Which metric best describes the average revenue generated by customers over a period in GA4?

• A. The total revenue generated by all customers in the lifetime of the dataset.
• B. The number of customers who purchased more than once.
• C. The average revenue generated by customers over a specific period.
• D. Revenue per session

Answer: (C)

The key idea is average revenue per user over a set time frame. This metric captures how much revenue, on average, each customer contributes within the chosen dates. It’s calculated by taking the total revenue in that period and dividing by the number of customers active in that period, giving a single representative value for customer value during that window. That’s exactly what “the average revenue generated by customers over a specific period” describes.

The other options don’t fit because they describe different measurements: lifetime revenue totals all revenue over the dataset’s life, not a specific period; the count of customers who bought more than once is about customer frequency, not revenue; and revenue per session looks at revenue divided by sessions, not by customers.