GA4 Reports: 'Users' Metric Refers to 'Active Users', Not 'Total Users'

Active users vs Total users in GA4 reports:

• Total users: This metric represents the total number of people who visited your site or app within a specific date range.

• Active users: Often referred to simply as 'Users' in GA4 reports, this metric counts the number of people who engaged with your site or app within the specified date range.

It's important to note that these numbers may differ across various reports, as they measure different aspects of user interaction.

The 'Active users' and 'Total users' metrics might show different numbers in GA4 because they are measuring different types of user engagement. Active users are those who have engaged with the site or app in some way during the specified date range, whereas Total users include anyone who visited the site or app, regardless of their level of engagement. Discrepancies between these metrics can arise due to the varying nature of user interactions.

To find the 'Total users' metric in standard GA4 reports, you can refer to a table or guide that outlines where this specific metric is located within the GA4 interface. Unfortunately, the text does not provide the actual table, but it suggests that such resources exist, possibly created by the author or others in the digital marketing community, to help users quickly locate the 'Total users' metric for reporting purposes.