The number of sessions where the user was meaningfully active. A session counts as engaged if it lasted longer than 10 seconds, included a conversion event, or had at least 2 page or screen views. This metric represents GA4's approach to measuring quality engagement rather than simply counting all sessions regardless of user behaviour. By filtering out sessions that show minimal interaction, Engaged Sessions provides a clearer picture of sessions where users demonstrated genuine interest in your content or offerings, making it a more reliable indicator of successful user experiences than total session counts.

Engagement Rate is a key metric used in web and app analytics to measure user interaction and the quality of user sessions. It is a modern alternative to the traditional Bounce Rate metric, particularly in Google Analytics 4 (GA4). Engagement Rate is calculated as the percentage of engaged sessions out of the total number of sessions. An "engaged session" is defined as a session that lasts longer than 10 seconds, has a conversion event, or has two or more page views or screen views. This metric provides a more nuanced view of user behaviour than Bounce Rate, helping businesses to understand how effectively their content or platform holds a user's attention and drives meaningful interaction.

Net Profit Margin shows net profit as a percentage of total revenue. It gives the net profit earned for every dollar of revenue generated and is a good indicator of profitability and operating expense management.

On-Time In-Full (OTIF) delivery rate measures the percentage of orders delivered both on the promised date (or within the agreed time window) and complete with all requested items in the correct quantities. It combines punctuality and completeness into a single metric that reflects successful order fulfilment from the customer's perspective.

Perfect Order Rate measures the percentage of orders that are delivered without any errors, such as missing items, incorrect quantities, or damaged goods. It reflects the overall accuracy and quality of order fulfillment. The Perfect Order Rate (POR) is an essential supply chain metric that measures the effectiveness of an organization’s order fulfillment process. It is calculated by determining the percentage of orders that are executed flawlessly, without any errors or issues. Considered from a customer's perspective, a perfect order is one that arrives on time, contains the right items in the correct quantities, is delivered to the right place, and is accompanied by the correct invoicing.

The Return On Marketing Investment (ROMI) metric measures how much revenue a marketing campaign is generating compared to the cost of running that campaign. Effective marketers are driven to connect their time, energy and advertising spend with results that contribute to company growth. This KPI answers the question, “are we recouping the time and money we spent developing and executing our marketing campaigns?”

Return Rate measures the share of units sold that customers send back and your team accepts within the policy window. It focuses on item counts, not dollars. Use it to surface fit issues, fragile packaging, misleading product details, and fulfilment mistakes that drive avoidable returns. Track it by SKU, variant, size, and channel to see where problems cluster.

Users represents the count of unique individuals who have visited your website during a specified time period, encompassing both new and returning visitors. In Google Analytics 4 (GA4), this metric is tracked through client IDs that are automatically assigned to each unique visitor upon their first visit to your site. This identifier allows the platform to distinguish between different individuals and prevents double-counting when the same person visits multiple times within the measurement period.