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Reporting coverage

GA4 metrics & breakdowns

Explore GA4 acquisition, engagement and revenue: compare session channels, find landing pages that need attention, and understand how visitors behave across devices.

Metrics

SessionsTotal usersEngaged sessionsEngagement rateConversionsTotal revenue
Browse all 75 metrics
  • Active users
  • 7-day active users
  • 28-day active users
  • New users
  • Total users
  • Sessions
  • Sessions per user
  • Engaged sessions
  • Engagement rate
  • Total user engagement duration (sec)
  • Views
  • Crash-affected users
  • Crash-free users rate
  • Views per session
  • Views per user
  • Scrolled users (90 percent of page)
  • Bounce rate
  • DAU / MAU
  • DAU / WAU
  • WAU / MAU
  • Average session duration
  • First-time purchaser conversion rate
  • Purchaser conversion rate
  • Session conversion rate
  • Transactions per purchaser
  • User conversion rate
  • Conversions
  • Event count
  • Event count per user
  • Events per session
  • Sum of event value
  • Purchase revenue
  • Purchase-to-view rate
  • Return on ad spend
  • Average purchase revenue
  • Transaction count
  • Average revenue per user
  • Average revenue per paying user
  • Total revenue
  • Ad unit exposure in milliseconds
  • Publisher ad clicks
  • Publisher ad impressions
  • Ads clicks
  • Ads impressions
  • Ads cost
  • Ads cost per click
  • Ads cost per conversion
  • Ecommerce Add-to-carts
  • Ecommerce Cart-to-view rate
  • Ecommerce Checkouts (begin_checkout event count)
  • First time purchasers
  • First time purchasers per new user
  • Gross item revenue
  • Gross purchase revenue
  • Click-through rate for product listings
  • Clicks on product listings
  • Total views on product listings
  • Click-through rate for product promotions
  • Clicks on product promotions
  • Total views on promotions
  • Discount amount on products
  • Refund amount on products
  • Revenue from products
  • Total views on individual products
  • Products added to cart
  • Products checked out
  • Products clicked in list
  • Products clicked in promotion
  • Products viewed
  • Products viewed in list
  • Products viewed in promotion
  • Refund amount
  • Transaction shipping amount
  • Transaction tax amount
  • Total purchasers

Breakdowns

Session source and mediumSession default channel groupFirst session landing pageDevice categoryCountryEvent name
Browse all 161 breakdowns
  • Hour
  • Minute
  • Platform
  • Stream ID
  • Stream name
  • App version
  • Host name
  • Test data filter name
  • Test data filter ID
  • First user medium
  • First user campaign ID
  • First user campaign name
  • First user default channel group
  • First user Google Ads account name
  • First user Google Ads ad group ID
  • First user Google Ads ad group name
  • First user Google Ads ad network type
  • First user Google Ads campaign ID
  • First user Google Ads campaign Name
  • First user Google Ads campaign type
  • First user Google Ads creative ID
  • First user Google Ads customer ID
  • First user Google Ads keyword text
  • First user Google Ads query
  • First user manual ad content
  • First user manual term
  • First user source
  • First user source and medium
  • First user source and platform
  • Session medium
  • Session campaign ID
  • Session campaign
  • Session default channel group
  • Session Google Ads account name
  • Session Google Ads ad group ID
  • Session Google Ads ad group name
  • Session Google Ads ad network type
  • Session Google Ads campaign ID
  • Session Google Ads campaign
  • Session Google Ads campaign type
  • Session Google Ads creative ID
  • Session Google Ads customer ID
  • Session Google Ads keyword text
  • Session Google Ads query
  • Session manual ad content
  • Session manual term
  • Session SA360 ad group name
  • Session SA360 campaign ID
  • Session SA360 campaign
  • Session SA360 creative format
  • Session SA360 engine account ID
  • Session SA360 engine account name
  • Session SA360 engine account type
  • Session SA360 keyword text
  • Session SA360 medium
  • Session SA360 query
  • Session SA360 source
  • Session source
  • Session source and medium
  • Session source and platform
  • Conversion-attributed campaign ID
  • Conversion-attributed campaign name
  • Conversion-attributed ad network type
  • Conversion-attributed Google Ads account name
  • Conversion-attributed Google Ads customer ID
  • Conversion-attributed Google Ads campaign ID
  • Conversion-attributed Google Ads campaign name
  • Conversion-attributed Google Ads campaign type
  • Conversion-attributed Google Ads ad group ID
  • Conversion-attributed Google Ads ad group name
  • Conversion-attributed Google Ads keyword text
  • Conversion-attributed Google Ads query
  • Conversion-attributed Google Ads creative ID
  • Conversion-attributed source
  • Conversion-attributed medium
  • Conversion-attributed source and medium
  • Conversion-attributed source and platform
  • Conversion-attributed default channel group
  • Conversion-attributed manual ad content
  • Conversion-attributed manual term
  • Device category
  • Platform and device category
  • Device model
  • Device branding
  • Device marketing name
  • Screen resolution
  • Browser
  • Operating system
  • Operating system version
  • Operating system and version
  • Language
  • Language code
  • Content group
  • Content ID
  • Content type
  • Page location
  • Page title
  • First session landing page
  • Percent scrolled
  • Is content visible
  • Search term
  • Video URL
  • Video title
  • Video provider
  • Event name
  • Is conversion event
  • Method
  • Page referrer
  • Country
  • Country ID
  • Region
  • City
  • City ID
  • Continent
  • Continent ID
  • New vs returning user
  • First session date of user
  • User gender
  • User age bracket
  • Is user signed in with user ID
  • User audience ID
  • User audience name
  • User's interest
  • Ad format
  • Ad source
  • Ad unit
  • Ecommerce product currency
  • Ecommerce product brand
  • Ecommerce product category
  • Ecommerce product category 2
  • Ecommerce product category 3
  • Ecommerce product category 4
  • Ecommerce product category 5
  • Ecommerce product ID
  • Ecommerce product list ID
  • Ecommerce product list name
  • Ecommerce product name
  • Ecommerce product promotion creative name
  • Ecommerce product promotion creative slot
  • Ecommerce product promotion ID
  • Ecommerce product promotion name
  • Ecommerce product affiliation
  • Ecommerce product variant
  • Ecommerce product order coupon
  • Ecommerce product transaction ID
  • Ecommerce product shipping tier
  • Ecommerce product list position
  • Ecommerce product location ID
  • Outbound link anchor text
  • Outbound link full url
  • Outbound link html id
  • Outbound link destination domain
  • Outbound link html classes
  • Is outbound link
  • Page path of downloaded file
  • Downloaded file extension
  • Game achievement ID
  • Game player character
  • Game player group ID
  • Game player level
  • Game virtual currency

Revenue and conversion results depend on your property's tracking setup. GA4 also restricts some metric–dimension combinations. The catalog uses Adzviser's field labels, which can differ from labels in the GA4 interface.

Google Analytics field reference

Also exploreGoogle Ads · Google Search Console

Setup

Connect Google Analytics MCP in three steps

1

Connect Google Analytics to Adzviser

Create a workspace. In Adzviser, sign in to Google Analytics and allow Adzviser to read its reporting data.

2

Connect Adzviser to your AI assistant

For Claude, choose Adzviser in the connector directory. For ChatGPT, add the Adzviser plugin. For another supported AI tool, use https://mcp.adzviser.com/http.

3

Ask your first question

Open Adzviser in your AI assistant and ask what you want to know about Google Analytics.

Quick connection check

List my connected GA4 properties and show the Adzviser workspace for each. After I choose one, return Sessions and Total users for the last 7 complete days. Confirm the property and date range used.

Try a deeper analysis
Landing Page Optimization

From the workspace I choose for the last 30 complete days, analyze Google Analytics 4 landing page performance. Show: Landing Page, Sessions, Bounce Rate, Engagement Rate, Average Engagement Time, Conversions, and Conversion Rate. Identify landing pages with: 1) High traffic (top 20% by sessions) but low engagement rate (below average). 2) High engagement but low conversion rate. For each flagged page, suggest specific improvements (speed, content, CTA placement).

Prompt ideas

Google Analytics prompts to try

Browse all Google Analytics prompts →
01Reporting

Weekly Traffic Overview

Get a concise weekly snapshot of sessions, users, and engagement metrics.

02Optimization

Landing Page Optimization

Identify landing pages with high traffic but poor engagement.

03Analysis

New vs Returning Users Comparison

Compare behavior patterns between new and returning visitors.

Choose the right setup

Two ways to use Google Analytics with AI

Both options are read-only. Google provides MCP server code that your technical team runs and maintains. Adzviser provides a ready-to-connect reporting option that can combine Google Analytics with your other marketing data.

Google: run the server yourself

Install and maintain Google's Analytics server

  • SetupSet up Python, a Google Cloud project, Analytics APIs and credentials, then run the server
  • PermissionsRead-only: retrieve core, funnel and realtime reports without changing Analytics settings
  • Reporting scopeGoogle Analytics only: analyze properties available to the credentials you configure

Best for: developers and technical analysts who want to own the server and its setup.

Read Google's setup guide →
Adzviser: no server to run

Connect Google Analytics without running a server

  • SetupSign in to Google Analytics through Adzviser; no Python, Google Cloud project or server maintenance
  • PermissionsRead-only: analyze acquisition, engagement, landing pages and conversions without changing Analytics
  • Reporting scopeCross-channel: compare Google Analytics with advertising, commerce, email and CRM results

Best for: marketing teams that want Google Analytics and cross-channel reporting without server setup.

Start with Adzviser →

Use Google Analytics with your AI tools

Choose a supported client or connect through Adzviser's hosted MCP endpoint.

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ChatGPT

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Claude

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Gemini CLI

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n8n

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Manus

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OpenClaw

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Perplexity

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Trusted by Agencies, Freelancers, and Founders

See how marketers are using Adzviser's Google Analytics MCP to analyze their Google Analytics data with AI.

Ryan Whiteside

Adzviser is the Supermetrics replacement we've been looking for. Adzviser delivers the same essential functionality at a much better price point, with far superior customer support. The added bonus of a ChatGPT connector allows for seamless data analysis in a way that enhances workflow efficiency.

Digital Marketing DirectorTwo Wheels Marketing
Jared Laidlaw

I appreciate Adzviser's per-client workspace setup, which simplifies organizing data sources compared to setting them up via channels. The customer support is excellent and responsive, addressing my issues swiftly. The pricing is competitive and scales nicely with business growth, which is crucial for me.

Managing DirectorOrchard Financial Marketing
Adam Orris

It is so simple to create your integration with all the supplied connectors. I also love the ability to send data to Gsheets and Looker for automation. The best part is being able to chat with your data inside of ChatGPT's. Adzviser really helps you along the way as well. The customer support is superb.

Director of Data and AnalyticsDisruptive Advertising
Saar Bell

Adzviser completely transformed the way I handle marketing data! Connecting all my sources to Google Sheets, Looker, and ChatGPT was unbelievably simple — no endless setup or technical headaches. Everything runs fast, accurate, and at a fraction of the cost compared to other tools I’ve tried. The customer support is extremely personal and responsive.

Company OwnerBellaPOINT

Powering data-driven decisions for 15K+ companies across 100 countries

Costco
WeWork
Baskin Robbins
Cole Haan
Optimum Nutrition
Chipotle
Booking.com
SurveyMonkey
Pinterest

Adzviser's Google Analytics MCP FAQs

No. Adzviser hosts and maintains the remote MCP server. You connect Google Analytics to an Adzviser workspace, then authorize Adzviser in a compatible AI client. View all MCP data sources →

Yes. You can connect supported AI clients to Adzviser's remote MCP server. Each client completes its own MCP connection flow, while your Google Analytics credential remains managed in Adzviser. View supported AI tools →

Adzviser offers a $0.99 14-day trial. All plans include unlimited account connections, unlimited MCP queries, and access to all AI destinations. View pricing details →

Yes! Adzviser offers a library of ready-to-use AI prompts specifically designed for Google Analytics. These prompts cover reporting, optimization, analysis, and auditing — customize them with your account name and date range, then paste into MCP. Browse Google Analytics AI prompts →

This connector reads Google Analytics 4 properties through the GA4 Data API. It is not a connector for archived Universal Analytics reports. Choose the GA4 property connected to your Adzviser workspace before requesting a report. Explore the GA4 connector →

Yes! Google Ads is available as a separate data source for paid search and display advertising data. Google Ads MCP →

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