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Top 5 GA4 metrics to get to know your client better

Within any process, it is of vital importance to have a line of axis of monitoring indicators which allows us to monitor and evaluate, if the actions that are being taken at a business level have an impact and result, which is why we present the five main metrics of digital marketing processes to track consumers and in this way, have a better understanding of them

We have no doubt in the importance that Google Analytics has in the development of the online strategies of any business.

The path is not that easy and at first, it can seem that the platform is a little overwhelming, but this is the only place where we can find the data and metrics across the board.

This very complete platform allows us to obtain a great quantity of information on aspects of our website. However, it’s true that not all of these are interesting or necessary for every website. Herein lies the complication of Google Analytics, in being able to find which metrics are important for your website and the most important thing: configuring them the right way. That’s to say, to find which KPIs need to be measured and configured correctly. Once you have these in place, the rest is ready, and only the graphic representation is missing for the interpretation of the data to be as relevant as possible.

So, which are the Top 5 GA4 metrics to get to know your client better?


  • Users

This is one of the metrics that can be seen on the main Google Analytics panel and refers to the number of people who have accessed our website. In this way, if a person visits our site on Monday and re-enters it on Thursday, they are counted as a user but in two sessions.

This is an essential metric to understand the traffic that we have on the website.


  • Bounce rate

This corresponds to the number of users who enter our website but leave within a few seconds. If we have a very high bounce rate, it could be that we aren’t focusing our website on the right audience or that a problem exists with the site, such as the loading time is too long.

  • User Location

You will have information to indicate the country and city from which the user is visiting. This gives you the power to decide on the segments that you want to cover.


  • Conversion


There are many people who only consider this metric interesting if you have e-commerce. However, every website has its own objectives, these objectives can be configured from your Analytics account.

Therefore, a website may have an objective which is “go to the shopping cart and make a purchase,” while other sites may have the target of “send a contact form” to obtain leads.

  • Mobile or device used


We are given information on the type of device utilized by the users to access our website. That’s to say, are they accessing it from their phone or from their PC?

This is an important metric although it often can be unnoticed, as it allows us to know the means that the clients used to get to our website. In this way, if the majority of our clients use the telephone, we can ensure that our website is optimized for this type of device and that we adapt to 100% of their navigation needs.

The 5 metrics mentioned above are the most important; however, it is important to consider the appropriate metrics for your digital media objectives.

This is why we have also mentioned some metrics to consider and apply if they are necessary to reach your objectives.


Session Duration

This tells us the average time which users spend on our website. The fact that we have lengthy session durations may be because the content that we create is entertaining and interesting.

Now that you know your client, it is necessary to apply appropriate conversion techniques.


For Google, a session is defined as a combination of interactions that take place on a website within 30 minutes. This is an interesting metric that offers us an estimation on the number of times that your visitors opened the website.

In this way, you can identify who visits and their behavior within your site with the purpose of understanding visitors and determining conversion strategies.