What Is A Secondary Dimension In Google Analytics?

Examining online data and creating reports is one of the most important skills for a digital marketer.

This analysis will help to guide your business towards success and positive business decisions.

A secondary dimension in Google Analytics will help you to achieve this. 

What Is Google Analytics?

Google Analytics is a tool that can be used on a website to track the actions of that site.

It will allow you to see information about the number of visitors to a site, the number of views on certain pages on the site as well as the bounce rate for the site. 

This is a free service, however, there is also a paid version available which will give you some advanced features.

You will be able to see traffic flow and understand the way that users behave on the site in order to tailor the site to how it is being used.

It is able to report on the live visitors that are on the site at the time, too. 

What Is A Dimension In Google Analytics?

In Google Analytics, metrics represent the numerical value that your data has.

These are in the form of numbers. Dimensions are different to metrics.

These show a description of the data, rather than just the numbers and fractions.

You will see verbal data descriptions in these dimensions which help to describe the data that you are looking at. 

What Is A Secondary Dimension?

In Google Analytics, there is a gesture called the secondary dimension.

This is a very important feature that helps to sort out your data to make it more easily accessible.

This feature allows you to look at and define a primary dimension and then view that data in the same table but by a secondary parameter. 

For instance, if you are looking at data for one specific thing, and then you want to look at a subcategory of this date, a secondary dimension in Google Analytics can help! 

How To Use Secondary Dimension?

You can use the secondary dimension feature in Google Analytics by following the steps below.

This will add the secondary dimension into the report that you are creating. 

  1. Go to the reporting tab and open up the standard report. Do this by heading to ‘Content – Site Content – All Pages’.
  2. When you have done this, click on the drop down tab labeled ‘secondary dimension’. This will be found above the data table. You can choose the dimension that you want to compare in this drop down. 

Benefits Of Secondary Dimension

There are many benefits to using the Secondary Dimension function on your Google Analytics.

These Are:

  • You can easily determine anomalies in your data. This will help you to better understand the data that you are being shown, and to understand exactly what this data means. 
  • You can look at the landing pages that people went to by using the ‘landing page’ setting. 
  • You can also make sure that you pinpoint marketing campaigns that are successful, and ones that are not so successful by using this tool.

What Are Some Other Great Features Of Google Analytics?

Traffic Reporting 

You are able to view the about of traffic on your site using Google Analytics.

This includes information about the length of time people are spending on your site, the number of new visitors and how they interact with the site.

This is very useful as you can also see whether they more commonly use their mobiles or desktops to view the site, meaning you can tailor the site to this information.

Conversion Tracking 

You can see how many people added items to their cart but did not go through with the purchase.


You can find out which keywords are most commonly used to find your site through Google Analytics.

This will help you to create content on your site that is tailored towards SEO and keywords in order to bring more traffic to the site.

Third-Party Referrals

It will also show you if any of the traffic to your site comes from third-party sources.

Whether this be a Social Media site, or a Search Engine. This will help you to understand the nature of the visits to your site so that you can tailor it to these 

Information About The Audience 

You will also be able to gather information about the age, gender and interests of your audience.

You can also find out the language and the geography of your users to see where they are from around the world.

Advantages Of Google Analytics 

There are many advantages of using Google Analytics. 

Free To Use 

Google Analytics is free to use. There is a paid version, however, you can easily use the free version as it is full of great features.

It is very reliable and this is reinforced by the fact that it is owned by Google. You don’t have to worry about losing this tool. 

Understanding Traffic Flow 

Google Analytics is great at identifying the audience and the audience flow. It will show you how people click through your site, how they get there, and how they use it.

This information is displayed clearly and it will give you an insight into the way that your site is used. 


You can use this tool alongside other Google tools.

For instance, Google Ads can be integrated to allow you to understand the data from the advertising campaign.

This will help you to target the audience so that you can improve efficiency. This will help your whole site to run smoothly.

Final Thoughts 

Using secondary dimensions will expand your horizons! It will add so much more meaning to your data in Google Analytics, allowing you to understand the data that you are looking at so much more.

From this, you will be able to draw better and more reliable conclusions.

You should definitely give secondary dimensions a go when you are using Google Analytics, it can provide you with many different benefits!

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