GA4 Users Defined: Active Users vs. Total Users vs. New Users and Returning Users
The users dimension: it seems so innocuous and so obvious. Users are individuals who are doing things on your website or app. But like many things in the new Google Analytics, GA4 users are not exactly intuitive. In this blog post, we’ll define GA4 users and demystify Active Users vs. Total Users vs. New Users vs. Returning (established) Users. We’ll explore how we can see GA4 returning (established) users through a little custom work.
We’ll also show how to build an audience of returning users.