Understanding Google Analytics 4: 10 Key Metrics to Monitor in 2025

Posted on: May 28, 2025

If you've been in digital marketing for even a while, you understand how important measuring performance is. However, with Google Analytics 4 (GA4) now the standard, many marketers and business owners are still unsure what to focus on. GA4 has switched from the typical Universal Analytics configuration to an event-based paradigm, which means it is all about understanding interactions rather than sessions.

 So, how can you make the most of it?

 Let's look at 10 key GA4 metrics you should be tracking in 2025 to maintain your digital strategy strong, your insights sharp, and your campaigns data-driven.

1. Total Users

This one is simple yet efficient. You can find out how many unique individuals visited your website or app by looking at Total Users. It gives you a high-level overview of the reach that your platform is receiving. Your brand awareness is effective if this quantity is increasing consistently.

2. New Users

Those who are coming to your website for the very first time are new users. This metric gives you insight into how well your SEO, paid ads, outreach, and other discovery channels are drawing in fresh traffic. If you're running a campaign to reach out to new audiences, this is your go to number.

3. Engaged Sessions

This is where things get more informative. In GA4, an Engaged Session happens when a user views multiple pages, stays on your site for ten seconds or more, or initiates a conversion event. Simply said, it lets you know who is genuinely curious about what you have to say.

4. Average Engagement Time

Forget the old session duration. GA4 now tracks active engagement, which is how long users spend interacting with your content. This is an excellent method for figuring out what is capturing people's interest and what is not.

5. Event Count

GA4 tracks everything as an event. Every action, from pressing a button to viewing a video, counts toward the Event Count. Monitoring this data allows you to figure out which features and interactions are most important to your target audience.

6. Conversions

Conversions are your key performance indicator, regardless of whether they are via a form fill, product purchase, or sign-up. GA4 allows you to define and track custom conversion events. So, instead of depending solely on preset goals, you can tailor conversions to what success means for your business.

7. Sessions per User

This tells you how often your users return. A higher number here indicates that your product or content is valuable enough to warrant recurring visits, which is fantastic for long-term engagement and client loyalty.

8. Bounce Rate (yes, it’s back!)

While GA4 initially removed bounce rate, it has now been redefined and reintroduced. It is the percentage of sessions that were not engaged. GA4 counts it as a bounce if people visit your website but take no action. It is still a useful indicator of relevancy and UX.

9. Traffic Acquisition

This refers to where your users come from, organic search, social media, paid ads, direct visits, referrals, and so on. Understanding traffic sources allows you to invest in the right channels and tailor campaigns accordingly.

10. Session Conversion Rate

This indicator clearly shows how many of your sessions result in conversions. It provides a clear picture of how successfully your website is driving action, whether that action is in the form of downloads, sign-ups, or sales.

Bonus Tip: Keep Tracking Aligned with Goals

With so many metrics available in GA4, it's easy to get confused. The important thing is to match the ones you keep an eye on with your actual business goals. Do you want more leads? Pay attention to session conversion rates and form fills. Do you need brand growth? Keep an eye on engagement time and new users.

Final Thoughts

GA4 is more than simply a click-and-visit tracking tool; it also provides insight into how consumers interact with your brand. You may enhance user experience, make better decisions, and achieve better outcomes from all of your digital efforts by concentrating on the right metrics.

So, if you haven't already, dive into your GA4 dashboard and start monitoring these indicators on a regular basis. Because data-driven marketing will be necessary in 2025 and beyond.

FAQs: Google Analytics 4 Metrics

Q1. What is the main difference between GA4 and Universal Analytics?

GA4 uses an event-based tracking model instead of sessions and pageviews. This provides more flexibility and deeper insights into user behavior across websites and apps.

Q2. How often should I check my GA4 metrics?

Reviewing your main indicators on a weekly or biweekly basis will help you stay on top of trends and catch any issues with performance early.

Q3. Can I track conversions in GA4 like I did in Universal Analytics?

Yes! GA4 allows you to define custom conversion events that reflect the actions most important to your business such as sign-ups, purchases, or downloads.

Q4. Is bounce rate still available in GA4?

Yes, bounce rate was reintroduced in GA4, but it now represents the percentage of sessions that did not meet engagement criteria (under 10 seconds, no interaction, no conversion).

Q5. What’s the most important GA4 metric for small businesses?

It depends on your goals, but Engaged Sessions, Traffic Acquisition, and Conversions are typically crucial for small businesses looking to grow.