Google Analytics 4 Metrics

Total revenue

Definition: the total amount of money made through advertising, subscriptions, in-app purchases, and sales.

Purchases plus in-app purchases + subscriptions + ad revenue – refunds equals total revenue.

How it’s calculated: The purchase, in_app_purchase, app_store_subscription_renew, and app_store_subscription_convert events are added together to form this metric. Ad revenue is obtained through the Google AdMob, Google Ad Manager, or third-party integrations by sending the ad_impression event. Important: For troubleshooting advice on missing revenue data for this metric, refer to Fix missing revenue data.

Related Metrics

Total users
Promotion clicks
Engaged sessions per user
First-time purchasers per new user (FTPs per new user)
Churn probability
Purchase probability

Google Analytics 4 Metrics Total revenue

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