What’s the difference between Total Users and Active Users in GA4?
Asked on Sep 13, 2025
Answer
In Google Analytics 4 (GA4), "Total Users" and "Active Users" are metrics that provide insights into user engagement, but they measure different aspects of user interaction. "Total Users" refers to the total number of unique users who have engaged with your site or app over a specific period, while "Active Users" measures users who have engaged in a session within a defined timeframe, such as daily, weekly, or monthly.
Example Concept: "Total Users" is a cumulative count of unique users over a selected date range, capturing everyone who has visited your property. "Active Users," on the other hand, focuses on engagement frequency, providing insights into user activity by counting users who have triggered an engagement event within a specified period (e.g., daily active users).
Additional Comment:
- "Total Users" helps understand the overall reach of your site or app.
- "Active Users" is useful for analyzing user engagement trends over time.
- Both metrics can be found in GA4 under Reports → Engagement → Overview.
- Use these metrics to assess both the breadth and depth of user interaction.
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