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New Users

A new user is a user who has visited GA4 for the first time during the selected period. Because it is identified based on client ID, the same person may be re-counted when the device or browser is changed, and is a key indicator for evaluating the performance of new traffics by channel.

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GA4 identifies new users based on client ID (cookie) or user ID. If cookies are deleted or accessed using a different device or browser, even the same person may be counted as a new user. For this reason, the number of people who are actually encountering the brand for the first time may not match the number of new users on GA4.

New users are a key indicator for evaluating the ‘Acquisition’ stage in marketing. It is used to compare how many new visitors each channel, such as advertising, SEO, and social, attracts. By looking at it together with returning users, you can understand the balance between new traffic and retention on the site.

GA4 screen path: Reports > Acquisition > User Acquisition Check the number of new users and distribution by channel in the report. Compared to UA, GA4 has a similar definition of new users, but the numbers may differ due to different cookie processing methods and data collection standards.

Key takeaways

  • Counts users who visit for the first time on that device and browser.
  • When you delete cookies, change devices, or change browsers, the same person may be re-counted.
  • Identify channels with high new acquisition efficiency by comparing new users by channel.
  • The direction of retention strategy is determined by the ratio of returning users.

References

Frequently asked questions

Why is the number of GA4 new users actually higher than first-time visitors?

GA4 determines newness using the client ID (cookie). If you delete cookies or access from a different device or in incognito mode, the same person will be re-counted. Setting a user ID allows you to improve accuracy by identifying based on login.

What are the problems if the new user rate is too high?

This means that there are few returning users, so retention is low and there is a lack of incentive to repeat visits. If the new rate is over 99% on a site with a long decision-making period and a lot of comparison searches, such as a hospital homepage, you should consider strengthening content that induces repeat visits (treatment reviews, FAQs, events) and remarketing advertising.

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