Active Users in GA4 are unique users who meaningfully engage with your website or app during a specified time period. This includes users who have an engaged session (lasting more than 10 seconds, triggering a conversion event, or viewing 2+ pages) or are new users identified by first_visit or first_open events.
Total Users in GA4 represent the total unique users who visited your site or app during the date range, regardless of engagement level. This metric shows the overall reach or audience size, including users who may have visited briefly without meaningful interaction.
Key differences:
| Metric | Definition | Purpose |
|---|---|---|
| Active Users | Users with engaged sessions or new users with meaningful interaction | Measures true engagement |
| Total Users | All unique users who visited, regardless of engagement | Measures overall audience reach |
Active users are typically slightly fewer than total users because some visitors may not meet the engagement criteria (e.g., they leave quickly without interaction).
Engagement Metrics in GA4 include:
- Engaged Sessions: Sessions lasting over 10 seconds, or with conversion events, or multiple page views.
- Engagement Time: Measured by the engagement_time_msec parameter, indicating how long users actively interact.
- Conversions: Specific events that represent valuable user actions.
These metrics help you understand not just how many users visit, but how they interact with your content, which is crucial for optimizing user experience and marketing strategies.
In summary, use Total Users to gauge your audience size and Active Users plus engagement metrics to understand the quality and depth of user interaction on your site or app.
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