Understanding User Metrics in Google Analytics 4 (GA4)

Understanding User Metrics in Google Analytics 4 (GA4)

In this video, you will learn the difference between Total Users, Active Users, New Users, and Returning Users in Google Analytics 4 (GA4).

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9 thoughts on “Understanding User Metrics in Google Analytics 4 (GA4)”

  1. What does it mean if new users is significantly higher than total or active users? For example, I see 52,000 new users, but only 29,000 total/active users for the time period.

  2. I love how clearly you explain GA, making reports is less overwhelming after watching your videos 🙂 I'm wondering now if there are different kind of metrics for sessions as there are for users

  3. My debug view is empty even though I have added the G4 tag in Tag Manager. The property is collecting data but the debug view doesn't display anything. Any ideas? It would be great to have a video about this Thanks

  4. Thank you so much for your videos they are awesome! I’m trying to get returning users data into Klipfolio. I got total users and new users no problem but don’t know why returning users is not a metric for GA4. Have you ever heard of this/ know what I can do? Thank you so much!

  5. Thank you, that has been most helpful regarding Total and Active Users! However, you state "… you can be confident that your number of returning users is accurate. While the number of new users you see in your report is impacted for the reasons we've already covered." – but I don't believe that the Returning User metric is any more accurate than New Users? Measuring Returning users will have exactly the same problems as New users in that a single User who deletes cookies or uses different devices will not be counted as a Returning User…

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