Users (GA4)

In Google Analytics 4, a user is counted through the property's available identity signals and reporting settings, not by checking the identity of each human customer. Depending on its reporting identity configuration, GA4 can use supplied User-IDs, device identifiers, and eligible modeled data. Reports distinguish active users from total users: total users triggered an event during the selected period, while active users met GA4's activity criteria. A person can generate several sessions; one person using multiple devices may also be counted differently depending on the setup. For example, a cleaning company's report might show more sessions than users as visitors return to compare services. Privacy choices, thresholding, consent, and implementation can affect the reported figures. Treat GA4 user counts as analytics measures, not an exact headcount of unique customers.