{"id":12540,"date":"2020-03-29T01:00:52","date_gmt":"2020-03-29T04:00:52","guid":{"rendered":"https:\/\/dilmarames.com\/what-are-users-in-google-analytics\/"},"modified":"2023-04-07T17:49:48","modified_gmt":"2023-04-07T20:49:48","slug":"what-are-users-in-google-analytics","status":"publish","type":"post","link":"https:\/\/dilmarames.com\/en\/what-are-users-in-google-analytics\/","title":{"rendered":"What are users in Google Analytics?"},"content":{"rendered":"\n<p><strong>This is a basic concept but a good portion of analysts and professionals who consume Google Analytics data don&#8217;t know exactly what the &#8220;Users&#8221; metric within GA means.<\/strong><\/p>\n\n<p><strong>Not understanding how this metric is handled by GA can lead to errors in analysis, which in turn can lead to wrong business decisions.<\/strong><\/p>\n\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><h2>Index<\/h2><ul><li><a href=\"#h-como-sao-definidos-usuarios-no-ga\" data-level=\"2\">How are &#8220;Users&#8221; defined in GA?<\/a><\/li><li><a href=\"#h-client-id-no-google-analytics\" data-level=\"2\">&#8220;Client ID&#8221; in Google Analytics<\/a><\/li><li><a href=\"#h-como-o-ga-contabiliza-visitantes-novos-e-retornantes\" data-level=\"2\">How does GA count new and returning visitors?<\/a><\/li><li><a href=\"#h-o-google-analytics-nao-reporta-usuarios-unicos\" data-level=\"2\">Google Analytics does not report unique users<\/a><\/li><li><a href=\"#h-usuarios-novos-retornantes-nao-confere-com-o-total\" data-level=\"2\">New users + returners does not match the total<\/a><\/li><li><a href=\"#h-mesmo-usuario-classificado-como-novo-e-retornante\" data-level=\"2\">Same user classified as new and returning<\/a><\/li><li><a href=\"#h-por-que-usuarios-sao-importantes-no-google-analytics\" data-level=\"2\">Why are &#8220;Users&#8221; important in Google Analytics?<\/a><\/li><li><a href=\"#h-concluindo\" data-level=\"2\">In conclusion<\/a><\/li><\/ul><\/div>\n\n<p>To understand a little better, let&#8217;s look at how a user is defined within Google Analytics.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-como-sao-definidos-usuarios-no-ga\">How are &#8220;Users&#8221; defined in GA?<\/h2>\n\n<p>&#8220;Users&#8221; in Google Analytics is the number of new and recurring people who visit your website during a given period.  <\/p>\n\n<p>On the first visit a person makes to your site, a GA cookie will be set and an identifier assigned to them. If the same person accesses your site 10 times through the same device\/browser (preserving cookies) they will still be considered as a single user.<\/p>\n\n<p>Notice that I commented that an identifier is assigned to the visitor. This identifier lets you know if this is a new or returning visitor. I find it convenient to talk a little more about this identifier to clarify some topics in the sequence of this article.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-client-id-no-google-analytics\">&#8220;Client ID&#8221; in Google Analytics<\/h2>\n\n<p><strong>The &#8220;Client ID&#8221; is formed by combining a random number plus a first timestamp of the visitor&#8217;s access<\/strong>.  <\/p>\n\n<p>You can see this identifier from the GA cookie, by accessing your cookie history through your browser or a specific extension.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"250\" height=\"27\" src=\"https:\/\/dilmarames.com\/wp-content\/uploads\/2020\/03\/ga-client-id.jpg\" alt=\"Google Analytics Cookie\" class=\"wp-image-10302\"\/><figcaption class=\"wp-element-caption\">Google Analytics Cookie<\/figcaption><\/figure>\n<\/div>\n<p>The first field, <code>GA1<\/code>, refers to the version of GA used.<\/p>\n\n<p>The second field, <code>2<\/code>, refers to the number of dot-separated components of the domain. By default the GA cookie is set to the top-level domain <em>dilmarames.com<\/em>. Since we have two components (dilmarames and with &#8211; separated by the dot) the value is 2. If we had for example, <em>analytics.dilmarames.com<\/em>, we would have 3 components (analytics, dilmarames and com) and the value of this field would be 3.  <\/p>\n\n<p>The third field of the Google Analytics cookie, <code>413566523<\/code>, refers to a random ID that is generated.  <\/p>\n\n<p>The fourth element, <code>1568150771<\/code>, is the timestamp, which is generated at the time of the user&#8217;s first access.  <\/p>\n\n<p>The third and fourth elements form the &#8220;Client ID&#8221;, which in this case will be <code>413566523.1568150771<\/code>.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-como-o-ga-contabiliza-visitantes-novos-e-retornantes\">How does GA count new and returning visitors?<\/h2>\n\n<p>When a visitor first accesses your site, the Google Analytics tracking code generates a &#8220;Client ID&#8221; and sends it to the GA servers.  <\/p>\n\n<p>This ID identifies a new user. <strong>Every time a new ID is detected, a new user is counted in Google Analytics<\/strong>. If GA identifies a pre-existing ID in a new session, it will be considered a returning visitor.<\/p>\n\n<p>Importantly:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>If the user deletes the cookies from his browser the ID will be deleted. Consequently, on your next visit you will be classified as a new user;<\/li>\n\n\n\n<li>If the user accesses your site through another browser\/device, it will be counted as a new user, since the ID exists only in the browser\/device where it was created. For this reason <strong>we cannot use &#8220;Client ID&#8221; to track users across multiple devices<\/strong>.<\/li>\n<\/ul>\n\n<p>Also read: <a href=\"https:\/\/dilmarames.com\/en\/what-are-sessions-in-google-analytics\/\">What are sessions in Google Analytics?<\/a><\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-o-google-analytics-nao-reporta-usuarios-unicos\">Google Analytics does not report unique users<\/h2>\n\n<p class=\"pro-tip\"><strong>  Contrary to what many people think, Google Analytics does not report unique users.  <\/strong><\/p>\n\n<p>We often see clients and analysts presenting commercial materials and reports indicating &#8220;unique users&#8221; and referencing Google Analytics as the source. <strong>This is a misconception<\/strong>.<\/p>\n\n<p>According to Google itself, <strong>the &#8220;Users&#8221; metric refers to new users and returning users<\/strong>.  <\/p>\n\n<p>Of course, if the &#8220;Users&#8221; metric refers to new and returning users, then it cannot refer to unique users.  <\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"450\" height=\"338\" src=\"https:\/\/dilmarames.com\/wp-content\/uploads\/2020\/03\/duh.gif\" alt=\"\" class=\"wp-image-10325\"\/><\/figure>\n<\/div>\n<p>But then, where are the unique users?  <\/p>\n\n<p><strong>In GA no single users are reported. That&#8217;s it.  <\/strong><\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"350\" height=\"169\" src=\"https:\/\/dilmarames.com\/wp-content\/uploads\/2020\/03\/Google-Tag-Manager-Reaction-GIF-13.gif\" alt=\"\" class=\"wp-image-10323\"\/><\/figure>\n<\/div>\n<p>To identify a user across multiple devices\/browsers you can use the<a rel=\"noreferrer noopener\" aria-label=\"User ID (opens in a new tab)\" href=\"https:\/\/support.google.com\/analytics\/answer\/3123662?hl=pt-BR\" target=\"_blank\">&#8220;User ID<\/a>&#8221; feature (not to be confused with the &#8220;Client ID&#8221; generated in the cookie).  <\/p>\n\n<p><strong>The &#8220;User ID&#8221; is a code linked to a single user<\/strong> from that user&#8217;s engagement (usually through an account\/login) in one or more sessions initiated on one or more devices. GA interprets each &#8220;User ID&#8221; as a separate user, which results in a more accurate user count in reports.<\/p>\n\n<p>When you submit a Google Analytics code (Client ID) and related data from multiple sessions (User ID), your reports tell a more unified holistic story about a user&#8217;s relationship with your company.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-usuarios-novos-retornantes-nao-confere-com-o-total\">New users + returners does not match the total<\/h2>\n\n<p>The number of total users reported by GA will rarely equal the sum of new users and returning users.  <\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"728\" height=\"331\" src=\"https:\/\/dilmarames.com\/wp-content\/uploads\/2020\/03\/usuarios-totais-dif-novos-mais-retornantes-2.jpg\" alt=\"\" class=\"wp-image-10306\" srcset=\"https:\/\/dilmarames.com\/wp-content\/uploads\/2020\/03\/usuarios-totais-dif-novos-mais-retornantes-2.jpg 728w, https:\/\/dilmarames.com\/wp-content\/uploads\/2020\/03\/usuarios-totais-dif-novos-mais-retornantes-2-300x136.jpg 300w\" sizes=\"(max-width: 728px) 100vw, 728px\" \/><figcaption class=\"wp-element-caption\">Total users differs from the sum of new users and returning users.<\/figcaption><\/figure>\n<\/div>\n<p>This is because Google Analytics also counts a new user as a returning user if he visits the site again within the observed interval. There is an overlap of new and returning users.<\/p>\n\n<p>Many analysts subtract from the total number of users the number of new users thinking they have found the number of returning users. This methodology is not correct.  <\/p>\n\n<p>Google Analytics does not provide any metrics for returning users by default. If you want to analyze navigation data of these users you will need to apply one of GA&#8217;s standard segments.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"840\" height=\"178\" src=\"https:\/\/dilmarames.com\/wp-content\/uploads\/2020\/03\/returning-users-ga-segmentation-840x178.jpg\" alt=\"Google Analytics Segments  \" class=\"wp-image-10317\" srcset=\"https:\/\/dilmarames.com\/wp-content\/uploads\/2020\/03\/returning-users-ga-segmentation-840x178.jpg 840w, https:\/\/dilmarames.com\/wp-content\/uploads\/2020\/03\/returning-users-ga-segmentation-300x64.jpg 300w, https:\/\/dilmarames.com\/wp-content\/uploads\/2020\/03\/returning-users-ga-segmentation.jpg 902w\" sizes=\"(max-width: 840px) 100vw, 840px\" \/><figcaption class=\"wp-element-caption\">Returning Users&#8221; Segment<\/figcaption><\/figure>\n<\/div>\n<h2 class=\"wp-block-heading\" id=\"h-mesmo-usuario-classificado-como-novo-e-retornante\">Same user classified as new and returning<\/h2>\n\n<p>As I mentioned before, <strong>a user can be classified as a new user and as a returning<\/strong> user.<\/p>\n\n<p>Suppose you are analyzing your audience report for the period from 03\/01 to 03\/31. A visitor accesses your site on 03\/05 and again on 03\/20. He will be counted as a new user (03\/05) and as a returning user (03\/20). We are assuming a normal condition where the user does not delete the cookies, does not use any kind of cookie blocker or browsers that remove this information after a few days.  <\/p>\n\n<p>Read also: <a href=\"https:\/\/dilmarames.com\/en\/the-age-of-browsers-in-digital-advertising\/\">The age of browsers in digital advertising<\/a><\/p>\n\n<p>This is also true for the source and medium of the traffic. Going back to the previous example, if our visitor accesses on 03\/05 through organic search and on 03\/20 through a Google Ads campaign, we will have one session started via organic (03\/05) and one from paid origin (03\/20) accounted in GA.<\/p>\n\n<p class=\"pro-tip\">Always pay attention to the scope of the metrics and dimensions in your analysis.  <\/p>\n\n<p>Remember that in GA &#8220;Users&#8221; have scope of &#8220;User&#8221; and &#8220;Sessions&#8221; have scope of &#8220;Session&#8221;. To learn more read the article<a href=\"https:\/\/dilmarames.com\/en\/dimensions-and-metrics-in-google-analytics\/\">&#8220;Dimensions and Metrics in Google Analytics<\/a>&#8220;.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-por-que-usuarios-sao-importantes-no-google-analytics\">Why are &#8220;Users&#8221; important in Google Analytics?<\/h2>\n\n<p>I think it is redundant to talk about the importance of the &#8220;Users&#8221; metric within Google Analytics. Virtually all business analysis is tied to this metric.  <\/p>\n\n<p>The <strong>new users<\/strong> metric allows you to see how many people visited your site for the first time in a specific period. This metric <strong>can indicate the success or failure of your marketing actions<\/strong> from the generation of new users.<\/p>\n\n<p>The <strong>recurrent users<\/strong> metric indicates how many people have returned to your site. For sites that publish content regularly, a large number of returning users <strong>may indicate that they find your content valuable and are coming back to consume more<\/strong>.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-concluindo\">In conclusion<\/h2>\n\n<p>We have seen how users are defined within Google Analytics and how the &#8220;Client ID&#8221; is generated.<\/p>\n\n<p>I pointed out the fact that GA does not report unique users and that to view the metrics for returning users we must apply segmentation.  <\/p>\n\n<p>We delve into how GA accounts for the &#8220;Users&#8221; metric and that a user can be either classified as a new user or a returning user within a given period.<\/p>\n\n<p>I hope this article will help web analytics professionals to better understand user metrics in Google Analytics, thus avoiding errors in their analysis.  <\/p>\n\n<p>Also read: <a href=\"https:\/\/dilmarames.com\/en\/what-are-pageviews-in-google-analytics\/\">What are pageviews in Google Analytics?<\/a><\/p>\n\n<p>Read also: <a href=\"https:\/\/dilmarames.com\/en\/app-web-properties-of-google-analytics-8-things-you-need-to-know\/\">App + Web Properties of Google Analytics: 8 things you need to know<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What are users in Google Analytics? Not understanding how this metric is handled by GA can lead to errors in analysis and wrong decisions. Find out more!<\/p>\n","protected":false},"author":3,"featured_media":12026,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3649],"tags":[3651,3634],"class_list":["post-12540","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-google-analytics","tag-metrics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.1 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What are users in Google Analytics?<\/title>\n<meta name=\"description\" content=\"What are users in Google Analytics? Not understanding how this metric is handled by GA can lead to errors in analysis and wrong decisions. 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