(Video) Breaking down user metrics in GA4

In the latest from our ‘Calling Kevin’ video series, our Senior Data Consultant, Kevin, covers a few commons questions about user metrics in GA4.

In this quick walkthrough, Kevin dishes on the definitions and differences between the user metrics available in GA4 – some of which may be familiar to those experienced with Universal Analytics, while some changes are exclusive to GA4, causing some confusion for Google Analytics users both new and old.

How are Users defined in standard reports?
What is an Active user in GA4?
Are Users and Total users the same?

For more quick GA4 tips, be sure to check out other videos from our ‘Calling Kevin’ series.

To find out how Lynchpin can help

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About the author

Kevin Thomson

After graduating in 2001 with a degree in Computing Science, Kevin started his career as a software developer before branching into Digital Marketing and eventually specialising in Analytics – where he has experience working both client and agency-side.

In the last two years of his almost five years at Lynchpin, Kevin's primary role has been implementing new GA4 platforms for clients and migrating GA3 platforms to GA4. Beyond this, Kevin’s breadth and depth of experience allows him to cover reporting, engineering, and much more across the Lynchpin team.

Outside work, you will find Kevin making sourdough bread, walking his adorable Cocker Spaniel called Luna, running, making music, and looking after his three children.

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