Google Analytics
Read the website traffic measured by Google Analytics 4 inside Fullmetrix, understand every metric and know which report answers your question.
The Google Analytics section shows the figures from your Google Analytics 4 (GA4) property inside Fullmetrix. GA4 is Google's free tool that counts visits to your website, where visitors come from and what they do there. We read these figures straight from Google every time you open a report, and we show them next to your sales and your campaigns.
Your E-commerce reports answer "what was sold". The Google Analytics reports answer "who came to the site, how they got there, and when they left".
What you need to connect first
The section only appears in the sidebar once a GA4 property is connected. Open Settings, then the Integrations tab, and click Connect on the Web analytics card. Google asks you to pick an account, then you select the property to link. The full guide is in Connect Google Analytics 4.
Fullmetrix does not add any Google tracking code to your store. If your site sends nothing to GA4, the reports stay empty. The Purchase funnel report and the purchase metrics also need your store to send GA4 its e-commerce events (product view, add to cart, purchase).
Finding the section in the app
In the sidebar, under the Data group, click Google Analytics. The section holds seven reports.
Overview
Sessions, active users, conversion rate, bounce rate and session duration, day by day. Described further down this page.
Purchase funnel
How many visitors move from the visit to the product page, the cart, the checkout and the purchase.
Traffic sources
Where visits come from. Google search, social networks, email, ads, direct access.
AI traffic
Visits sent by ChatGPT, Gemini, Copilot, Claude, Perplexity and other assistants.
Pages
The most viewed pages and the pages visitors land on.
Audience
New or returning visitors, and their country.
Devices
Mobile, desktop or tablet, browsers and operating systems.
Words to know before reading the reports
These terms come back on every page of the section. They mean what Google Analytics means by them.
| Term | What it means |
|---|---|
| Session | A visit. It starts when someone lands on the site and ends after 30 minutes without activity. The same person coming back in the evening makes a second session. |
| User | A person, or more precisely a browser that GA4 recognizes. The same customer on their phone and then on their computer counts as two users. |
| Engaged session | A visit that lasted more than 10 seconds, viewed at least two pages, or triggered a key event such as a purchase. |
| Bounce rate | The share of sessions that were not engaged. A visitor who lands, does nothing and leaves within seconds is a bounce. Lower is better. |
| Session duration | The average time between the start and the end of a visit. |
| Conversion rate | Purchases recorded by GA4 divided by sessions, as a percentage. 2% means 2 purchases per 100 visits. |
The Overview report
Click Google Analytics, then Overview. This is the report to open every morning to check that traffic looks normal.
The four cards at the top
Each card shows the total for the period, a small curve of the last 14 days of the period, and the change against the comparison period.
| Card | What it counts |
|---|---|
| Sessions | The total number of visits in the period. |
| Active users | The day-by-day sum of the people who visited the site. Someone who came on three different days counts three times. This total is therefore higher than the unique user count GA4 shows for the same period. |
| Conversion rate | Purchases recorded by GA4 divided by sessions. |
| Bounce rate | The average of each day's bounce rate in the period. A drop shows in green, because it is good news. |
Under each value, the percentage followed by vs previous year or vs previous period compares the selected period to the reference period. By default, the comparison uses the same dates last year. If the reference period has no data, the card shows No previous data.
The five charts
| Chart | What it shows |
|---|---|
| Sessions | Visits per day. |
| Active users | People who came each day. |
| Conversion rate | Each day's conversion rate. |
| Bounce rate | Each day's bounce rate. |
| Session duration | The average visit length each day, in minutes and seconds (2:35 means 2 minutes 35 seconds). |
On each chart, a second, lighter curve labeled (previous) in the tooltip shows the comparison period day for day. Hover a point to read both values.
Controls shared by every report
The top of each Google Analytics report carries the same buttons, from left to right.
All sources appears when several GA4 properties are connected. It lists your properties by name. Untick the ones you don't want, and Fullmetrix adds up the figures of the remaining ones. Details are in Source selector.
All devices limits the report to Desktop, Mobile or Tablet.
All users limits the report to New visitors (first visit in the period) or Returning ones (who came before).
All countries lists the countries your visits come from, with the number of sessions next to each. Click a country to keep only that one.
The date picker sets the dates and the comparison (Period for the period just before, Year for the same dates last year). By default it shows the last 30 days up to yesterday. Everything is explained in Date range and comparison.
The three filters combine. "Mobile" plus "New" plus "France" shows new French visitors on phones. They stay active when you move from one Google Analytics report to another.
Above them, the header tools let you switch to TV mode, Show trends (a straight line that sums up the direction of each curve) and Show annotations on the charts. See Charts and TV mode.
Why these figures differ from your store's
It is normal for GA4 and your store not to show the same number of orders. The two tools don't count the same way.
- GA4 only sees visitors who accept analytics cookies and don't use a blocker. Depending on your consent banner, part of the visits and purchases is missing.
- A purchase only appears in GA4 if the confirmation page loaded and sent the purchase event. A payment confirmed later (bank transfer, pay in installments) may never show up.
- GA4 counts purchases when they happen, in the time zone of the GA4 property. Your E-commerce reports follow the time zone and order statuses set in Fullmetrix.
- Cancelled, refunded or back-office orders stay in your store but not always in GA4.
For revenue and order counts, rely on the Revenue report. Use GA4 to understand visitor behavior.
Frequently asked questions
Going further
The Search Console section shows what happens before the visit, in Google search results. The E-commerce reports give your actual sales. Words used across the documentation are gathered in the glossary.