data to be passed to web applications. In the context of organic search traffic, the query string could contain information about the specific search term or other parameters that the user used in Google Search. In Google Search Console, you can see a report of the search queries that led users to your site.
By analyzing both the landing page and query string data, you can get a better understanding of how users find your site and what they do once they get there. This information can be valuable for improving your SEO strategy, optimizing your landing pages, and increasing conversions. For example, if a specific search query is driving a lot of traffic to a specific landing page, you might want to optimize that page for that search query to increase its visibility in Google’s search results.
Google organic search

Hire SEO Agency

Working with a SEO agency to interpret your Google Analytics reports can provide a number of benefits:


Digital marketing agencies have the expertise to interpret the data in Google Analytics reports and turn them into actionable insights. They understand the nuances of the metrics and can identify patterns or trends that may not be immediately obvious.

Customized Reporting

An agency can customize your reports to focus on the key metrics that matter most to your business. They can also set up dashboards and automated reports to make it easier for you to monitor your performance.

Strategic Guidance

Beyond just interpreting the data, a digital marketing agency can provide strategic guidance on how to improve your online performance. For example, they might identify opportunities to optimize your website for search, improve the user experience, or boost your social media engagement.

Holistic View

Digital marketing agencies typically work across multiple channels and platforms, which gives them a holistic view of your digital marketing performance. They can help you understand how your different marketing efforts interact and complement each other.

Continuous Monitoring and Optimization

Digital marketing is a dynamic field that changes rapidly. An agency can help you stay up-to-date with the latest trends and changes, and continuously monitor and optimize your performance based on the latest data.

Remember, not all digital marketing agencies are created equal. Make sure to choose an agency that has the right skills, experience, and approach to meet your specific needs.

Contact Digital Marketing Concepts today at 📞 239-244-2009 or message us online to learn more about Google Analytics!