What is a user in Google Analytics?
In GA4, a user is a person (or more exactly, a browser or device) that visited your site. The main \"Users\" number counts active users.
A user in Google Analytics is usually one browser on one device, identified by a cookie. The same person on a phone and a laptop may count as two users unless Google can link them. GA4 reports several user counts: active users (people who were engaged), total users and new users. When a report says "Users," it usually means active users.
Why it matters for your business: Users show roughly how many people you reach. Treat it as a close estimate rather than an exact headcount.
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