Marketing Metrics – Page 14

Unsubscribes is the count of users who cancel or do not renew their subscription in a given period. Teams track this metric to catch at-risk customers early and act before the loss becomes permanent.

User Engagement is a foundational GA4 metric that measures the total time your website or app was in the foreground of users' devices during a specified date range. This metric captures the aggregate engagement time across all users and sessions, providing a comprehensive view of total user attention your digital property receives. Unlike user-averaged metrics, User Engagement represents the raw sum of all engagement duration, making it particularly valuable for understanding overall content consumption and audience reach. The metric only counts time when your site or app is actively in the foreground and meets GA4's engagement criteria (sessions lasting 10+ seconds, containing conversion events, or having multiple page/screen views), ensuring the measurement reflects genuine user attention rather than passive or accidental visits.

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.

Video Click-Through Rate (CTR) is the percentage of video impressions that result in a click to play. It measures how effectively your thumbnail, title, and presentation convert impressions into viewer engagement.

Video Clicks is the total number of times viewers have clicked on a video. It measures active engagement and signals how compelling your video content is to your audience.

A video comment is a primarily text-based form of engagement on a social media platform where users respond to videos via the comment feature on videos. The number of comments on a video is one indication of the level of engagement users have with that video.

A Video Completion refers to the number of times a video plays to the end.

Video Conversion Rate is the measure of how often your video views leads to conversion. It is calculated as the count of video conversions divided by the count of video views. A conversion can include clicks, engagement with links and other video elements, and view-throughs.

Video Conversion Value is the total value of all your video conversions. You must set the value of one conversion manually for this metric to be accurately measured.

Video Conversions is the total count of qualifying actions on a video ad, including clicks, link engagements, and view-throughs.

Video Cost is the sum of all marketing expenditures on digital video advertisements. The metric typically includes Cost-Per-Click (CPC) and Cost-Per-Thousand-Impressions (CPM) charges tied to a campaign.

Video Cost per Conversion measures the cost associated with conversions gathered on video ads. Conversions can include ad clicks, views, and other forms of engagement with your ad. It is calculated by dividing the sum of Video Cost by the total number of conversions.