What Is Measured by the Users Metric on Google Analytics?

Users metrics on Google Analytics: learn what it is and what it measures.

Ashley Stander
By Ashley Stander
Romi Hector
Edited by Romi Hector

Published May 25, 2022.

The users metric, just like all the other metrics, gives you critical information about your user’s journey.

What Are Users in Google Analytics?

A user is someone that lands on your website either for the first time as a new user or multiple times as a returning user. Google Analytics differentiates between new and returning users. They do this using visitors’ browser cookies. It is important to know if you have enough new users frequenting your site and if your conversions are coming back.

What the Users Metric Measures

For Google Analytics to connect online traffic to a specific user, it assigns a unique identifier to each user. The identifier measures and tracks:

  • The total number of visitors that landed on your site
  • The number of users that had at least one surf on your site within a specified date range
  • The number of users that landed on your homepage
  • The number of users that have registered on your website

It is important to remember that there are instances where Google Analytics can do a double count even though Google tries very hard to avoid this. Double counting happens when:

  • The user accesses your site using the same device but with a different browser
  • The user uses various devices in various locations
  • The user clears their cookies and revisits your site with the same device and browser

Even though user analytics metrics aren’t always 100% correct, the value of these insights far outweighs the exceptions to the rule. Your users’ movements and interactions with your site tell an important story.