In Google Analytics 4 (GA4), there are two types of users used in different GA4 reports.

Total users

Active users

What are the differences between GA4 Active Users and Total Users?

An active user is any user who has an engaged session. An engaged session occurs when a user:

• Stays on the website for over 10 seconds (you can change the time period from 10 seconds to 20, 30, 40, 50, or 60 seconds)
• Has over 2 pageviews or screenviews
• Has a conversion event

Total users is the total number of unique users who visit a website and are tracked by Google Analytics 4.

In GA4, total users are always higher than active users because a user who visits a website isn’t necessarily an active user but the user is included in the total users count.

There you have it – simple explanation describing the differences between GA4 active users compared to GA4 online users. If you have additional questions about GA4, please feel free to book a GA4 consultation with us and we’ll be happy to help!