Users and Sessions data highlighted

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For example, let's say the same user visited your site three times during one month. That would count as one user and three sessions in your web analytics data.

Here we see the Google Analytics data for the Google Merchandise Store demo account, showing 66,342 unique users representing 94,465 total sessions.

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Trending your traffic over time can be a useful indicator of site health, brand health, and overall top-of-funnel performance.

Traffic sources.
Traffic source is a dimension you can use to dig deeper into your web traffic metrics, such as session count and user count.

Below, you'll see the same user and session data that we saw in the previous section. But now the data is broken down by the "Session Default Channel Group" dimension ("channel group" is a way to organize traffic sources in Google Analytics).

And you can see that 25 users came to the site in the specified time period through links from unpaid video sites like TikTok and YouTube.

GA4 traffic source table with "Organic Video" data highlighted
With the help of this traffic dimension, you can prioritize the top performers and identify new potential opportunities from the underperformers.

For example, Google Merchandise Store might bahrain phone number database have the opportunity to invest in its organic video channel. It only drives a small portion of total traffic, but the average engagement time per user is higher than anything else on screen.

Note

If you're comfortable using Looker Studio, you can build your own web analytics dashboard to combine your traffic data with data from other sources.

Views
With the help of web analytics, you can analyze visits to learn more about your most popular content.

Let’s consider the page-level details in Google Analytics, which can help guide content and design decisions.

For example, the page /Google+Redesign/Stationery generates a lot of interest (24,943 page views), but little engagement. The site’s merchandising team could compare that page to the page /Google+Redesign/Apparel/Mens (which has a much higher average engagement time) to see if there are any improvements to be made.

Page path and page class table in GA4
How to take advantage of web analytics
Analytics can help drive real business growth when used properly within an overall plan.