What is the difference between ‘active users’ and ‘total users’ in GA4?

Google Analytics GA4 Medium

Google Analytics GA4 — Medium

What is the difference between ‘active users’ and ‘total users’ in GA4?

Key points

  • Active users measure engagement, total users measure all users
  • Active users include key events, total users include all events
  • Active users focus on quality, total users focus on quantity

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