GA4 reports four types of users: Total users, Active users, New users, and Returning users. Total users counts every unique user ID that triggered any event. Active users counts users who had an engaged session. New users counts people visiting for the first time. Returning users counts people who started at least one earlier session. This guide explains each type and shows where to find it in GA4.
For a complete walkthrough, see our guide: How to Set Up Google Analytics 4 and Connect it to Your WordPress Site?.
Understanding user types in GA4 is important if you’re new to Google Analytics or looking to get more from your data. This guide will explain the four main types of Google Analytics users: Active vs. Total Users and New vs. Returning Users.
You’ll gain valuable information about your website audience by understanding these distinctions. So, we can create targeted strategies that keep them returning for more.
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