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GA4 Explained — What You're Actually Looking At

What GA4 is

Google Analytics 4 (GA4) is Google's current web analytics platform. It replaced Universal Analytics in 2023.

Key metrics in plain English

  • Users: The number of individual people who visited your site.
  • Sessions: The number of visits. One person visiting five times counts as five sessions.
  • Engaged sessions: Visits where someone spent at least 10 seconds, viewed more than one page, or triggered a conversion.
  • Engagement rate: The percentage of sessions that were engaged.
  • Conversions: Specific actions you've defined as valuable.
  • Traffic sources: Where visitors came from — Organic Search, Direct, Referral, Social, Paid Search.

What "Organic Search" means

In GA4, Organic Search means people who arrived via an unpaid Google search result. This is the channel that SEO directly influences. When your SEO is working, this number grows over time.