Dimensions and metrics

[GA4] Understand user metrics

Explore the different ways Google Analytics classifies users through user metrics

Google Analytics offers a few user metrics that provide different ways of understanding how many people visit your website or app.

Differences at a glance

The following core user metrics are used to define how many people visit your site or app:

  • "Total users" is the total number of people who visited your site or app in the specified date range.
  • "Active users" (or just "Users") is the number of people who engaged with your site or app in the specified date range.
  • "New users" is the number of people who have never visited your site or app before in the specified date range.
  • "Returning users" is the number of people who have visited your site or app before in the specified date range.

It's important to note that not all new users are active, so new users may exceed active users. But new and active users will never exceed total users.

Differences in depth

The following table provides the definition for each of these user metrics:

Metric What it is How it's populated

Total users

The number of unique users who triggered any event in the specified date range.

This metric is populated automatically.

New users

The number of new unique users who logged the first_open or first_visit event in the specified date range.

This metric is populated automatically.

Active users

(Also known as Users in reports)

The number of unique users who engaged with your site or app in the specified date range.

An active user is any user who has an engaged session or when Analytics collects:

This metric is populated automatically.

Returning users

The number of unique users who initiated at least one previous session, regardless of whether or not the previous session was an engaged session, in the specified date range.

This metric is populated automatically.

Was this helpful?

How can we improve it?
Search
Clear search
Close search
Google apps
Main menu
14769693968042228803
true
Search Help Center
true
true
true
true
true
69256