Analytics dashboard with marketing data graphs on screen. Analytics dashboard with marketing data graphs on screen.

For Digital Marketing, what Metric-Dimension Combination is not Valid?

Any business marketer, like me, who have used Google Analytics know how we can use it to analyze user activity, behavior, and website traffic.

But when we do analyze the content on your website, our focus is to know what brings more engagement and what does not.

1. Like I use four segments in Google Analytics

  • This helps me understand whether the audience is right and also provides me with details like their location, demographics, device knowledge, and retention rate. This gives marketers like us a clear picture of the results of your marketing, and how targeted marketing works. 
  • The acquisition makes me understand how the user ends up on your website. It tells which channels were most effective, whether was it organic traffic or social media help. It makes me monitor the work on different social media platforms, determine how the search engine optimization is helping, and help me to tweak them according to the desired results. 
  • Behavior explains my customer’s activity on the site. Which pages were visited, and what was the average time spent, providing me information about engagement and retention of the viewers? 
  • Conversions track if the users are taking the steps that they desire. Example – If the purchases are happening or not. If they are not then what steps in the entire funnel need to be fixed? 

2. How do I use Metrics on Google Analytics?

Measurement of the website activity by the users is done by the use of metrics. It provides me with data that helps me to understand the engagement of people with the website.

It helps to analyze your performance and also helps me get a clear view of which data is attracting most of your audience. 

Google Analytics has these metrics, which provide us marketers with adequate data to monitor the above.

Given the data and statistics, I can now make tweaks or improvements based on surveyed results, and gradually the site will perform better. 

3. The Top Three Metrics of Google Analytics 

  • Traffic and Traffic sources – This helps me understand my overall website traffic. How many people are visiting, how are they getting directed there and how good are my marketing campaigns performing
  •  Bounce Rate – Bounce means moving from one place to another, so bounce rate states how many users bounce to some other website from yours, without even visiting the second page. This usually happens when the total user experience is not good or the website optimization takes time. 
  • Conversion Rate – This tells me how many conversions happened on my website. I get to know how many times I got the desired target. However, I have en e-commerce business. For another marketer, this will be variable and depend on what is the type of product or service that your website is offering. 

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4. I will tell you what the Dimensions of Google Analytics are

I have found there to be five key metrics on Google Analytics. One of them is dimensions, and as a marketer, I feel you should focus more on it. Dimensions allow you to get a better view of your data by providing it to you in smaller form, which is more specific about different factors affecting your business.

This helps you to understand the different categories more elaborately and make data-driven changes accordingly.

For instance, I have found that they tell you about the channel traffic, and which channel is getting the most and which the least.

Like I suggest you to take a look at what is the average time duration that a user spends on your site. Or, which pages are creating organic traffic, which are not etc? 

5. Now about the Three other Main Dimensions of Google Analytics 

  • Users – Users tell the number of visitors on my website, their whereabouts like where they were from, and their activity on the site. 
  • Pages – It tells me the activity of the different pages of my website, which had the highest traffic and which the lowest. 
  • Devices – I use this to know how users came into my website – like the devices and platforms they used.

6. Marketers should also know about the Metric-Dimension Combination

How Google Analytics works on the input is a combination of dimensions and metrics. This means that it is a collaboration of quantitative and descriptive approaches. The dimension provides the descriptive part and the numerical part is provided by metrics.

The total number of pages viewed in a session is the part provided by the metrics, for which the corresponding dimension would be the URL that is being viewed. 

Now we know that there are different combinations of metric dimensions in Google Analytics, we have to understand that not all of these are valid.

The software itself will not let the user create an invalid combination; however, in some cases that may not be true. 

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7. What Metric Dimension Combination is not Valid?

There are two main reasons why a metric-dimension combination may not be valid. The first is when the data types are incompatible with each other.

So, if I combine duration metrics with a country source it will be invalid as these two formats are not compatible. 

Second, when the data has a high volume, Google Analytics tends to perform sampling on the data. This means that a sample of the entire thing is picked up for the analysis. Now, it might be possible that the metric combination which was valid for the entire data set is not valid for the sample. 

Considering the above, the answer to this question is sessions/bounce rate is not a valid metric dimension combination. 

So, we can say there are both valid and invalid combinations. And because all invalid combinations exist due to sampling and incompatibility and do not provide the required analysis.

However, it does not mean that all valid combinations will be meaningful. The key to understanding this is the context of your data, the required analysis and then choosing the most appropriate combinations. 

Last Updated on April 6, 2024 by soubhik

Author

Anushree Khandelwal
  1. incredibly informative article! Understanding which metric-dimension combinations are not valid is crucial for accurate measurements. This article provides clear and concise explanations, making it easy to grasp.

    1. It’s important to be cautious with metric-dimension combinations in Google Analytics. Invalid combinations can arise when data types are incompatible or during sampling, where not all combinations may be valid. For instance, sessions/bounce rate is considered an invalid metric-dimension combination. Understanding these nuances ensures accurate and meaningful analysis of your website’s performance.

  2. I found this explanation on valid metric-dimension combinations insightful. The clarification on incompatible data types and the impact of high data volume, leading to potential issues with valid combinations during sampling, was particularly helpful. It’s good to know that sessions/bounce rate is highlighted as an example of an invalid metric-dimension combination.

  3. It’s important to be cautious with metric-dimension combinations in Google Analytics. Invalid combinations can arise when data types are incompatible or during sampling, where not all combinations may be valid. For instance, sessions/bounce rate is considered an invalid metric-dimension combination. Understanding these nuances ensures accurate and meaningful analysis of your website’s performance.

  4. In digital marketing, the combination of “Bounce Rate” as a metric with the “Dimensions” related to user behavior is not valid in Google Analytics. Bounce Rate, representing the percentage of single-page sessions where users leave without interacting further, is a standalone metric. It does not pair with dimensions in the same way as other metrics like Traffic Sources or Conversion Rate, which can be analyzed alongside dimensions like location or device type

  5. This description of appropriate metric-dimension combinations was really helpful to me. The clarification on incompatible data types and the impact of excessive data volume, which might cause problems with valid combinations while sampling, was especially beneficial. Understanding these distinctions ensures that your website’s performance is accurately and meaningfully analyzed.

  6. This article by Anushree Khandelwal on Google Analytics is a must-read for digital marketers. It effectively breaks down the crucial aspects of understanding user behavior and website performance. The explanation of valid and invalid metric-dimension combinations adds a practical dimension, offering valuable insights for optimizing data analysis in Google Analytics.

  7. Digital marketing is undeniably important in taking advantage of the many online users. It gets even easier with the various metrics available on Google Analytics. What I didn’t know for sure is that not all metrics are compatible. it turns out I can’t combine bounce rate and sessions. Thank you

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