Google Adds 2 New Metrics to GA4 Reports

November 30, 2022

Google Analytics is adding two new metrics to GA4 properties - Views per session and Average session duration. These metrics provide more insight into how many pages visitors view and how long they stay on the website.

An announcement from Carly Boddy, Product Manager at Google Analytics, shows how to add these metrics when building custom reports.

If you track views per session and average session duration for Universal Analytics (UA) properties, there are a few key differences to know regarding GA4:

  • UA only tracks web pages, whereas GA4 can track app screens as well.
  • UA averages all sessions over a date range to calculate average session duration, whereas GA4 calculates the average for each day separately.

You may notice a difference in the session counts between Google Analytics 4 (GA4) properties and Universal Analytics (UA) properties. This variation is due to several factors, including geography, UTM tagging, filters, and estimation methods.

GA4 properties use a statistical estimate of the number of sessions on your website or app by estimating the number of unique session IDs, while UA properties don’t estimate the number of sessions. GA4 properties more efficiently count sessions with high accuracy and low error rate.

A new study from Content Marketing Institute (CMI) and MarketingProfs reveals that the majority of B2B marketers (70%) are creating more content than they did one year ago.

The study, which polled over 1,000 B2B marketers worldwide, also found that the average B2B marketing team spends 38% of its total budget on content creation and distribution.

When asked what factors would cause them to increase their content marketing budget in the next 12 months, respondents cited an increase in leads (48%), brand awareness (47%), and website traffic (41%).

Other notable findings from the study include:

  • The average B2B marketer produces 13 pieces of content per week, up from 9 last year.
  • Video is the fastest-growing type of content, with 83% of respondents saying they use it, up from 74% last year.
  • LinkedIn is the most effective platform for content distribution, followed by Twitter and Facebook.
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