Google Analytics 4 (GA4) is a powerful tool for monitoring and analyzing your website data. To make the most of its insights, it’s essential to understand the terminology, particularly the difference between active users, users, sessions, and engaged sessions.
Defining Active Users in Google Analytics 4
In GA4, active users represent the number of unique users who had an engaged session on your website or app within a specified time frame, such as the last 28 days. An engaged session is one that lasts longer than 10 seconds, has at least one conversion event, or has at least two page views.
Defining Users in Google Analytics 4
Users in GA4 refer to the total number of unique individuals who have interacted with your website. If someone visits your site multiple times using the same device or browser, they are still counted as one user. However, if a user visits your site, deletes their browser cookies, and returns to your site afterward, they are counted as a new user. The same applies if a user switches devices or browsers on a return visit to your site.
Defining Sessions in Google Analytics 4
Sessions in GA4 represent individual visits to your website, including both new and repeat visits. A single user can have multiple sessions. In GA4, there is no limit to the number of events counted per session, unlike in Universal Analytics (UA) where goals are counted only once per session. This means that the difference in session count between UA and GA4 can vary depending on factors like session timeout and campaign timeout settings.
Defining Engaged Sessions in Google Analytics 4
Engaged sessions in GA4 are a subset of sessions that meet certain criteria for meaningful interaction. A session is considered engaged if it lasts longer than 10 seconds, has at least one conversion event, or has at least two page views. Engaged sessions provide a more accurate picture of user interaction with your website, as they filter out sessions with minimal engagement.
Active Users vs. Users vs. Sessions vs. Engaged Sessions in Google Analytics 4
To better understand the difference between these metrics, consider this example: If a user visits your site three times in a day, completes two events during each visit, and each session lasts more than 10 seconds, that would count as one user, three sessions, three engaged sessions, and one active user.
Where to Find Active Users, Users, Sessions, and Engaged Sessions in GA4
These metrics will show up in most reports laterally across GA4. Also, you can usually hover over the text for a quick reminder.
In GA4, you can view active user data in the “Active Users” card on the home page or in the “Engagement” section under the “Reports” tab. User and session data can be found in various reports, such as the acquisition overview. Engaged sessions can be found in the “Engagement” section under the “Reports” tab. These metrics can help you understand your website’s audience and engagement.
Leveraging Active Users, Users, Sessions, and Engaged Sessions Data
Active users and engaged sessions provide a more accurate picture of your website’s engaged audience, as they only include users and sessions with meaningful interaction. Monitoring these metrics can help you gauge the effectiveness of your content and user experience.
The new users metric, when compared against the source and medium, can indicate the success of paid advertising campaigns or social media efforts in bringing in new users. Returning users can indicate user loyalty and engagement with your site’s content.
An increase in sessions can signify quality growth for your website if those sessions result in more conversions. By comparing sessions and engaged sessions to conversions, you can identify if users are getting stuck at a particular stage of the funnel, indicating potential issues with landing pages, sign-up forms, or donation links.
Mastering GA4 terminology may seem daunting, but understanding the difference between active users, users, sessions, and engaged sessions is crucial. With this knowledge, you can leverage GA4’s insights to optimize your website, engage your audience, and drive conversions for your organization.
A Balanced Breakfast & Analytics
To better understand how these metrics relate, consider this example: If a customer visits your restaurant three times in a day, orders eggs, bacon, and toast during each visit, and stays for more than 10 minutes each time, that would count as one user (the breakfast enthusiast), three sessions (breakfast visits), three engaged sessions (satisfying breakfast experiences), and one active user (a loyal breakfast club member).
Leveraging the Breakfast Metrics
By monitoring active users and engaged sessions, you can gauge the effectiveness of your breakfast menu and dining experience. If you notice an increase in new users after running a promotional campaign for your breakfast specials, you can attribute that success to your marketing efforts.
An increase in sessions can signify growth for your restaurant, especially if those sessions result in more orders. By comparing sessions and engaged sessions to orders, you can identify if customers are getting stuck at a particular stage of the ordering process, indicating potential issues with your menu, waitstaff, or kitchen.
Mastering GA4 terminology may seem daunting, but understanding the difference between active users, users, sessions, and engaged sessions is crucial. With this knowledge, you can leverage GA4’s insights to optimize your website, engage your audience, and drive conversions for your organization, just like how you would use these metrics to improve your breakfast restaurant.