What is Custom Dimensions?
TL;DR
User-defined attributes in Google Analytics 4 that extend default tracking with business-specific data. While GA4 tracks standard dimensions like source, device, and page, custom dimensions capture what matters to your business specifically, user type (customer vs prospect), content category, author, subscription level, or any data you collect. Custom dimensions transform generic analytics into business intelligence. For a law firm, tracking which practice area visitors view; for e-commerce, tracking product categories viewed per session. Set up custom dimensions during implementation and ensure developers pass the data correctly. GA4 allows more custom dimensions than Universal Analytics did. Use them strategically, each dimension should answer a specific business question you can't answer otherwise.
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Frequently Asked Questions About Custom Dimensions
What are custom dimensions used for?
Tracking business-specific data GA4 doesn't capture by default. Examples: user type (customer vs prospect), content category, service area, subscription tier, or author. They answer questions standard analytics can't, 'which service pages do qualified leads view?'
How many custom dimensions can I have in GA4?
GA4 allows up to 50 event-scoped and 25 user-scoped custom dimensions. That's generous for most businesses. Plan strategically, each dimension should answer a specific business question you can't answer otherwise.
Do custom dimensions require a developer to set up?
Usually yes. The dimension must be defined in GA4 Admin, then your developer needs to pass the data through your tracking code. Some platforms have built-in integrations, but custom implementation often requires technical help.
What's the difference between user-scoped and event-scoped dimensions?
User-scoped dimensions apply to everything a user does (like customer vs prospect status). Event-scoped dimensions apply to specific actions (like the category of content being viewed). Choose scope based on what you're tracking.
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