Understanding Secondary Dimension in Google Analytics

In this article, we’ll unravel the concept of secondary dimensions in Google Analytics and explore how they can supercharge your data analysis. 

Whether you’re a seasoned digital marketer or just dipping your toes into the world of web analytics, understanding secondary dimensions is crucial for making informed decisions and optimizing your online presence.

What is a Secondary Dimension in Google Analytics?

Secondary dimensions in Google Analytics are like the secret sauce that adds depth and context to your data. They allow you to slice and dice your reports to gain a deeper understanding of user behavior on your website. But what exactly are secondary dimensions?

Secondary dimensions are additional metrics or attributes that you can apply to your primary dimension, providing a more detailed view of your data. They allow you to segment your data and answer specific questions about your website visitors. Think of them as the “whys” and “hows” behind the numbers.

Here are some common examples of secondary dimensions:

  • Source/Medium: Discover which sources (e.g., organic search, social media) are driving the most traffic to your site.


  • Device Category: Understand whether your visitors are predominantly using desktops, mobiles, or tablets.


  • Landing Page: Identify the first page users land on when they visit your site.


  • Location: Find out where your audience is geographically located.


By adding secondary dimensions, you can tailor your analysis to focus on the specific aspects of user behavior that matter most to your business.

Read: “Why Hire a Google Analytics Consultant

Dimensions vs. Metrics: Difference

In Google Analytics, it’s essential to grasp the distinction between dimensions and metrics as they are the building blocks of your data analysis.

  • Dimensions represent qualitative data, describing characteristics of your website traffic. Examples include “Source/Medium,” “Location,” and “Device Category.” They provide context to your metrics.


  • Metrics, on the other hand, are quantitative data points that measure specific aspects of user behavior. Examples include “Sessions,” “Bounce Rate,” and “Conversion Rate.” Metrics are the actual numbers you analyze.


In summary, dimensions answer questions like “Where did my users come from?” while metrics answer questions like “How many users visited my site?” Understanding this difference is key to effective data analysis in Google Analytics.

Benefits of Secondary Dimensions in GA

Here are some benefits of using secondary dimensions in Google Analytics:


  • Enhanced Data Context: Secondary dimensions provide additional information that adds context to your primary data, making it more meaningful.


  • Deeper Insights: They allow you to drill down into specific aspects of user behavior, helping you uncover hidden trends and patterns.


  • Improved Targeting: By segmenting your audience using secondary dimensions, you can tailor your marketing efforts more effectively.


  • Identifying Conversion Factors: Secondary dimensions help pinpoint factors contributing to higher or lower conversion rates.


  • User Experience Optimization: They assist in identifying issues on your website, such as page performance on different devices or browsers.


  • Custom Reports: You can create custom reports with your preferred secondary dimensions for quick access to relevant insights.


  • Refined Marketing Strategies: A better understanding of user attributes enables you to refine your marketing strategies and content.


  • Comparative Analysis: Compare how different variables impact user behavior to make informed decisions.


  • Segmentation: Secondary dimensions complement segments, allowing for even more precise data filtering.


  • Data-Driven Decision-Making: Ultimately, they empower data-driven decision-making, leading to improved website performance and user satisfaction.



How to Use Secondary Dimensions Effectively

Now that we’ve understood the importance of secondary dimensions, let’s delve into how to use them effectively to extract meaningful insights:

1. Combine Primary and Secondary Dimensions

To get the most out of secondary dimensions, combine them with primary dimensions. For example, pair the primary dimension “Page Title” with the secondary dimension “Source/Medium” to see which traffic sources drive the most visits to each page. This can help you identify the most effective marketing channels for specific pages.

2. Refine Your Audience Analysis

Secondary dimensions are invaluable when it comes to understanding your audience. Use them to segment your visitors by characteristics such as location, device type, or age. This segmentation can guide your content strategy and user experience improvements.

3. Identify Conversion Opportunities

If your goal is to boost conversions, secondary dimensions can be a game-changer. By analyzing which secondary dimensions correlate with higher conversion rates, you can tailor your marketing efforts to target those specific segments of your audience.

4. Troubleshoot User Experience Issues

Secondary dimensions can also help you identify user experience problems. For instance, if you notice a high bounce rate for a particular landing page and discover that most of the traffic is coming from mobile devices, you may need to optimize that page for mobile users.


In the realm of Google Analytics, understanding what a secondary dimension is and how to use it effectively can transform your data into actionable insights. By adding depth and context to your reports, secondary dimensions empower you to make data-driven decisions, refine your marketing strategies, and enhance the user experience on your website.

So, the next time you dive into your Google Analytics dashboard, don’t forget to leverage secondary dimensions. They hold the key to unlocking a wealth of knowledge about your audience and their interactions with your digital properties.


Q1: Can I use multiple secondary dimensions at once? 

A: Yes, you can use multiple secondary dimensions to create more complex data views. Just keep in mind that adding too many dimensions can make your reports overwhelming, so choose them wisely.

Q2: Are secondary dimensions available for all reports in GA?

A: No, not all reports support secondary dimensions. You’ll find them in reports where they provide meaningful context and insights.

Q3: How do I add secondary dimensions in GA? 

A: To add a secondary dimension, go to your report, click on “Secondary Dimension,” and select the attribute or metric you want to add.

Q4: Can I save custom reports with specific secondary dimensions? 

A: Absolutely! Google Analytics allows you to save custom reports with your preferred dimensions, making it easier to access the insights you need regularly.

Q5: Are secondary dimensions retroactive? 

A: No, adding or changing secondary dimensions won’t affect historical data. They only apply to new data going forward.

Q6: What’s the difference between secondary dimensions and segments? 

A: While secondary dimensions add more details to your primary dimension, segments allow you to filter your data based on specific conditions or criteria. They complement each other for in-depth analysis.



Digital Marketing Trends

Digital Marketing Trends Welcome to the dynamic world of digital marketing! In this article, we’ll dive into the ever-evolving landscape


12 Types of Digital Marketing

Digital marketing has become the lifeblood of modern businesses, providing innovative ways to connect with audiences in the digital realm.