Google Analytics shows you what happened on your site. KPI Tree shows you why it matters.

Attribution modelling assigns credit for conversions to the marketing channels and touchpoints that contributed to them within Google Analytics. It evaluates how different models - last-click, first-click, linear, time-decay, and data-driven - change the perceived value of each channel in your acquisition mix.

Audience segmentation divides Google Analytics users into distinct groups based on demographics, behaviour, technology, or acquisition source. It enables comparison of how different user segments interact with your site and convert, revealing which audiences deliver the most value.

Bounce rate measures the percentage of Google Analytics sessions where the user viewed only a single page and triggered no additional events before leaving. In GA4, it is the inverse of engagement rate - a bounced session is one that was not engaged, meaning it lasted less than 10 seconds, had no conversion event, and had fewer than 2 page views.

Campaign performance ROI measures the return on investment for marketing campaigns tracked in Google Analytics by comparing attributed revenue or conversion value against campaign costs. It evaluates the financial effectiveness of campaigns across all channels - paid, email, social, and referral.

Cohort analysis groups Google Analytics users by their acquisition date or shared characteristic and tracks their behaviour over time. It reveals how engagement, retention, and conversion patterns evolve for different user groups, distinguishing between changes in user quality and changes in product experience.

Content performance analysis evaluates how individual pages and content types perform in Google Analytics across engagement, conversion, and revenue metrics. It identifies which content drives meaningful outcomes and which attracts traffic without contributing to business goals.

Conversion rate measures the percentage of Google Analytics sessions or users that complete a defined conversion event - such as a purchase, signup, form submission, or key feature interaction. It quantifies how effectively your website turns visitors into customers or leads.

Custom event conversion rate measures the percentage of sessions where users trigger a specific custom-defined event in GA4, such as video completions, file downloads, calculator interactions, or in-app actions. It extends standard conversion tracking to business-specific interactions that standard events do not cover.

Event tracking rate measures the percentage of sessions that trigger specific GA4 events, indicating how actively users interact with tracked elements on your site. It serves as both an engagement indicator and an instrumentation health metric, revealing whether your tracking captures the interactions that matter.

Exit rate measures the percentage of page views that were the last in a session for a specific page in Google Analytics. Unlike bounce rate, which considers only single-page sessions, exit rate applies to all sessions and identifies the pages where users most frequently end their visit.

Funnel analysis tracks user progression through defined conversion paths in Google Analytics - from initial landing through intermediate steps to final conversion. It identifies where users drop off at each stage, quantifying the conversion loss at every step and revealing the most impactful optimisation opportunities.

Geographic performance analysis examines how Google Analytics engagement, conversion, and revenue metrics vary across countries, regions, and cities. It identifies locations where your site performs strongest and weakest, revealing opportunities for localisation and geographic targeting.

Goal completion rate measures the percentage of Google Analytics sessions that complete a predefined goal - such as reaching a destination page, meeting a session duration threshold, or triggering a specific event sequence. It quantifies how effectively your site achieves its defined business objectives.

Mobile vs desktop performance compares Google Analytics engagement, conversion, and revenue metrics across device types. It identifies whether mobile and desktop users experience your site differently and quantifies the performance gap between devices.

New user rate measures the percentage of Google Analytics users who are visiting your site for the first time within a given period. It indicates the balance between acquisition of new audiences and retention of existing ones, revealing the composition of your traffic.

Page load time impact measures how website loading speed - tracked via Google Analytics Core Web Vitals and page timing data - correlates with user engagement, bounce rates, and conversion outcomes. It quantifies the business cost of slow page performance.

Pages per session measures the average number of pages viewed during a single Google Analytics session. It indicates how deeply users engage with your site content and how effectively your navigation and internal linking guide users through multiple pages.

Real-time monitoring tracks live Google Analytics data - current active users, pages being viewed, events firing, and conversions happening - as they occur. It provides immediate visibility into site activity during campaigns, launches, incidents, and normal operations.

Return visitor rate measures the percentage of Google Analytics users who have visited your site before within a defined period. It indicates site stickiness and content value - whether users find enough reason to come back after their initial visit.

Search query performance analyses the organic search queries that drive traffic to your site, combining Google Analytics session data with Search Console query data. It evaluates which search terms deliver engaged visitors and conversions versus those that drive low-quality traffic.

Session duration measures the average time users spend on your site during a single Google Analytics session. In GA4, it is calculated as the time between the first and last event in a session, providing a measure of how long users actively engage with your content.

Time-based trend analysis examines how Google Analytics metrics change over days, weeks, months, and years. It identifies growth trajectories, seasonal patterns, and anomalies in traffic, engagement, and conversion metrics to inform strategic planning and immediate response.

Traffic source analysis examines how different acquisition channels - organic search, paid search, direct, referral, social, and email - contribute to sessions, engagement, and conversions in Google Analytics. It evaluates channel quality beyond volume by connecting source-level metrics to downstream outcomes.

User acquisition cost measures the average cost to acquire a new user to your website by combining Google Analytics traffic data with marketing spend data. It calculates the cost per new visitor or per converting user across channels to evaluate acquisition efficiency.

User flow analysis maps the paths users take through your website in Google Analytics, from entry page through subsequent page views to exit or conversion. It identifies the most common navigation patterns, unexpected detours, and the paths that most frequently lead to conversion.