Google Analytics Raw Data Guide

This guide shows you how to use the raw data coming from this specific data source APIs, so we can support you achieve your reporting needs. In this guide, some recommendations are provided as well as examples of use cases for the most commonly used fields. If you’d like to dig deeper into the raw data from each API, we recommend you to refer to our integrations documentation which provides links to each API documentation. For more guidance on how to build your reports and BI metrics, please inquire us about the Beginners Journey, Data Modelling Guide, Marketing Attribution and/or BI Metrics Guide.

Note: There may be several ways to achieve the use cases that has been indicated below, but these columns are the ones commonly used for most of the use cases we've encountered.

 

Most Used Tables

Table Name

Description

traffic_sources

offers an overview about which marketing channels and referrals are bringing traffic to your website

pages

offers an overview about the performance about of pages

revenue_sources

offers an overview about which marketing channels & campaigns are driving your conversions (last click attribution)

 

Most Used Fields

Column Name

Description

Use Cases

Table Name

ga_date

Dimension: The date of the session formatted as YYYYMMDD

You may use the date field for analyzing traffic overtime, grouping metrics by specific time periods, or joining on sales data, marketing data with GA metrics for a daily summary analysis.

All

ga_medium

Dimension: The type of referrals. For manual campaign tracking, it is the value of the utm_medium campaign tracking parameter. For AdWords auto tagging, it is cpc. If users came from a search engine detected by Google Analytics, it is organic. If the referrer is not a search engine, it is a referral. If users came directly to the property and document.referrer is empty, its value is (none).

You may use it for breaking down your metrics by the marketing channel medium

traffic_sources, revenue_sources

ga_source

Dimension: The source of referrals. For manual campaign tracking, it is the value of the utm_source campaign tracking parameter. For AdWords auto tagging, it is google. If you use neither, it is the domain of the source (e.g., document.referrer) referring to the users. It may also contain a port address. If users arrived without a referrer, its value is (direct).

You may use it for breaking down your metrics by the source of the traffic

traffic_sources, revenue_sources

ga_channelGrouping

Dimension: Channel Group associated with an end user's session for this View

You may use it for breaking down your metrics by the channel group

traffic_sources, revenue_sources

ga_hostname

Dimension: website hostname from which the tracking request was made.

You may use it for analyzing metrics, such as views or bounce rates, on a specific website

pages

ga_pagePath

Dimension: page on the website specified by path and/or query parameters. Use this with hostname to get the page's full URL.

You may use it for analyzing metrics, such as views or bounce rates, on several pages of a website

pages

ga_adcontent

Dimension: value of the utm referring to the ad from which the user came from

You may use it for breaking down your metrics by ad

revenue_sources

ga_newUsers

Metric: The number of sessions marked as a user's first sessions

You may use it to analyze how many new users a specific ad or marketing channel is bringing to your page, or how this metric behaves overtime

traffic_sources

ga_sessions

Metric: The total number of sessions.

You may use it to analyze the performance of a specific ad or marketing channel on generating sessions for your website/ store, or how this metric behaves overtime

traffic_sources, revenue_sources

ga_users

Metric: The total number of users for the requested time period.

You may use it to analyze the performance of a specific ad or marketing channel on generating unique users sessions for your website/ store, or how this metric behaves overtime

traffic_sources, revenue_sources

ga_pageViews

Metric: The total number of pageviews for the property.

You may use it to analyze the performance of a specific ad or marketing channel on generating unique users sessions for your website/ store, or how this metric behaves overtime

All

ga_entrances

Metric: The number of entrances to the property measured as the first pageview in a session, typically used with landingPagePath.

You may use it to analyze the performance of a specific landing page

pages

ga_exits

Metric: The number of exits from the property.

You may use it to analyze the performance of a specific landing page

pages

ga_transactions

Metric: The total number of transactions

You may use it to analyze how many transactions a specific marketing channel or ad has generated

revenue_sources

ga_transactionRevenue

Metric: The total sale revenue of the transaction.

You may use it to analyze how much in revenue a specific marketing channel or ad has generated

revenue_sources

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