25 Google Analytics Formulas You Should Know

Understanding Google Analytics metrics is one of the most important steps before taking any data based decisions.

You should know how the metrics are calculated by google analytics before displaying it in interface.

We’ll look at formulas of some of the important ratio metrics.

You can also use the individual metrics in custom reports or in APIs.

Lets look at Top 25 Google Analytics Metrics Formulas.

1.) Avg. Session Duration =

 

Sessions Duration / Sessions

 

API Names : 

  • Avg. Session Duration -> ga:AvgSessionDuration
  • Session Duration -> ga:sessionDuration
  • Sessions -> ga:sessions

2.) Avg. Time On Page =

 

Time On Page / (Pageviews – Exits)

 

API Names : 

  • Avg. Time on Page -> ga:timeOnPage
  • Pageviews -> ga:pageviews
  • Exits -> ga:exits

3.) Bounce Rate(%) =

 

Bounces / Sessions

 

API Names : 

  • Bounce Rate -> ga:bounceRate
  • Sessions -> ga:sessions
  • Bounces -> ga:bounces

4.) % Exit =

 

Exit / Pageviews

 

API Names : 

  • %Exit -> ga:exitRate
  • Exit -> ga:exits
  • Pageviews -> ga:pageviews

5.) % New Sessions =

 

New Users / Sessions

 

API Names : 

  • % New Sessions -> ga:percentNewSessions
  • New Users -> ga:newUsers
  • Sessions -> ga:sessions

6.) Avg. Page Load Time (sec) =

 

(Page Load Time (ms) * 1000)/ Page Load Sample

 

API Names : 

  • Avg. Page Load Time -> ga:avgPageLoadTime
  • Page Load Time (ms) -> ga:pageLoadTime 
  • Page Load Sample -> ga:pageLoadSample

7.) Avg. Page Download Time (sec) =

 

(Page Download Time (ms) * 1000) / Speed Metric Sample

 

API Names : 

  • Avg. Page Download Time -> ga:avgPageDownloadTime
  • Page Download Time (ms) -> ga:pageDownloadTime
  • Speed Metric Sample -> ga:speedMetricsSample

8.) Avg. User Timing (sec) =

 

(User Timing (ms) * 1000) / User Timing Sample

 

API Names : 

  • Avg. User Timing -> ga:avgUserTimingValue
  • User Timing (ms) -> ga:userTimingValue
  • User Timing Sample -> ga:userTimingSample 

9.) Ecommerce Conversion Rate (%) =

 

Transactions / Sessions

 

API Names : 

  • Ecommerce Conversion Rate -> ga:transactionsPerSession.
  • Transactions  -> ga:transactions
  • Sessions -> ga:sessions

10.) Goal XX Conversion Rate (%) =

 

Goal XX Completions / Sessions

 

API Names : 

  • Goal XX Conversion Rate -> ga:goalXXConversionRate
  • Goal XX Completions -> ga:goalXXCompletions
  • Sessions -> ga:sessions

11.) Goal XX Abandonment Rate (%) =

 

(Goal XX Starts – Goal XX Completions) / Goal XX Starts

 

API Names : 

  • Goal XX Abandonment Rate -> ga:goalXXAbandonRate
  • Goal XX Completions -> ga:goalXXCompletions
  • Goal XX Starts -> ga:goalXXStarts

12.) RPC =

 

(Revenue + Goal Value) / Clicks

 

API Names : 

  • RPC -> ga:RPC
  • Revenue -> ga:transactionRevenue
  • Goal Value -> ga:goalValueAll
  • Clicks -> ga:adClicks

13.) ROAS =

 

(Revenue + Goal Value) / Cost

 

API Names : 

  • ROAS -> ga:ROAS
  • Revenue -> ga:transactionRevenue
  • Goal Value -> ga:goalValueAll
  • Cost -> ga:adCost

14.) Cost per Goal Conversion =

 

Cost / Goal Completions

 

API Names : 

  • Cost per Goal Conversion -> ga:costPerGoalConversion
  • Goal Completions -> ga:goalCompletionsAll
  • Cost -> ga:adCost

15.) Cost per Transaction =

 

Cost / Transactions

 

API Names : 

  • Cost per Transaction-> ga:costPerTransaction
  • Transactions -> ga:transactions
  • Cost -> ga:adCost

16.) Avg. Search Depth =

 

Search Depth / Total Unique Searches

 

API Names : 

  • Avg. Search Depth -> ga:avgSearchDepth
  • Search Depth -> ga:searchDepth 
  • Total Unique Searches -> ga:searchUniques

17.) Time After Search (ga:avgSearchDuration) =

 

Time After Search (ga:searchDuration) / Total Unique Searches

 

API Names : 

  • Total Unique Searches -> ga:searchUniques

18.) % Sessions with Search =

 

Sessions with Search / Sessions

 

API Names : 

  • % Sessions with Search -> ga:percentSessionsWithSearch
  • Sessions with Search -> ga:searchSessions 
  • Sessions -> ga:sessions

19.) % Search Exits =

 

Search Exits / Total Unique Searches

 

API Names : 

  • % Search Exits -> ga:searchExitRate
  • Search Exits -> ga:searchExits
  • Total Unique Searches -> ga:searchUniques

20.) % Search Refinements =

 

Search Refinements / Result Pageviews

 

API Names : 

  • % Search Refinements -> ga:percentSearchRefinements
  • Search Refinements -> ga:searchRefinements
  • Result Pageviews -> ga:searchResultViews

21.) Site Search Goal XX Conversion Rate (%) =

 

Goal XX Completion / Total Unique Searches

 

API Names : 

  • Site Search Goal XX Conversion Rate -> ga:searchGoalXXConversionRate
  • Goal XX Completions -> ga:goalXXCompletions
  • Total Unique Searches -> ga:searchUniques

22.) Event / Session with Events =

 

Total Events / Sessions with Event

 

API Names : 

  • Event / Session with Events -> ga:eventsPerSessionWithEvent
  • Total Events -> ga:totalEvents
  • Sessions with Event -> ga:sessionsWithEvent

23.) Avg. Value =

 

Event Value / Total Events

 

API Names : 

  • Avg. Value -> ga:avgEventValue
  • Event Value -> ga:eventValue
  • Total Events -> ga:totalEvents 

24.) User Retention =

 

Users / Total Users

 

API Names : 

  • User Retention -> ga:cohortRetentionRate
  • Users -> ga:cohortActiveUsers
  • Total Users -> ga:cohortTotalUsers

25.) Cohort Revenue per User =

 

Transactions / Total Users

 

API Names : 

  • Revenue per User -> ga:cohortRevenuePerUser
  • Transactions -> ga:transactions
  • Total Users -> ga:cohortTotalUsers

Conclusion

  • I have mentioned some of the important metric formulas used in Google Analytics.
  • Some of the metrics are not available in Google Analytics Default Reports. i.e in Audience, Acquisition, Behavior & Conversion Reports.
  • You can use these metrics (used in formulas) by creating Custom Reports or via GA Reporting API.
  • You can check the whole list of dimensions & metrics formulas here.

Ritwik is a Web Analyst & Product Marketer. He loves to write technical & easy to understand blogs for Marketers & Entrepreneurs. Focused on Google Analytics, Facebook Analytics, Tag Management, Marketing & Automation Scripts & more. Google Certified Professional. A Firm Believer in Teaching -> Learning -> Growing. :)

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