What is a Secondary Dimension in Google Analytics?

The standard reports in Google Analytics usually comprise of cumulative data, and this data is collected on one big pile. So, it has lots of information, but it is not entirely specific. If you want to monitor the data, you can easily manage it by looking at the generic data in Google Analytics.

But the fundamental to understand the data in Google Analytics report lies in your skills of dimensions. Dimensions are the attributes of your data, and you may consider it as a category that your users fall into.

To analyze your data thoroughly, you would require more contexts, and the effective way to add meaning to your data is by integrating Secondary Dimensions. Most of the search engine optimization companies today prefer opting for this route when it comes to analyzing the data in-depth.

What are Secondary Dimensions?

Secondary Dimensions are used to add another dimension within the same table, which adds more granular data to the Google Analytics report. It is quite helpful when it comes to answering specific questions related to the data or the user’s behaviour.

For instance, if you want to know which channels people in the United States are accessing your website from, you can start by choosing the United States as a primary location dimension. You may add the Second Dimension of medium/source to check from which channels they are coming to your site. Dimension is the characteristic, description, feature, or aspect of your data, not quantitative or qualitative.

Importance of Using Secondary Dimensions!

As mentioned, by adding Secondary Dimensions to your data, you can have in-depth information about your report. Initially, it was a good idea to run ad campaigns for specific cities. But when you look at the city data, you may consider that it is best to run campaigns state-wise because that is where you see traffic coming in.

If you are interested in SEO, you will see traffic coming in from search engines. It is referred to as organic traffic. It is fun to see how much organic traffic your website is getting. By adding Secondary Dimensions, you can quickly check which site page is receiving more organic traffic. To do this, you have to follow a few simple steps:

  • Go to “Acquisition” page
  • Click on “Medium/Source”
  • Click on “Medium” above the table
  • Click on organic to see the traffic coming from the search engine.

Now it is the time to add Secondary Dimensions. Click on the button above the 1st column of the table and search for “Landing Page” and click on it. You will have a complete overview of all pages where visitors are landing.

The Best Secondary Dimensions You Must Use

Well, adding Secondary Dimensions can be complicated for some people, and hence it must be done carefully. But if you are confused and don’t know which Secondary Dimensions to add, then seek the help of new features of Google Analytics. This new feature helps in choosing the useful Secondary Dimensions.

This new feature will let you know which dimensions are commonly used in reports, especially in the “Source/Medium” report. It also provides you with valuable advices. Remember, if you are using UTM tags carefully, then the Secondary Dimensions would offer you many useful contexts to your reports.

For Instance, if you run a campaign by adding the utm_context UTM tag, you can easily add Secondary Dimensions called “Ad Content” in Google Analytics. It will help you to know which area of your campaign, whether a button or text, is more successful.

Being a novice Google Analytics user, you would see the “All Pages” report in the tool’s behaviour category. It is the report that lists the URL and provides useful information on traffic and other metrics. By adding dimension “Medium” to all pages report, you can find the top sources of traffic for every page on your site, paid search, referral traffic, and more.


Today, most of the search engine optimization company prefers adding Secondary Dimensions in their Google Analytics data as it helps them to have meaningful data report. It not only adds context to the data but also allows them to understand what they are seeing is best. With the right understanding of the data, you can come to a better conclusion.

Team ONH
Team ONH
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