All Metrics

3 Second Video Views counts the number of times your video ad was played for 3 seconds or more. It does not usually include replays that take place before a video has been viewed for at least 3 seconds.

Abandoned Checkout Rate measures the share of checkout sessions that begin but do not end in a completed order. It focuses on the checkout funnel only, not the cart. You use it to understand friction after a shopper clicks “Checkout,” including issues with shipping choices, payment, taxes, and form friction. A high rate points to lost revenue and poor user experience during the last steps before purchase.

Abandoned Checkouts is an e-commerce metric that measures the total value of orders that reached the checkout stage but were never completed, calculated before shipping and taxes. Tracking Abandoned Checkouts helps online businesses quantify lost revenue and identify friction points in the checkout process — such as unexpected costs, limited payment options, or a complicated form flow — that prevent customers from completing their purchases.

Account Balance is the net difference between all credits and all debits recorded in a specific account on a company's general ledger. When credits exceed debits, the account carries a net credit balance. When debits exceed credits, it carries a net debit balance. Tracking account balances supports financial statement preparation, tax compliance, and business trend analysis.

Account Impressions counts the total number of times posts or ads from an account have been viewed by social media users, including multiple views from the same user.

Account Reach is the total number of unique accounts that have viewed posts or ads published by a business account on social media. Repeat views are not counted — each account is counted once, regardless of how many times that account views the content.

Accounts Payable (AP) is the total amount a company owes to its suppliers and creditors for goods and services purchased on credit and not yet paid. AP appears on the balance sheet as a current liability, representing short-term obligations due within one year.

Accounts Receivable (AR) is the total value of invoices a company has issued to customers for goods or services delivered but not yet paid. AR appears on the balance sheet as a current asset because payment is expected within one year. It represents a legal obligation from the customer and is recorded when an invoice is issued, not when cash is received. Tracking AR accurately gives finance teams a real-time view of money owed and helps forecast cash flow.

Activation Rate helps companies determine how quickly and effectively their new users are achieving perceived value. It measures the number of new users that have performed a predetermined “key action” within a set period of time, where the key action is assumed or known to deliver initial customer value.

Active Users in GA4 represents the number of distinct users who engaged with your website or app during a specified time period. A user is considered "active" when they trigger an engagement session, which occurs when they stay on your site for 10 seconds or longer, have a conversion event, or have 2 or more page or screen views. This metric provides a foundational understanding of your audience size and engagement levels, replacing the traditional "Users" metric from Universal Analytics with a more engagement-focused approach. Unlike simple visitor counts, Active Users emphasises meaningful interaction with your content, filtering out users who immediately bounce or show no genuine interest in your site. This makes it a more reliable indicator of your actual engaged audience size.

ACV Growth Rate measures the percentage change in Average Contract Value over a specified period, serving as a critical indicator of your company's ability to extract increasing value from customer relationships. This metric reveals whether you're successfully moving upmarket, improving your value proposition, or effectively implementing pricing strategies. Unlike simple revenue growth, ACV Growth Rate isolates the per-customer value expansion, making it essential for understanding unit economics improvements and market positioning evolution.

Ad Clicks, or simply Clicks, is a marketing metric that counts the number of times users have clicked on a digital advertisement to reach an online property.