Metrics and dimensions in Google Analytics
Posted: Mon Apr 21, 2025 5:26 am
In this article, we'll uncover several such gems hidden beneath the surface of Google Analytics. These hidden metrics and dimensions offer previously unimagined insights that can make all the difference in your marketing campaigns or website optimizations.
These hidden metrics and dimensions aren't really visible in the pre-built Google Analytics reports. However, you can find them using the Google Analytics custom report. To get the most out of these hidden dimensions and metrics, be sure to watch this video by Carlo Siebert on creating custom reports and the different types of custom reports.
While Google Analytics offers the ability to create your own custom reports within the interface, I personally love the freedom and data exploration capabilities I get with Supermetrics' Google Sheets add-on. Especially when combined with finland phone number data Google Sheets' data exploration and scripting features, you can discover several hidden gems yourself.
1. Query Word Count (number of words in the search query)
This metric can help search marketers bucket clicks and other metrics based on words in user search queries. In the past, I've used this metric as a bucket and employed various strategies for long-tail keywords. This metric also helps you create histograms for click counts based on word counts in search terms and tag conversion metrics or behavioral metrics for querying word count buckets. However, keep in mind that this metric is only available if your Google Analytics and AdWords accounts are linked.
2. Query Match Type
This dimension is often confused with the Keyword Match type dimension. Although both the Keyword Match type and Query Match Type dimensions can have the same output values of “Exact match,” “Phrase Match,” and “Broad Match,” the two dimensions are very different, as the following screenshot shows. For example, if the search query “Blue Shoes” triggers the broad match keyword “Blue Shoes,” the keyword match is a close match, but the query match is an EXACT match for both the search query and the keyword. To use this dimension, your Google Analytics account and your AdWords account must be linked.
3. Revenue per Click
The revenue per click metric is a measure that, along with cost per click, can do wonders for both your campaigns and your business. This keyword/campaign-level metric helps you calculate the value of each keyword level not only at the revenue level, but also at the profit and margin level. This can be easily achieved with a calculated margin metric such as "RPC - CPC."
These hidden metrics and dimensions aren't really visible in the pre-built Google Analytics reports. However, you can find them using the Google Analytics custom report. To get the most out of these hidden dimensions and metrics, be sure to watch this video by Carlo Siebert on creating custom reports and the different types of custom reports.
While Google Analytics offers the ability to create your own custom reports within the interface, I personally love the freedom and data exploration capabilities I get with Supermetrics' Google Sheets add-on. Especially when combined with finland phone number data Google Sheets' data exploration and scripting features, you can discover several hidden gems yourself.
1. Query Word Count (number of words in the search query)
This metric can help search marketers bucket clicks and other metrics based on words in user search queries. In the past, I've used this metric as a bucket and employed various strategies for long-tail keywords. This metric also helps you create histograms for click counts based on word counts in search terms and tag conversion metrics or behavioral metrics for querying word count buckets. However, keep in mind that this metric is only available if your Google Analytics and AdWords accounts are linked.
2. Query Match Type
This dimension is often confused with the Keyword Match type dimension. Although both the Keyword Match type and Query Match Type dimensions can have the same output values of “Exact match,” “Phrase Match,” and “Broad Match,” the two dimensions are very different, as the following screenshot shows. For example, if the search query “Blue Shoes” triggers the broad match keyword “Blue Shoes,” the keyword match is a close match, but the query match is an EXACT match for both the search query and the keyword. To use this dimension, your Google Analytics account and your AdWords account must be linked.
3. Revenue per Click
The revenue per click metric is a measure that, along with cost per click, can do wonders for both your campaigns and your business. This keyword/campaign-level metric helps you calculate the value of each keyword level not only at the revenue level, but also at the profit and margin level. This can be easily achieved with a calculated margin metric such as "RPC - CPC."