The key differences between Session and User metrics in GA4 (Google Analytics 4) and UA (Universal Analytics) are:
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User Metrics:
- UA measures Total Users as the number of users with at least one session in the date range.
- GA4 measures Total Users as unique users who logged at least one event (e.g., page scroll, engagement lasting 10+ seconds). This means GA4 excludes users who visit briefly without interaction, unlike UA which counts them.
- GA4 has more user metrics (3) compared to UA (2), including Active Users as a primary metric, whereas UA focuses mainly on Total Users.
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Session Metrics:
- UA uses a session-based data model, counting a session whenever a user visits, including when campaign sources change mid-session (which triggers a new session).
- GA4 uses an event-based data model and only counts engaged sessions (sessions with meaningful interaction). A campaign source change mid-session does not start a new session in GA4, unlike UA.
- Sessions in GA4 and UA will rarely match exactly; differences of up to 8% are normal, but larger discrepancies may indicate issues.
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Conceptual Differences:
- UA’s sessions count every visit regardless of engagement, while GA4’s sessions focus on engagement, filtering out very brief or non-interactive visits.
- Users in UA are tracked via Client ID cookies; GA4 uses app-instance ID and User ID for more flexible user identification across devices and platforms.
In summary, GA4’s user and session metrics emphasize engagement and event-driven data, leading to differences in counts compared to UA’s more session- and cookie-based approach. This affects how user reach and visit frequency are reported and interpreted.
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