What is a Report in Google Analytics?

Have you ever wondered what a report is in Google Analytics? Reports are the building blocks of GA, but what are they made up of? In this article, we’ll answer that question.

Each report is made up of at least one Dimension coupled with multiple Metrics.

  • A Dimension is a qualitative measurement, or attribute of your data. Examples include: City, State, Country, Page, Page Title, Acquisition Channel, Referral page, etc.
  • A Metric is a quantitative measurement. Examples of metrics include: # pages viewed, average time on site, # of sessions, average session duration, Bounce rate, Conversion rate.

The Primary Dimension is typically in the left-hand column of any Google Analytics Report, with the Metrics data being all the columns to the right.

Here’s some of the data from the Geo Location Report in the Audience panel of GA:

Google Analytics - Dimensions and Metrics

You can add an optional secondary dimension to the required primary dimension for further granularity in many reports:

Google Analytics Reports - Set Secondary Dimension to Page Title

Below you can see the addition of the City Secondary Dimension to the Primary Dimension of Country.

As you can see, metrics are the specific numbers and data, while dimensions and secondary dimensions are the attributes of that data. Every report in Google Analytics is made up of both Dimensions and Metrics.

Now you know what a report is in Google Analytics! Ever wondered what Google Analytics is? See our article What is Google Analytics to find out more.