GA4 dimensions

Dimensions in Google Analytics 4 (GA4) are details that describe and add context to the data gathered during a user’s visit to a website or app.

They include various types of information such as the page URL a user visits, their device type, where they came from (traffic source), and more. These dimensions help break down the data into smaller segments, making it easier to understand different trends and patterns in user behaviour and website performance. Essentially, dimensions sort the massive amount of data collected into neat categories that can provide specific insights about different user groups or marketing channels.

In GA4, dimensions are filled in two key ways: some are automatically filled by the analytics system itself (like what type of device a user is on), and others can be customized and added manually using tools like Google Tag Manager (GTM).

For example, while GA4 might automatically notice and record the URL of a page a user visits, you might use GTM to track a custom dimension like ‘User Membership Level’ to see if members interact differently than non-members.

These dimensions are used together with metrics, which are the numbers that measure user activities (like how many times a button was clicked or how long someone stayed on a page).

By combining dimensions and metrics, analysts can create detailed reports that offer a clearer view of how specific aspects of the site are performing and who is using the site, enabling better decision-making based on solid data analysis. This approach is key to getting the most out of GA4’s capabilities and improving online marketing efforts.