Help Centre
Frequently Asked Questions
Plain-English answers to Google Analytics questions — no jargon required.
Google Analytics basics
- Google Analytics 4 (GA4) is the latest version of Google's free website analytics platform. It tracks how people find and use your website — how many visitors you get, where they come from, which pages they view, and how long they stay. GA4 replaced the older Universal Analytics in 2023.
- Users are the number of unique people who visited your site. Sessions are the total number of visits. One user can have multiple sessions — for example, if someone visits on Monday and again on Wednesday, that's 1 user but 2 sessions. Sessions are always equal to or greater than users.
- A session is one visit to your website. When someone lands on your site and browses around, that counts as one session — regardless of how many pages they view. If they leave and come back more than 30 minutes later, that counts as a new session.
- For most small business owners, checking monthly is sufficient to spot trends and make decisions. Checking weekly can help you catch sudden drops in traffic or spot a piece of content that's going viral. Daily checking is usually only necessary during active marketing campaigns or after a major site change.
Understanding your metrics
- Bounce rate is the percentage of visitors who land on your website and leave without doing anything — no clicking links, no filling forms, no scrolling. A high bounce rate can mean visitors didn't find what they were looking for, or that the page loaded too slowly. In GA4, a 'bounce' is technically a session that lasted less than 10 seconds with no interaction.
- Engagement rate is the opposite of bounce rate — it's the percentage of visitors who actually interacted with your site (scrolled, clicked, stayed more than 10 seconds, or viewed multiple pages). A higher engagement rate means your content is resonating with visitors. In GA4, engagement rate typically replaces bounce rate as the primary metric.
- Average session duration is the average amount of time visitors spend on your website per visit. A longer duration generally means visitors are engaging with your content. It varies by site type — a news site might expect 2–3 minutes, while a quick-reference tool might see shorter visits.
- Organic traffic refers to visitors who found your website through a search engine (like Google or Bing) without clicking a paid ad. It's called 'organic' because you didn't pay for those clicks — they came naturally from your website's search ranking. Growing organic traffic is the main goal of SEO (Search Engine Optimisation).
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Traffic sources show you how visitors found your website. Common sources include:
- Google Search (organic) — found you on Google without a paid ad
- Direct — typed your URL directly or used a bookmark
- Referral — clicked a link on another website
- Social — came from Facebook, Instagram, LinkedIn, etc.
- Email — clicked a link in a newsletter or email campaign
About MetrikoAI
- MetrikoAI connects to your Google Analytics 4 account using secure, read-only access. It fetches your last 28 days of data, then uses AI to write a clear, human-readable report. It produces two versions: a plain-English summary for business owners, and a full technical analysis for marketers. The whole process takes about 20–40 seconds.
- MetrikoAI is free during Early Access — no credit card required, no commitment. We plan to introduce a Pro plan at $5/month for weekly automated reports once Early Access ends. Early Access users will be first to know.
- Yes. MetrikoAI requests read-only access to your Google Analytics data — it cannot modify, delete, or change anything in your GA4 property. Your data is used only to generate your report and is not shared with third parties.
Still have questions?
The easiest way to understand your analytics is to generate your first report — it takes less than a minute.
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