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Total Users

Total Users represent the total number of unique individuals who visited your website during a specific timeframe. This metric provides a broad overview of your website's reach and popularity, helping you understand the overall scale of your audience. You can find this information in GA4 under Reports > Engagement > Events.

Active Users

Active Users are those who had an engaged session, meaning their session lasted at least 10 seconds or they triggered specific events. This group is crucial because it indicates users who are actively interacting with your content, showing a higher potential for conversion. You can find Active Users in Reports > Engagement > Engagement Overview.

New Users

New Users are individuals visiting your website for the first time within a specified timeframe. Tracking new users allows you to measure the effectiveness of your acquisition channels and identify growth opportunities. You can monitor New Users in Reports > Acquisition > User Acquisition.

Returning Users

Returning Users are those who have visited your website at least once before within a specified timeframe. This metric highlights user loyalty and provides opportunities for retargeting and engagement. A high number of returning users indicates that your content is valuable enough to bring visitors back. You can find this data in Reports > Lifecycle > Retention.

Final Thoughts

By effectively utilizing GA4's user categorization, you can gain a deeper understanding of your audience and make data-driven decisions to improve your website's performance. Remember to regularly analyze these metrics to track trends and adapt your strategies accordingly.