How to Measure Unique Event Instances in Google Analytics 4 (GA4)

Today we are answering one of the intriguing questions we have received, which is "should you measure your events based on event count or total users and what is the difference between the two?". This article will explain the difference between event count and total users in regards to measuring events in Google Analytics 4 (GA4) through the Looker Studio. The article will also demonstrate how to measure unique event instances in Google Analytics 4 (GA4). Without further ado, let's get started!

Understand Event Tracking in GA4

Event Count

1. Counts every single instance an event occurs

2. Multiple actions by the same user are counted separately

3. Best for tracking:

   • Total number of purchases

   • Add to cart actions

   • Page views

   • Any metric where total volume matters

Total Users with Event Filter

1. Counts unique users who performed an event

2. Multiple actions by the same user count as one

3. Best for tracking:

   • Form submissions

   • New user sign-ups

   • PDF downloads

   • Any metric where unique user count matters

Key Differences between Event Count vs Total Users with Event Filter Explained

• Event Count will always be equal to or higher than Total Users

• The gap between these numbers tells you about repeat actions

• If Event Count is much higher than Total Users, it means many users are performing the action multiple times

When to Use Event Count vs Total Users with Event Fifter

Use Event Count when:

• You need to know total volume of actions

• Repeat actions are important to track

• You're measuring overall engagement

Use Total Users when:

• You need to know how many different people took an action

• You want to avoid counting repeat actions

• You're measuring reach or unique engagement

This distinction helps you choose the right metric based on your analysis needs and provides more accurate insights into user behavior on your website.

Frequently Asked Questions on Measuring UNIQUE Event Instances in Google Analytics 4 (GA4)

Why is my Event Count much higher than my Total Users count for the same event?

This is normal and happens when users perform the same action multiple times. For example:

• If 10 users each click a button twice

• Event Count would show 20 (total clicks)

• Total Users would show 10 (unique people)

The difference indicates repeat actions by the same users

Which metric should I use to track sales/purchases on my website?

Generally, Event Count is better for tracking sales because:

• It captures all purchases, including repeat customers

• You want to know the total volume of sales

• Multiple purchases from the same customer are important to track

However, you might want to use both metrics to understand:

• Total sales (Event Count)

• Number of unique customers (Total Users)

For tracking form submissions, which is the more accurate metric?

Total Users with Event Filter is typically more appropriate because:

• It prevents duplicate counting if someone submits multiple times

• Gives you a clear picture of how many different people filled out your form

• Helps avoid inflated numbers from accidental multiple submissions

• More accurately represents your actual reach