How do I identify returning users vs. new users in GA4?

Applies to: Google Analytics 4 (GA4)
Last updated: May 2025

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Problem

You want to distinguish between new users (first-time visitors) and returning users (who have visited before) to understand audience loyalty, engagement, and retention trends.

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Solution

GA4 provides a built-in New/Returning Users dimension, which is automatically collected based on user ID or device ID. You can use this in standard reports, Explorations, and audience segments.

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Step-by-Step Guide

Step 1: Use Standard Reports

1. Go to https://analytics.google.com
2. Navigate to Reports > User > User Attributes > New vs Returning
3. This report shows:
   • Total users
   • Engagement metrics (like sessions, time, conversions) broken down by:
     • New
     • Returning

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Step 2: Use in Explorations for Custom Analysis

1. Go to Explore > Free Form
2. Add the following:
   • Dimension: New/Returning
   • Metrics: Users, Engagement Rate, Conversions, etc.
3. Drag dimensions and metrics into rows/columns
4. Segment performance by new vs. returning across:
   • Traffic sources
   • Devices
   • Pages

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Step 3: Build Audience Segments

To isolate behavior by user type:

1. Go to Explore > Segment
2. Click User segment > Add condition
3. Choose New/Returning equals Returning (or New)
4. Compare performance side-by-side in any Exploration

This is useful for identifying which content or campaigns resonate better with each group.

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Step 4: Export for Retargeting (Optional)

If your GA4 is linked to Google Ads, you can:

• Create audiences for returning users
• Retarget them with tailored ads or promotions
• Use exclusions (e.g., exclude returning users from acquisition campaigns)

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How GA4 Determines User Type

• New user: First visit to your site/app (based on device or user ID)
• Returning user: Has visited at least once before, and is recognized (same browser, user ID, or app instance)

Note: Users who clear cookies or switch devices may be counted as new again.

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Notes

• GA4 does not use a “session-based” model like Universal Analytics; it’s event-based, but user type is tracked per user
• You can include new_vs_returning as a custom dimension in exports or BigQuery for advanced analysis