What’s the difference between Total Users and Active Users in Google Analytics 4?

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What’s the difference between Total Users and Active Users in Google Analytics 4?

Asked on Aug 29, 2025

Answer

In Google Analytics 4 (GA4), Total Users and Active Users are distinct metrics that provide insights into user engagement and behavior on your site or app. Total Users represent the unique users who have engaged with your property over a specified time period, while Active Users are those who have had an engaged session or triggered an engagement event within the same timeframe.

Example Concept: Total Users count all unique users who have visited your site or app, regardless of their activity level, whereas Active Users focus on those who have interacted meaningfully, such as by staying on the site for a certain duration or completing specific actions. This distinction helps in understanding both reach and engagement quality.

Additional Comment:

Total Users give a broad view of your audience size.
Active Users provide insights into user engagement and retention.
Both metrics are crucial for a comprehensive analysis of user behavior.
Review these metrics in GA4 under Reports → Engagement → Overview.

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