There are lots of myths around which metrics should be considered as primary KPI when reporting a website or online business performance. Some marketers prefer to use “Sessions” which other prefer “Users”, while few also take “Pageviews” to gauge their performance.
I personally feel we should consider only using the “Users” metric when we are reporting in terms of traffic driven on to the website.
But why “Users” metric?
In Google Analytics, Users are primarily categorized into buckets – New User (Unique) and Returning User.
If I am a first-time visitor, I will be put into “New User” bucket and entire navigation, actions, and events triggers will be associated with it.
Now if I visit for the second time a week later, I will be categorized into “Returning User” and website usage will be associated with this visit.
Again I visited in the third week, will be categorized as “Returning User” and website data is associated with it.
Now when I want to report the traffic for the month date range:
- I will be reported as 3 times on considering “Sessions” KPI. But, I’m the same user visiting multiple time
- However, when considering “Users” metric, I will be reporting once for the selected range
Hence, for Audience reporting it makes more sense to use “Users” metric rather than “Sessions”.
How to Switch to “Users” metric from “Sessions” reporting?
The process of switching to “Users” metric reporting is quite simple and seamless. All you need is to follow below steps to make the changes effective immediately.
- Login to Google Analytics account
- Hit Gear icon to access the Admin section
- Select the correct property from the drop and hit on Property Settings
- Navigate to bottom and look up for “User Analysis” section
- Toggle the button to turn ON the Enable Users Metric in Reporting option
- Hit on Save command
- That’s all!
You can now navigate back to “Audience” reporting section to watch all the metric to calculate and display the “Users” in reporting.
I’ve also recorded screen capture video while changing the settings in my Google Analytics account.
What are your thoughts on “Users” reporting?
What do you think about “Users” reporting in Google Analytics from traditional “Sessions” reporting? Will you consider switching the Users metric? Please drop your thoughts and ideas below comment section. Happy to hear!
If you've any thoughts on Consider switching to Google Analytics “Users” metric rather than “Sessions”, then feel free to drop in below comment box.
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