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  • Writer's pictureKelly Alica Liman

How to Add Returning Users in Google Analytics 4 (GA4) Reports

If you want to know how many users who come to your website are users who have visited your website previously, you can do this by adding the "returning users" metric. It is a good way of knowing how well your website is retaining users, and depending on which report you're looking at, you can also find out data such as whether they're returning organically or through ads, what pages they navigate towards, what key actions they take on your website, and more. This quick and easy guide will show you how to add returning users to any of your Google Analytics 4 (GA4) reports. Without further ado, let's get started!


Looking for help or support on Google Analytics 4?


In case you prefer to watch a video, here's a 3-minute tutorial you can find from XYZ Lab's Youtube Channel!

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Step 1: Navigate to any report in your Google Analytics 4

Step 2️: Click on "Customise report"

Step 3️: Click on "Metrics"

Step 4️: Under "Add metric" dropdown, add the "Returning users"

You can drag the metric to rearrange the positions.

Step 5: Apply the changes and Save your report

The metric "Returning users"are now displayed in your report.


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