In plain English
GA4 reports active users by default rather than total users. The criteria involve having an engaged session or triggering certain events, rather than merely loading a page.
This is one reason GA4 user counts look lower than the previous version's. It is a different definition, not a traffic decline.
What to know
The GA4 default
Reported in place of total users.
Requires engagement
Not just a page load.
Lower than total users
By definition.
Not comparable historically
To the previous Analytics version.
Why it matters
A GA4 migration that appears to show a traffic drop is usually showing active users against previous total users. Knowing which metric is on screen prevents a false alarm.
Common mistakes
×Comparing active users to previous total users.
×Assuming a drop at migration was real.
×Not knowing which user metric a report shows.
×Reporting active users without stating the definition.
FAQs
Why are my GA4 users lower than before?
Active users require engagement. It is a definitional difference.
Which user metric should I report?
One, consistently, with the definition stated.
WRITTEN BY TARIQ SALLAM
Marketing Consultant. Entrepreneur. Content Creator.
I'm a marketing consultant, entrepreneur and content creator. I help businesses grow through practical marketing, websites, SEO, content and AI.
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