Google Analytics 4 (GA4) redefines how user interactions are tracked, presenting new definitions and metrics for sessions. This article explores the concept of sessions in GA4, focusing on three crucial metrics: Total Users, Active Users, and New Users. We’ll delve into their definitions, data population methods, and usage, and answer some frequently asked questions.
Definition of GA4 Sessions
A session in GA4 is defined as a period of time during which a user is actively engaged with your website or app. A session starts when a user either opens your app in the foreground or views a page on your site and no other session is currently active. Sessions are key to understanding user engagement levels and navigating user behaviors across platforms.
Session Initiation:
- A session begins with a
session_startevent, triggered when the user opens an app or loads a page, provided no other sessions are active. - Sessions in GA4 can last indefinitely but typically end after 30 minutes of inactivity.
Session Attribution:
- GA4 uses a non-direct last click attribution model for session attribution, where sessions are usually attributed to the last non-direct traffic source before the conversion.
Key Metrics Related to Sessions
- Total Users: The total number of unique users who have started at least one session during a specified date range.
- Active Users: Users who have engaged in sessions over specific periods, like 1-day, 7-day, 14-day, and 28-day.
- New Users: First-time users who initiate a session during a selected period.
Data Population
- Session IDs and Numbers: Each session is assigned a unique
session_id(a timestamp of the session start) and asession_number(indicating the count of sessions up to the current one for each user). These are automatically associated with each event in a session via Google’s tracking tags. - Event Association: Events within a session are tied to the session’s ID and number, ensuring that all activities are correctly attributed to the respective session.
Usage and Implementation
Understanding sessions in GA4 allows businesses to measure user engagement accurately. Here’s how these metrics can be applied:
- User Engagement Tracking: By monitoring session-related metrics, businesses can assess how engaging their site or app is. For example, a decrease in the number of sessions or active users might indicate a need for content refreshment or usability improvements.
- Marketing Campaign Analysis: Analyzing how sessions change in response to marketing campaigns can help businesses understand their impact. For instance, an increase in new users following a campaign suggests successful outreach.
- Behavioral Insights: Sessions data can be segmented by user demographics or acquisition channels, providing deeper insights into user behavior and preferences.
Frequently Asked Questions
Q: How is the duration of a session determined in GA4?
A: By default, a session times out after 30 minutes of inactivity. However, the session timeout settings can be adjusted in GA4 to better align with user engagement patterns specific to your site or app.
Q: How can I view session metrics in GA4?
A: Session metrics can be viewed in various reports like the Acquisition overview, User acquisition, and Engagement overview. They are also available in Explorations for more detailed analysis.
Q: How does GA4 handle sessions that span across days?
A: If a session crosses a day boundary (e.g., starts at 11:55 PM and ends after midnight), it is considered as a single session but is counted once for each day in terms of daily metrics.
Q: Are there differences in session counts between Universal Analytics and GA4?
A: Yes, session counts in GA4 might appear lower than those in Universal Analytics because GA4 does not start a new session with a change in campaign source during an ongoing session, unlike Universal Analytics.
By mastering session metrics and understanding their implications, organizations can leverage GA4 to gain a more nuanced understanding of user interactions and enhance their digital strategies. This knowledge is crucial for optimizing user experience and improving engagement across digital platforms.