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Google Analytics Secondary Dimensions

Secondary Dimensions

What are secondary dimensions and how can they help you generate deeper insights? Matthew Edgar provides a quick intro to how and when to use secondary dimensions.


In this video, we’re going to talk about how to apply secondary dimensions to the data that you’re loading in Google Analytics. Secondary dimensions help you get even deeper understanding and meaning about the reports that you’re loading in Google Analytics.

In Google Analytics, let’s say you’re taking a look at the Channels report. This tells you where all of your traffic came from for a particular period of time. Now, by default, you know what the channel groupings are. There’s Organic Search, there’s Direct Referral, Social, et cetera. But it might be helpful to know something else about those channels. For example, it might be helpful to know what sites are part of those channels, especially Organic Search, Referral, and Social. So to note that we can add a secondary dimension to this table.

To do that, you want to click on the Secondary Dimension dropdown, and then in here, you can either browse through all the various secondary dimensions you can add, or you can just type in the search box. So in this example, if we want to look at the additional sites that were part of those channel groupings, we could do so by clicking on Acquisition and then clicking on Source.

The report will reload and now will tell us for Organic Search, how much Organic Search was Google, how much organic search was Yahoo, how much organic search was Bing, and on the list goes. If you want to turn off the Secondary Dimension, you just have to go up and click on the X next to your Secondary Dimension.

If you have other questions about Google Analytics or other aspects of measuring your website’s performance, please contact me.