If you’ve ever opened GA4 and felt a little lost, you’re not alone. For many arts and cultural marketers, making sense of the platform can be tricky—and when key terms are misunderstood, it can lead to frustrating missteps (see Part 1 here).

This post breaks down a few of the most commonly misunderstood traffic source dimensions in GA4. Dimensions are non-numeric attributes of your data. Dates, URLs, geolocations, and traffic sources are all dimensions. All reports in GA4 break down metrics like sessions, views, or conversion rate by dimensions to understand key aspects of your data. 

You can explore the traffic source dimensions in the “User acquisition” and “Traffic acquisition” reports in GA4.