> For the complete documentation index, see [llms.txt](https://www.analytics-docs.laplacetec.com/guide/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://www.analytics-docs.laplacetec.com/guide/en/customdashboard/custom/about_values/ga4.md). # GA4 data {% hint style="info" %} GA4 API data collects and provides user behavior data such as website visits, traffic sources, and conversions. {% endhint %} {% hint style="info" %} For the GA4 API, you can select custom metrics managed in your GA4 account. However, if you add or edit a custom metric in your GA4 account, it becomes available after the next day's data sourcing is complete (around 9 AM). {% endhint %}

Measure	Description
Active users	The number of distinct users who visited your site or app.
1-day active users	The number of distinct active users on your site or app within a 1-day period. The 1-day period includes the last day in the report's date range. Note: this is the same as Active users.
28-day active users	The number of distinct active users on your site or app within a 28-day period. The 28-day period includes the last day in the report's date range.
7-day active users	The number of distinct active users on your site or app within a 7-day period. The 7-day period includes the last day in the report's date range.
Add to carts	The number of times users added items to their shopping carts.
Ad unit exposure	The time that an ad unit was exposed to a user, in milliseconds.
Ads clicks	The total number of times users clicked on an ad to reach the property. Includes clicks from linked integrations such as linked Search Ads 360 advertisers. Also includes clicks uploaded through data import.
Ads cost	The total amount you paid for your ads. Includes costs from linked integrations such as linked Google Ads accounts. Also includes costs uploaded through data import. For details, see Import cost data.
AD CPC	The average cost per ad click.
Cost per conversion	Cost per conversion is the ad cost divided by conversions.
Ads impressions	The total number of impressions. Includes impressions from linked integrations such as linked Display & Video 360 advertisers. Also includes impressions uploaded through data import.
Average purchase revenue	The average purchase revenue in the transaction group of events.
ARPPU	Average revenue per paying user (ARPPU) is the total purchase revenue per active user that logged a purchase event. The summary metric is for the time period selected.
Average purchase revenue per user	Average purchase revenue per active user is the total purchase revenue per active user that logged any event. The summary metric is for the time period selected.
ARPU	Average revenue per active user (ARPU). The summary metric is for the time period selected. ARPU uses total revenue and includes AdMob estimated earnings.
Average session duration	The average duration (in seconds) of users' sessions.
Bounce rate	The percentage of sessions that were not engaged ((sessions minus engaged sessions) divided by sessions). This metric is returned as a fraction; for example, 0.2761 means 27.61% of sessions were bounces.
Cart-to-view rate	The number of users who added a product to their cart divided by the number of users who viewed the same product. This metric is returned as a fraction; for example, 0.1132 means 11.32% of users who viewed a product added the same product to their cart.
Checkouts	The number of times users started the checkout process. This metric counts the occurrence of the 'begin_checkout' event.
Crash-affected users	The number of users that logged a crash in this row of the report. For example, if the report is a time series by date, this metric reports total users with at least one crash on that date. Crashes are events with the name 'app_exception'.
Crash-free users rate	The number of users without crash events (in this row of the report) divided by the total number of users. This metric is returned as a fraction; for example, 0.9243 means 92.43% of users were crash-free.
DAU / MAU	The rolling percentage of 30-day active users who are also 1-day active users. This metric is returned as a fraction; for example, 0.113 means 11.3% of 30-day active users were also 1-day active users.
DAU / WAU	The rolling percentage of 7-day active users who are also 1-day active users. This metric is returned as a fraction; for example, 0.082 means 8.2% of 7-day active users were also 1-day active users.
Ecommerce purchases	The number of times users completed a purchase. This metric counts 'purchase' events; it does not count 'in_app_purchase' and subscription events.
Engaged sessions	The number of sessions that lasted longer than 10 seconds, had a conversion event, or had 2 or more screen views.
Engagement rate	The percentage of engaged sessions (engaged sessions divided by sessions). This metric is returned as a fraction; for example, 0.7239 means 72.39% of sessions were engaged sessions.
Event count	The count of events.
Event count per user	The average number of events per user (event count divided by active users).
Events per session	The average number of events per session (event count divided by sessions).
Event value	The sum of the event parameter named 'value'.
First-time purchaser conversion	The percentage of active users who made their first purchase. This metric is returned as a fraction; for example, 0.092 means 9.2% of active users were first-time purchasers.
First-time purchasers	The number of distinct users who made their first purchase.
First-time purchasers per new user	The average number of first-time purchasers per new user.
Gross item revenue	The total revenue from items only. Gross item revenue is the product of price and quantity. Tax and shipping values are excluded from item revenue; they are specified at the event level, not the item level. Gross item revenue does not include refunds.
Gross purchase revenue	The sum of purchase revenue on your app or site. Gross purchase revenue sums the revenue for the 'purchase', 'ecommerce_purchase', 'in_app_purchase', 'app_store_subscription_convert', and 'app_store_subscription_renew' events. Purchase revenue is specified by the 'value' parameter in tagging.
Item discount amount	The monetary value of item discounts in ecommerce events. This metric is populated in tagging by the 'discount' item parameter.
Item list click events	The number of times users clicked an item when it appeared in a list. This metric counts the occurrence of the 'select_item' event.
Item list click-through rate	The number of users who selected a list divided by the number of users who viewed the same list. This metric is returned as a fraction; for example, 0.2145 means 21.45% of users who viewed a list also selected the same list.
Item list view events	The number of times the item list was viewed. This metric counts the occurrence of the 'view_item_list' event.
Item promotion click-through rate	The number of users who selected a promotion divided by the number of users who viewed the same promotion. This metric is returned as a fraction; for example, 0.1382 means 13.82% of users who viewed a promotion also selected the promotion.
Item refund amount	Item refund amount is the total refunded transaction revenue from items only. Item refund amount is the product of price and quantity for the 'refund' event.
Item revenue	The total purchase revenue minus refunded transaction revenue from items only. Item revenue is the product of price and quantity. Tax and shipping values are excluded from item revenue; they are specified at the event level, not the item level.
Items added to cart	The number of units added to cart for a single item. This metric counts the quantity of items in 'add_to_cart' events.
Items checked out	The number of units checked out for a single item. This metric counts the quantity of items in 'begin_checkout' events.
Items clicked in list	The number of units clicked in a list for a single item. This metric counts the quantity of items in 'select_item' events.
Items clicked in promotion	The number of units clicked in a promotion for a single item. This metric counts the quantity of items in 'select_promotion' events.
Items purchased	The number of units for a single item included in purchase events. This metric counts the quantity of items in purchase events.
Items viewed	The number of units viewed for a single item. This metric counts the quantity of items in 'view_item' events.
Items viewed in list	The number of units viewed in a list for a single item. This metric counts the quantity of items in 'view_item_list' events.
Items viewed in promotion	The number of units viewed in a promotion for a single item. This metric counts the quantity of items in 'view_promotion' events.
Item view events	The number of times the item details were viewed. The metric counts the occurrence of the 'view_item' event.
Conversions	The count of conversion events. Events are marked as conversions at collection time.
New users	The number of users who visited your app or website for the first time.
Organic Google Search average position	The average ranking of your website URLs for the queries reported from Search Console. For example, if your site's URL appears at position 3 for one query and position 7 for another query, the average position would be 5 ((3 + 7) / 2). This metric requires an active Search Console link.
Organic Google Search clicks	The number of organic Google Search clicks reported from Search Console. This metric requires an active Search Console link.
Organic Google Search click-through rate	The organic Google Search click-through rate reported from Search Console. Click-through rate is clicks per impression. This metric is returned as a fraction; for example, 0.0588 means about 5.88% of impressions resulted in a click. This metric requires an active Search Console link.
Organic Google Search impressions	The number of organic Google Search impressions reported from Search Console. This metric requires an active Search Console link.
Promotion clicks	The number of times an item promotion was clicked. This metric counts the occurrence of the 'select_promotion' event.
Promotion views	The number of times an item promotion was viewed. This metric counts the occurrence of the 'view_promotion' event.
Publisher ad clicks	The number of ad_click events.
Publisher ad impressions	The number of ad_impression events.
Purchase revenue	The sum of revenue from purchases minus refunded transaction revenue made in your app or site. Purchase revenue sums the revenue for the 'purchase', 'ecommerce_purchase', 'in_app_purchase', 'app_store_subscription_convert', and 'app_store_subscription_renew' events. Purchase revenue is specified by the 'value' parameter in tagging.
Purchaser conversion	The percentage of active users who made 1 or more purchase transactions. This metric is returned as a fraction; for example, 0.412 means 41.2% of users were purchasers.
Purchase-to-view rate	The number of users who purchased a product divided by the number of users who viewed the same product. This metric is returned as a fraction; for example, 0.128 means 12.8% of users who viewed a product purchased the same product.
Refund amount	The total refunded transaction revenue. Refund amount sums refunded revenue for the 'refund' and 'app_store_refund' events.
ROAS	Return on ad spend (ROAS) is total revenue divided by advertiser ad cost.
Views	The number of app screens or web pages your users viewed. Repeated views of a single page or screen are counted. (screen_view + page_view events)
Views per session	The number of app screens or web pages your users viewed per session. Repeated views of a single page or screen are counted. (screen_view + page_view events) ÷ sessions.
Views per user	The number of app screens or web pages your users viewed per active user. Repeated views of a single page or screen are counted. (screen_view + page_view events) / active users
Scrolled users	The number of distinct users who scrolled down at least 90% of the page.
Session conversion rate	The percentage of sessions in which any conversion event was triggered.
Sessions	The number of sessions that began on your site or app (event triggered: session_start).
Sessions per user	The average number of sessions per user (sessions divided by active users).
Shipping amount	Shipping amount associated with a transaction. Populated by the 'shipping' event parameter.
Tax amount	Tax amount associated with a transaction. Populated by the 'tax' event parameter.
Total ad revenue	The total advertising revenue from both AdMob and third-party sources.
Total purchasers	The number of users that logged purchase events for the time period selected.
Total revenue	The sum of revenue from purchases, subscriptions, and advertising (purchase revenue plus subscription revenue plus ad revenue) minus refunded transaction revenue.
Total users	The number of distinct users who have logged at least one event, regardless of whether the site or app was in use when that event was logged.
Transactions	The count of transaction events with purchase revenue. Transaction events are in_app_purchase, ecommerce_purchase, purchase, app_store_subscription_renew, app_store_subscription_convert, and refund.
Transactions per purchaser	The average number of transactions per purchaser.
User engagement	The total amount of time (in seconds) your website or app was in the foreground of users' devices.
User conversion rate	The percentage of users who triggered any conversion event.
WAU / MAU	The rolling percentage of 30-day active users who are also 7-day active users. This metric is returned as a fraction; for example, 0.234 means 23.4% of 30-day active users were also 7-day active users.