Custom metrics are a powerful feature in Google Analytics 4 (GA4) that allow users to measure and analyze data that is not captured by default metrics. They are user-defined metrics that can be tailored to measure unique characteristics of an event that are specific to your business needs. For instance, you might create a custom metric to track the total time spent on a specific task.
In the context of GA4, a custom metric is an event parameter. This parameter can be an automatically collected parameter or a custom parameter. However, it's important to note that sending personally identifiable information (like name, email address, house address, phone number, social security number, etc.) to your GA4 reporting view as a value of the custom metric is against the Google Analytics terms of service.
The use of custom metrics in GA4 offers several advantages:
Creating custom metrics in GA4 is a straightforward process. Here's a step-by-step guide on how to do it:
Step 1: Start by logging into your Google Analytics account. Click on 'Admin' at the bottom left corner of the page.
Step 2: Ensure you are in the correct account and property. In the 'Property' column, click on 'Custom definitions'.
Step 3: In the 'Custom metrics' tab, click on 'Create custom metrics'.
Remember, you must have the Editor or Administrator role to create custom metrics. Also, be mindful of the quotas for custom metrics. For standard GA4 properties, you can create up to 50 custom metrics.
When creating custom metrics, it's important to follow best practices to ensure you're getting the most out of your data analysis. Here are some key points to consider:
In GA4, you can edit and delete custom metrics. To edit or delete a custom metric, navigate to your GA4 property view, click on the 'Configure' link, then 'Custom Definitions', and select the relevant options for the custom metric you want to manage. Note that deleting (archiving) a custom metric is permanent and cannot be undone.
In conclusion, custom metrics in GA4 are a versatile tool that can greatly enhance your data analysis capabilities. By understanding and effectively using custom metrics, you can gain deeper insights into your users' behavior and optimize your marketing strategies accordingly. By following the best practices, you can ensure that your use of custom metrics in GA4 is efficient, effective, and aligned with your data analysis needs.
Finally, if you'd like to know more about custom dimensions, please check this full guide: Custom Dimensions in GA4