---
title: "What is New vs returning users in GA4? | Kodalogic"
description: "New vs returning users is the Google Analytics 4 dimension that splits visitors by whether their first visit fell inside the selected period (new) or before."
url: https://kodalogic.com/glossary/new-vs-returning-users
---

[Glossary](/glossary)/New vs returning users

Google Analytics 4 · Dimension

# What is New vs returning users?

New vs returning users is the [Google Analytics 4](/glossary/ga4) dimension that splits visitors by whether their first visit fell inside the selected period (new) or before it (returning). New users are counted by the first\_visit event; returning users are [active users](/glossary/active-users) who were not new.

Users · 100%New72%

* New72%
* Returning28%

First visit or a known device: two audiences in one number.

Data source

Google Analytics 4

Type

Dimension

## Why it matters

It is the simplest loyalty measure a report can carry: a site that sells once lives on new users, a site that sells again lives on returning ones. The split also explains conversion rates, because returning visitors convert several times more often than first-time ones on almost every site.

## How to read it

The classification depends on the GA4 cookie or client ID, so a visitor who clears cookies, switches browsers or opens a private window is new again. Expect the returning share to be undercounted, and never compare it across sites with different consent setups.

## In a Data Studio report

In a Data Studio (formerly [Looker Studio](/glossary/looker-studio)) report the split appears as a donut on the user interaction page and as a filter that reruns the whole report for one group. Returning users by [landing page](/glossary/landing-page) is the fastest way to see which pages bring people back.

## Where to find it in Google Analytics 4

Google Analytics 4: Reports, then Retention (the New users vs Returning users chart); as a dimension, in Explorations under User, then New / established.

Shown in these dashboards

* [![Google Analytics 4 Dashboard for Data Studio dashboard](https://kodalogic.com/cdn/templates_images/0222_0WG5IECFKCHKAUTGY4O1AIO8L0YIM9D5_0000.webp)](/template/google-analytics-4-template-for-looker-studio)  
[Google Analytics 4 Dashboard for Data Studio](/template/google-analytics-4-template-for-looker-studio)$129
* [![Web & SEO Dashboard for Data Studio — GA4 + Search Console dashboard](https://kodalogic.com/cdn/templates_images/0234_OWGD0CDWC95GHLYIXC8I0K97PT5ZRQVE_0000.webp)](/template/web--seo-performance-dashboard)  
[Web & SEO Dashboard for Data Studio — GA4 + Search Console](/template/web--seo-performance-dashboard)$214
* [![GA4 + Google Ads Dashboard for Data Studio dashboard](https://kodalogic.com/cdn/templates_images/0531_BAM0ZAK8YRLTQ9O5W39RPBLKDSW1GBON_0000.png)](/template/ga4--google-ads-dashboard)  
[GA4 + Google Ads Dashboard for Data Studio](/template/ga4--google-ads-dashboard)$214
* [![All-in-One Marketing Dashboard for Data Studio dashboard](https://kodalogic.com/cdn/templates_images/0235_VE78OLDV9VA3KZRHCCPIEFB0MQ7ZW8Y7_0000.webp)](/template/all-in-one-dashboard-looker-studio-web-seo-ads)  
[All-in-One Marketing Dashboard for Data Studio](/template/all-in-one-dashboard-looker-studio-web-seo-ads)$289
[See the dashboards](/templates)

![New vs returning users on the User interaction page of the Google Analytics 4 Dashboard for Data Studio](/informes/2026-09-02/google-analytics-4-template-for-looker-studio/04.webp)

The donut on the right splits users into new and returning.Page 4, User interaction, of the [Google Analytics 4 Dashboard for Data Studio](/template/google-analytics-4-template-for-looker-studio).[Open the live demo](https://lookerstudio.google.com/embed/reporting/fb97e8f9-0817-4b2b-9b0d-16cb50407e13/page/p%5Ffo1dxij6ld) to see it with real data.

## See it in a report

[Google Analytics 4 dashboard](/template/google-analytics-4-template-for-looker-studio)[GA4 report template](/report-templates/ga4-report)

## Related terms

* [Looker Studio](/glossary/looker-studio)
* [GA4](/glossary/ga4)
* [Landing page](/glossary/landing-page)
* [Active users](/glossary/active-users)
* [Referral traffic](/glossary/referral-traffic)
* [Data stream](/glossary/data-stream)

[← Active users](/glossary/active-users)[All 49 terms](/glossary)[Device category →](/glossary/device-category)