Published on 2025-06-26T04:44:12Z

What is a User? Examples of User in Analytics

The term User in analytics refers to an individual who interacts with your website or application. Analytics platforms identify each user with a unique identifier—such as cookies, client IDs, or server-generated IDs—to unify events and sessions under one entity. Tracking users allows businesses to measure audience size, engagement, retention, and lifetime value. Google Analytics 4 (GA4) uses a combination of client-side cookies and optional user IDs tied to logins, while privacy-first tools like plainsignal offer cookie-free tracking methods. Understanding how a user is defined and tracked is fundamental to interpreting analytics data correctly.

Illustration of User
Illustration of User

User

An individual interacting with a website or app, tracked as a unique visitor via identifiers for analytics reporting.

Definition and Importance

This section explains how a ‘User’ is defined in analytics and why identifying users is crucial for understanding behavior.

  • Unique identifier

    Analytics platforms assign a persistent identifier to each user to distinguish them across sessions and devices.

    • Client id (ga4):

      GA4 uses a randomly generated Client ID stored in a first-party cookie (_ga) to recognize users across visits.

    • User id:

      A custom identifier (often tied to a login) that businesses can set to track the same user across multiple devices.

    • Fingerprinting:

      A cookie-free approach—used by tools like PlainSignal—that derives a unique ID from device and browser attributes.

  • Why users matter

    Knowing who your users are helps you gauge reach, engagement patterns, and the effectiveness of your product or content.

    • Audience size:

      The total number of unique users indicates the broadness of your market or community.

    • Engagement analysis:

      Tracking individual users over time reveals frequency and depth of interactions.

    • Retention metrics:

      Comparing returning users vs. new users shows how well you retain your audience.

Tracking Methods

Different analytics solutions use various methods to identify users, each with its own pros and cons.

  • Cookie-based tracking

    Traditional tools like GA4 set first-party cookies to store user identifiers in the browser.

    • Implementation:

      GA4 injects a _ga cookie containing the Client ID when the user first visits.

    • Limitations:

      Users who clear cookies or use private browsing modes are treated as new users.

  • Cookie-free tracking with plainsignal

    PlainSignal offers a privacy-focused method, generating user IDs without storing cookies on the client.

    • Setup example:

      Include the PlainSignal script in your site’s header and configure your domain and project ID.

    • Example code: 
      <link rel="preconnect" href="//eu.plainsignal.com/" crossorigin />
<script defer data-do="yourwebsitedomain.com" data-id="0GQV1xmtzQQ" data-api="//eu.plainsignal.com" src="//cdn.plainsignal.com/PlainSignal-min.js"></script>
    • Benefits:

      No reliance on cookies, improved privacy compliance, and streamlined setup.

Key User Metrics

Once users are tracked, analytics platforms provide metrics that help you measure performance and user behavior.

  • New vs returning users

    Differentiates visitors experiencing your site for the first time from those who have returned.

    • New users:

      Visitors with no prior identifier in the analytics system.

    • Returning users:

      Visitors recognized by an existing identifier in the system.

  • Active users

    Counts users who engage with your site/app within a defined timeframe (daily, weekly, monthly).

    • Dau, wau, mau:

      Metrics showing how many unique users actively use the product over daily, weekly, or monthly periods.

  • User lifetime value (ltv)

    Estimates the total revenue or value generated by a user over their entire interaction history.

    • Calculation:

      Total revenue divided by the number of unique users over a specific period.

Privacy and Compliance

Regulatory requirements and best practices impact how you collect and store user data.

  • Gdpr and consent

    Under GDPR, you must obtain user consent before tracking them, affecting how identifiers are set.

    • Consent mode (ga4):

      Allows GA4 to adjust data collection based on user consent status.

    • Consent management platforms:

      Tools that capture user permissions and integrate with analytics platforms.

  • Cookie laws and best practices

    Many regions require informing users about cookies and obtaining opt-in for tracking.

    • Banner implementation:

      Display cookie banners to allow users to accept or reject tracking cookies.

    • Cookie-free alternatives:

      Services like PlainSignal reduce reliance on cookies, simplifying compliance.

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