What is a new user in Google Analytics?
A new user is someone visiting your website for the first time, as far as Google Analytics can tell.
GA4 counts a new user when someone's browser visits your site and no earlier visit is on record, which triggers a first_visit event. Clearing cookies, using a private window or switching devices can make a returning person look new. Older Universal Analytics showed this as "new visitors" and "percentage of new sessions."
Why it matters for your business: New users show how well your marketing reaches people who have not found you before. A steady flow of them is a sign your visibility is growing.
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