Google Analytics 4 now supports UTM term, UTM content, conversion metrics, and bounce rates

Earlier this week Google Analytics 4 published that it has gained additional metrics and dimensions for all Google Analytics 4 accounts. These new metrics and dimensions include UTM term, UTM content, conversion and bounce rate.

Bounce rate

In Google Analytics 4, bounce rate is the percentage of sessions that were not engaged sessions. Bounce rate is the inverse of engagement rate, which is the number of engaged sessions divided by the total number of sessions in a given time period. CTR is available in surveys and reporting customization.

The bounce rate is calculated differently in Google Analytics 4 than in Universal Analytics. To learn more about how calculations differ between Universal Analytics and Google Analytics 4, see [UA→GA4] Metrics Comparison: Google Analytics 4 vs. Universal Analytics.

UTM term and UTM ad content

Google has added new dimensions that display the values ​​of the utm_content and utm_term parameters in Research, Reporting, and Audience Builder. Both parameters have a user-scoped and session-scoped dimension. The following new dimensions allow you to view the value assigned to the utm_content parameter in the user and session scopes:

• The first ad content in the user manual
• Manual session ad content

In addition, the following dimensions allow you to view the value assigned to the utm_term parameter in the user and session scopes:

• First date of use of the manual
• Manual session appointment

Conversion rate

The following new metrics allow you to report the conversion rate for any conversion event:

• User conversion rate is the percentage of users who initiated any conversion event.
• Session conversion rate is the percentage of sessions in which any conversion event was triggered.

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