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Media and target KPIs in Marketing Mix Modeling (MMM)
Target KPIs
Google Analytics 4 data in Marketing Mix Modeling (MMM)
Google Analytics 4 data in Marketing Mix Modeling (MMM)
Juha Nuutinen avatar
Written by Juha Nuutinen
Updated over a week ago

This article includes standard dimensions and metrics for Google Analytics 4 data in the Sellforte Marketing Mix Modeling (MMM) template for online data, which is available here: https://support.sellforte.com/en/articles/6966284-connecting-your-data-with-supermetrics-template-gallery-recommended

1. Session-data

Dimensions

Metrics

Date

GA4 property

Country

New vs returning

Session source / medium

Session default channel grouping

Session campaign ID

Session campaign name

Sessions

Total users

Conversions

Revenue

Item revenue

Item purchase quantity

Purchases

2. Order-data

Dimensions

Metrics

Date

Country

New vs returning

Session source / medium

Session default channel grouping

Transaction ID

Session campaign ID

Session campaign name

Revenue

Shipping amount

Tax amount

3. Item-data

Dimensions

Metrics

Date

Transaction ID

Item ID

Item name

Item variant

Item brand

Item category

Item category 2

Item promotion name

Item revenue

Item purchase quantity

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