How does GA4 define a ‘new user’ and what are the potential accuracy issues?

Google Analytics GA4 Hard

Google Analytics GA4 — Hard

How does GA4 define a ‘new user’ and what are the potential accuracy issues?

Key points

  • New user defined by first event, not visit
  • Accuracy issues: cookie deletion, private browsing, iOS 14+, Google Signals
  • Client_id or user_id used for identification
  • Returning users may appear as new due to cookie deletion

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