Custom Dimensions
User-defined attributes that extend analytics platforms beyond default data collection.
Definition
Custom dimensions are additional data attributes that extend analytics platforms beyond their default fields. They allow organizations to segment and analyze data by business-specific criteria—user type, subscription tier, content category, A/B test variant, or any relevant attribute.
Custom dimensions transform generic analytics into business-relevant insights by adding context that default platforms lack.
Why It Matters
Default analytics data doesn't understand your business model. Custom dimensions add the business context needed to answer specific questions and segment users meaningfully.
Organizations that implement thoughtful custom dimensions unlock insights that generic analytics cannot provide.
Examples in Practice
A SaaS company creates custom dimensions for subscription tier, enabling analysis of how premium users behave differently.
A publisher segments content performance by custom dimensions for topic, author, and content format.
A B2B site uses custom dimensions to distinguish between prospect types and identify highest-value segments.